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Great Ideas for Teaching Marketing

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Research and MIS

Fun Approach to Cluster Analysis

Making cluster analysis fun and easy to understand? Sure, why not? This is a good task to get students working with simple data and seeing how market segments can be formed. But note that students will need access to Excel to undertake this activity.

Categories Analysis and Metrics, Research and MIS, Segmentation and Positioning, Tools

Using Scatter Charts for Market Segments

This is a visual activity introduces marketing students to the concept of forming market segments using consumer data. It is a very helpful exercise for reinforcing that segments need to be homogeneous, yet distinctive.

Categories Analysis and Metrics, Research and MIS, Segmentation and Positioning

Communicating to Gen Y

This task is based on an excerpt from a study on Millennials (Gen Y) – and their view of marketing communication from banks – so how can we reach them?

Categories Consumer Behavior, Promotion, Research and MIS, Segmentation and Positioning

Research Bias in Focus Groups

In this discussion exercise, market research students are presented with an example of research bias potentially stemming from the market research firm itself.

Categories Discussion Exercises, Research and MIS

The Validity of Online Marketing Research

In this task, students review the results of an online market research survey undertaken by a firm and determine how valid the results are likely to be.

Categories Digital Marketing, Discussion Exercises, Research and MIS

Interpreting Brand Image Survey Results

This activity highlights the top level results from an attitudes/image market research study, comparing four different fast food chains. The task is to review the brand’s performance and see what the survey results have revealed.

Categories Analysis and Metrics, Consumer Behavior, Research and MIS, Segmentation and Positioning

Awareness and Advertising Recall

This activity highlights the top level results from an awareness and advertising recall market research study. The task here is to review the brand’s performance and see what the survey results have revealed.

Categories Analysis and Metrics, Promotion, Research and MIS

Are These Good Growth Results?

This food retailer has experienced significant top-level growth over the past few years. But underpinning their results is a significant increase in franchised stores/outlets, so are the results as good as they appear?

Categories Analysis and Metrics, Places and Channels, Research and MIS, Strategy and Plans

Changing Product Attributes – A Good Idea?

This company has an idea to modify the attributes of its existing product. The goal is to try and increase sales. However, there is a risk that sales could actually decrease instead – what do your students think?

Categories Decisions and Mini-Cases, New Product Process, Products and Brands, Research and MIS, Strategy and Plans

Poor Target Market or Poor Positioning?

This case study outlines a new retail store concept, which has proved somewhat disappointing for the two owners. The student task is to evaluate whether they adequately identified a viable target market and also to evaluate the appropriateness of their positioning

Categories Decisions and Mini-Cases, New Product Process, Places and Channels, Research and MIS, Segmentation and Positioning, Strategy and Plans
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Great Ideas for Teaching Marketing has been developed as an alternative to long case studies. Hundreds of  activities, discussion exercises and tools are provided on this website, with new content added regularly.

They are ideally suited to topics that only require a 10-30 minute exercise addressing a distinctive concept, rather than a detailed, all-encompassing case study.

All the activities and discussion exercises are provided free for marketing lecturers to use in their classes.

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