Marketing Environment Archives - Great Ideas for Teaching Marketing

What is Marketing at McDonald’s?

Discussion Exercises, Free Activities, Introductory Concepts, Marketing Environment, Strategy and Plans

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.

Should We Broaden Our Product Offering?

Decisions and Mini-Cases, Marketing Environment, Member Activities, Products and Brands, Role Plays, Strategy and Plans

In this exercise, students assess the for and against of a franchised food retailer broadening their product range, as the proposed move has both opportunities and substantial risks.

Making a Marketing Strategy Choice

Decisions and Mini-Cases, Marketing Environment, Member Activities, Segmentation and Positioning, Services/CRM, Strategy and Plans

This is a mini case study of a hypothetical toy manufacturer (Fun 4 U) that is faced with two distinct marketing strategy choices. The student task is to determine, based on the information available, the best approach for the firm.

Assessing the Impact of Environmental Change

Discussion Exercises, Marketing Environment, Member Activities, News item, Places and Channels, Research and MIS

The student task is to review survey results of attitudes towards moving to a cashless society and identify how retailers will be able to benefit from this emerging opportunity.

Assessing the Corporate Culture

Discussion Exercises, Marketing Environment, Member Activities, Role Plays, Strategy and Plans

In this task, students identify how different internal environments influence firms choices of marketing strategy.

Impact of Management Values on Strategy

Decisions and Mini-Cases, Free Activities, Marketing Environment, New Product Process, Role Plays, Strategy and Plans

The student task is to identify whether the management style of the CEO would influence the firm’s decision to pursue new products. In order to illustrate the influence of top management values, the profiles of four different CEOs are presented.

Internal Marketing: Changing the Corporate Culture

Discussion Exercises, Marketing Environment, Member Activities

For this exercise, students act as consultants brought into a large firm with the goal of shifting the firm’s corporate culture in order to improve its level of marketing orientation.

Balancing the Needs of Publics (Stakeholders)

Decisions and Mini-Cases, Marketing Environment, Member Activities, Role Plays

In this role-play exercise, students take the role of the CEO and other stakeholders. How will they balance all the conflicting needs and demands?

Identifying Your Competitive Set

Discussion Exercises, Free Activities, Marketing Environment, Strategy and Plans

For this exercise, students identify the competitive set for a manufacturer of instant coffee (such as Nestle’s). The aim of this activity is to think beyond just me-too competitors.

Change in Retailer Relationships: Good or Bad?

Analysis and Metrics, Discussion Exercises, Marketing Environment, Member Activities, Places and Channels

In this exercise, students need to evaluate how well this manufacturer is progressing with their retailer relationships (in its micro-environment).