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 … Continue reading...
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 … Continue reading...
Due to numerous requests, I have decided to develop and provide a free marketing simulation game for lecturers and instructors. One of the challenges of any simulation game is explaining, sometimes a complex set of rules, to students. Therefore, I have designed this simulation game to be simple and easy … Continue reading...
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.… Continue reading...
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 … Continue reading...
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 … Continue reading...
This discussion exercise would work best in small groups, getting students around 15 – 20 minutes to work through the questions and the issues.
The following is a summary/excerpt from a study on Millennials – otherwise known as Gen Y – and their … Continue reading...
Preferred format: This teaching activity is designed for individual students to create the perceptual maps and then for small groups to discuss the interpretation.
Student audience: Could be run with any level of marketing student, perhaps more suitable for students of introductory marketing as … Continue reading...
Preferred format: This teaching activity is probably more suitable to small groups.
Student audience: This discussion exercise is more suitable for students in an introduction to marketing course
Exercise time: This discussion activity will probably run 15 to 20 minutes.
Activity variations: This exercise … Continue reading...
Preferred format: This teaching activity would work best in small groups and reporting back to the overall class.
Student audience: Could be run with any level of marketing student, perhaps more suitable for advanced students.
Exercise time: Given the students need to profile two … Continue reading...
Preferred format: This teaching activity would work best in small groups and reporting back to the overall class.
Student audience: Could be run with any level of marketing student, perhaps more suitable for advanced students.
Exercise time: Given the students need to profile two … Continue reading...
Preferred format: This teaching activity is flexible and can be run individually or in small groups with optional reporting back to the overall class.
Student audience: This discussion exercise is more suitable for students in an introduction to marketing course
Exercise time: This discussion … Continue reading...
Preferred format: This teaching activity is flexible and can be run individually or in small groups with optional reporting back to the overall class.
Student audience: This discussion exercise is more suitable for students in an introduction to marketing course
Exercise time: This discussion … Continue reading...
General Instructions for running the New Coke Case Study in class
Much has been written about the New Coke new product development and launch in 1985 and there have been numerous case studies published in various textbooks, along with numerous books. But what is different about this case study for … Continue reading...
This is Part 2 of the New Coke Case Study. It is highly recommended that student groups undertake the New Coke Case Study (Part 1), which sets the marketing environment context for Coke’s decision back in … Continue reading...
This activity highlights the top level results from an attitudes/image market research study, comparing four different fast food chains. Your task here is to review the brand’s performance and see what the survey results have revealed.
ACTIVITY/TASK
| Results in %’s | Brand A | Brand B | Brand C | Brand D |
The following statement was released by Tim Cook, the CEO of Apple. Although it was not described as a mission statement, it has been effectively framed as one. Your task here is to review it and determine what it indicates about Apple and their future direction.
ACTIVITY/TASK
The statement made … Continue reading...
In 2005, Coca-Cola introduced Coke Zero, a zero calorie version of their flagship product. This product did extraordinary well, but what launch and implementation challenges did they face?
ACTIVITY/TASK
Coca-Cola first ventured into the diet soft drink market in the 1960’s with their Tab brand. In 1982 they broadened … Continue reading...
After significant success in the local market, the company is looking to market to the more affluent markets in Asia markets. But the question is how they should do this? Which option would you recommend from the list below?
ACTIVITY/TASK
“Full of Fun” fruit juices are a novel range of … Continue reading...
