Developing a Marketing Mix
In this exercise, students select the most appropriate marketing strategy and then develop a suitable marketing mix, based upon a
proposed new chain of Italian and pizza restaurants.
Role Plays
Should We Broaden Our Product Offering?
In this exercise, students assess the for and against of a franchised food retailer broadening their product range, as the proposed move has both opportunities and substantial risks.
Assessing the Corporate Culture
In this task, students identify how different internal environments influence firms choices of marketing strategy.
Impact of Management Values on Strategy
The student task is to identify whether the management style of the CEO would influence the firm’s decision to pursue new products. In order to illustrate the influence of top management values, the profiles of four different CEOs are presented.
Balancing the Needs of Publics (Stakeholders)
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?
Evaluating a Questionnaire
For this task, students (with one acting as the interviewer) will identify numerous issues with a poorly designed questionnaire.
From Research to Strategy
In this mini case study, students need to outline a top-level marketing strategy that will help guide a B2B firm to achieve their financial goals.
Household Decision Making Roles
Consumers often play different roles within a family (or household) decision making unit. The task in this activity is to identify who might be involved in the decisions and what role that they may play in that decision.
Making a Joint Business Decision
This group task is to reach a decision through consensus (by role-playing members of a firm’s executive management team). To complicate the decision, the three alternatives ‘benefit’ different functional departments.
Improving the New Product Process
In this case study, students review the new product development process for a firm and identify what they appeared to do well, and identify potential improvement areas for the future.