Your Perceptions of Marketing
In this activity, students review ten statements with differing views on marketing and then they indicate to what extent they agree/disagree with the statement.
Discussion Exercises
What is Marketing?
The student task in this exercise is to construct their own definition of marketing. To assist your students, a number of different views and perceptions of marketing have been provided to review.
Are these Marketing Tasks?
For this exercise, students review a list of work tasks and identify which ones are likely (or not) to be part of a marketing role – an activity designed to help students further understand what a marketer does.
What is Marketing at McDonald’s?
In this activity, students review an overview of McDonald’s in their early days to identify the reasons for their success and the importance of marketing in their overall performance.
Improving the Marketing Mix
In this exercise, students are required to review the top-level financials of a small chain of hamburger stores and suggest improvements to their marketing mix.
Strategy Focus
In this exercise, students need to review the possible strategy development path for a textbook publisher, which is a firm that tends to pursue virtually whatever market opportunities that have been presented.
Strategy Hierarchy Levels
In this exercise, students required to determine at what strategy hierarchy level each of the following marketing decisions have most likely been made; choosing from corporate, strategic business unit (SBU) or functional (within marketing).
Using the Product/Market Growth Matrix
The student task in this activity is to classify the examples provided into one of the four categories on the product/market growth matrix (also sometimes referred to as Ansoff’s model).
Using the BCG Matrix
In this mini-case study, students are required to allocate $250m in funds across a firm’s four strategic business units, using the BCG matrix as their primarily guide.
Benefits of Strategic Alliances
The student task is to identify the marketing benefits and risks associated, from a list of possible and actual strategic alliances.
