Great Ideas for Teaching Marketing
Ideas and resources for teaching marketing
Product augmentation is one of the three (sometimes five, depending upon the model being used) levels to describe a product.
At the center of the model is typically the core customer need or core value being offered– in other words, what is the customer truly buying? Understanding of the core need/value is helpful for identifying … See the full activity...
Product augmentation is one of the three levels of a product, and is often used to help differentiate an everyday product in the market. Product augmentation is relatively straightforward for services, where additional support, information, and after sales service is provided – but it is a little trickier for physical goods.
In this exercise, students … See the full activity...
Customer journey mapping is an effective way for students to understand:
There are … See the full activity...
This activity is a variation of the Burgers Galore Brand Management exercise. In that activity, students need to consider how well a brand is being managed by reviewing sales, profit, and image data (presented in a perceptual map format).
But this data is fully provided for them – they just need to analyze the data as … See the full activity...
This activity is designed around a marketplace (such as a small city), where there are a set number of known competitors.
Student groups need to review and discuss the case materials to consider whether the firm’s performance is favorable or concerning?
“Burgers Galore” is a hypothetical fast food chain in a hypothetical … See the full activity...
Here is the “advanced positioning marketing simulation game” now available for free download here…
Advanced-Positioning-Sim-Game-2020
This is an extension of the initial game – so it has the same look and feel to students. However, it increases the complexity of decisions by introducing a number of new rule changes, such as:
New website dedicated to the product life cycle launched. It covers lots of theory, but also includes a free Excel template that enables students to quick map products onto the product life cycle curve.
This is ideal for simple activities or homework. You could provide them with a list of products and ask them to map them onto the PLC … See the full activity...
KFC has introduced chicken flavored nail polish into their Hong Kong market. This new product (in 2016) is a significant extension to their brand. According to their publicity:
Student Activity
In this marketing exercise, the students will gain an understanding of the complexity of consumer attitudes by reviewing the output of a multi-attribute attitude model.
Please note that a multi-attribute attitude Excel template is available for free download at a related website.
For this task you will need to review the two following charts and then … See the full activity...
In this activity, students will consider the role of a logo in the firm’s overall brand – what role does it play, how important is it?
Below are some well-known logos to review.
This marketing exercise is designed to look at the most valuable brands in the world – as highlighted by the BrandZ top 100 for 2015.
Additional resources: Here Are the Top 100 Brands in the World
As you probably know, brand equity is becoming increasingly important factor to successful brands. Brand equity … See the full activity...
Preferred format: This teaching activity is designed for small groups of students to split two products into the five product levels.
Student audience: This exercise is more suitable for students of introductory marketing.
Exercise time: The group discussion time should be around 10-15 minutes, plus any additional time for an overall class discussion.
Additional … See the full activity...
Preferred format: This teaching activity is designed for small groups of students to discuss the marketing mix implications of the consumer products classification scheme.
Student audience: This exercise is more suitable for students of introductory marketing.
Exercise time: The group discussion time should be around 10-15 minutes, plus any additional time for an overall … See the full activity...
Preferred format: This teaching activity is designed for small groups of students to discuss the marketing mix implications of the consumer products classification scheme.
Student audience: This exercise is more suitable for students of introductory marketing.
Exercise time: The group discussion time should be around 15 minutes, plus any additional time for an overall … See the full activity...
Preferred format: This teaching activity is designed for small groups of students to discuss the value of the consumer products classification scheme.
Student audience: Could be run with any level of marketing student, perhaps more suitable for students of introductory marketing as well as students of marketing strategy.
Exercise time: The group discussion time … See the full activity...
In this video-based mini-case, you will review the repositioning efforts of Coca-Cola in Australia with their energy drink branded “Mother Energy”. But was this the right choice: should they have moved to introduce a new brand instead?
ACTIVITY/TASK
Coca-Cola launched their new Mother Energy brand into the Australian market in 2006. The firm was struggling to compete in the … See the full activity...
Allocating fixed costs to products, in order to more fully assess product profitability, can be determined in different ways with different outcomes. In the following example, the firm was allocated its fixed costs equally each of its products – what impact does this have?
ACTIVITY/TASK
| Product A | Product B | Product C | Product D | TOTAL | |
| Gross profit | $4m | $1m | $2m |
The promotion of a brand is just ONE aspect of building brand equity. Achieving strong brand equity requires many components, but it can create significant value in the marketplace. The following exercise contains a number of checklist points for you to discuss regarding the building of, and the return on, brand equity.
ACTIVITY/TASK
Factors that may contribute to (or … See the full activity...
This activity outlines two situations in regards to the potential impact on the firm’s positioning due to their distribution channel selection. Your task in this activity is to answer the assessment questions at the end regarding each situation.
ACTIVITY/TASK
Increasing Sales of Jeans
The manufacturer of a well-known brand of jeans has determined that its selective distribution strategy is limiting … See the full activity...
When a firm utilizes multiple channels, it is likely that channel conflict will occur from time to time. The following situation is based upon a real business situation. What would you do in this situation?
ACTIVITY/TASK
Pop-mints are a fairly successful brand of breath fresheners. Their main competitor is Tic Tacs, and their indirect competitors are the various brands of … See the full activity...
