As we know, perceptual maps are a great way to visualize consumer’s perception of brand positions and how they evolve over time.
It is quite common for students to include one perceptual map in suitable assignments, but there are a number of misconceptions on how to best use perceptual maps.
This exercise is designed to give … 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...
The ‘expert-level’ marketing and positioning Sim Game is now available. This Sim Game is suitable for more advanced students and would need to be played over several weeks or even a full semester.
There have been substantial improvements made to the game, such as an interactive menu, as shown below.
The centerpiece of the student’s decision-making … See the full activity...
Note: Also refer to the base information on the Marketing and Positioning Simulation Game for lecturers, as well as the “how to play guide”.
While the simulation game is quick to learn and relatively simple for students to understand, it does provide an insight to numerous marketing concepts and topics – making it an … See the full activity...
Welcome to the instructions on the Marketing and Positioning Simulation Game. This simulation game is designed for students of marketing, strategy, and business. Please note that the game is available for free download on this page… free marketing simulation game download page. Please note that this linked page also includes … See the full activity...
You can download the free sim game here…
Key changes for 2020:
This activity is designed to introduce students to the for/against of adapting a global firm’s product mix to meet local needs in host countries. Students first review a short video and then address specific questions on international marketing.
The original perceptual map for the iPhone, as presented by Steve Jobs at the 2007 iPhone launch is presented below for student discussion.
Please note that the free Excel template to construct perceptual maps is available for students to download at All About Perceptual Maps.
Please review the following perceptual map and the … See the full activity...
This activity is based around a free Excel template for quickly and easily running cluster analysis that is available at Cluster Analysis for Marketing (a related website).
One of the challenges of cluster analysis that it appears quite complex and, usually, it needs to be run using special statistical software (such as SPSS).
However, using … See the full activity...
This activity introduces marketing students to the concept of forming market segments using consumer data. It is a very helpful technique for reinforcing that segments need to be similar in needs (homogeneous), yet distinctive from other market segments.
Because the activity is essentially visual in nature, it appeals to a broad range of students – … See the full activity...
