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Great Ideas for Teaching Marketing

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Research and MIS

Running a Focus Group

In this exercise, students run focus groups to understand the importance of getting beyond “top-level” answers and to gather some real insights into the behavior of the target market.

Categories New Product Process, Research and MIS

What is the Most Appropriate Research Design?

In this task, students simply need to match the approach to market testing a new product to the firm most likely to conduct it. The types of research are listed first, followed by the type of firm.

Categories New Product Process, Research and MIS

Which Research Design to Use?

In this activity, students need to consider the information challenges facing Pizza Hut and identify the most suitable market research or market information approach they should use to help gather information.

Categories Analysis and Metrics, Research and MIS, Review Exercises

Defining the Market Research Problem

This firm is looking to undertake some market research, but they first need to define the research problem – can your students help them?  

Categories Discussion Exercises, Promotion, Research and MIS

Should We Conduct Market Research (Test Marketing)?

In this activity, students will review the discussion/comments from a new product project team meeting, where the participants argue for/against the merits of conducting test marketing prior to a full launch.

Categories Discussion Exercises, New Product Process, Research and MIS

Assessing the Impact of Environmental Change

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.  

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