Can Marketers Become CEOs?
Students review quotes from an article on whether marketers can progress to CEO level and what skills sets that they need.
EXCLUSIVE MEMBER ACTIVITY
Can Marketers Become CEOs? Review the Teaching Activity
Member Activities
Using the Five Product Level Model
A discussion exercise for marketing students, where students split two products of their choice into the five levels of core, actual, augmented, and so on.
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Using the Five Product Level Model Review the Teaching Activity
A Too Aggressive Competitive Marketing Strategy?
In this discussion case, students of marketing strategy will examine whether a campaign to block competitive moves is warranted? This case looks at Crystal Pepsi vs Tab Clear.
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A Too Aggressive Competitive Marketing Strategy? Review the Teaching Activity
Consumer Product Classification: Marketing Challenges
In this discussion exercise, students can role-play and debate the unique marketing challenges associated with different classes of consumer products.
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Consumer Product Classification: Marketing Challenges Review the Teaching Activity
Marketing Mix Decisions for Shopping Products
This teaching activity is designed for small groups of students to discuss the value of the consumer products classification scheme.
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Marketing Mix Decisions for Shopping Products Review the Teaching Activity
Customer Lifetime Value Calculation (a step-by-step guide)
In this exercise, students work through a customer lifetime value calculation and explain the individual components, ideal for advanced marketing students.
Customer Lifetime Value Calculation (a step-by-step guide) Review the Teaching Activity
Interpreting Customer Lifetime Value
A task for marketing students where they need to interpret the output of a customer lifetime value (CLV) calculation.
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Interpreting Customer Lifetime Value Review the Teaching Activity
From Market Segmentation to the Marketing Mix (Fitness Centers)
A discussion exercise where students need to develop a marketing mix for a particular target market – Ideal for explaining the value of market segmentation and target markets.
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From Market Segmentation to the Marketing Mix (Fitness Centers) Review the Teaching Activity
From Market Segmentation to Marketing Mix (Drinks)
A discussion exercise where students need to develop a marketing mix for a particular target market – Ideal for explaining the value of market segmentation and target markets.
EXCLUSIVE MEMBER ACTIVITY
From Market Segmentation to Marketing Mix (Drinks) Review the Teaching Activity
To Grow or Not? – Using Franchising
This brief case for a car manufacturer, explores possible expansion through franchising methods.
EXCLUSIVE MEMBER ACTIVITY
To Grow or Not? – Using Franchising Review the Teaching Activity