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.
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?
In this exercise, students need to evaluate how well this manufacturer is progressing with their retailer relationships (in its micro-environment).
Students will review a list of macro-environment trends and work out how it will impact marketing activities for different industries.
In this exercise, students are required to help a traditional hamburger store adapt to the new market environment of more health-conscious consumers. To help guide them, market research data has been presented.
Department stores have tended to be less relevant in today’s environment than in the past. The student task is to identify the various environmental factors that contributed to their downfall.
In this mini case study, students are required to assess whether this toy manufacturer was too flexible and too willing to adapt to its changing macro-environment.
With this exercise, students need to consider whether McDonald’s successfully leveraged the changing factors in the macro-environment, or whether their business operation just happened to be quite suited to this emerging environment?
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.
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.