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Great Ideas for Teaching Marketing

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Segmentation and Positioning

Base Sim Game: How to Play Guide

This page contains detailed instructions on how to play the Base Sim Game, which is designed for students of marketing, strategy, and business.  

Categories Analysis and Metrics, Discussion Exercises, Games and Quizzes, role play, Segmentation and Positioning, Sim Games, Strategy and Plans

Base Marketing Sim Game (Lecturer Information)

This is a free marketing Sim Game game (Excel-based), which is both simple and easy to understand, yet complex enough to enable discussion of numerous marketing concepts.

Categories Analysis and Metrics, Games and Quizzes, role play, Segmentation and Positioning, Sim Games, Strategy and Plans

McDonald’s Food Throughout the World

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.

Categories International, Segmentation and Positioning, Strategy and Plans, video

The Original Perceptual Map for the iPhone

The original perceptual map for the iPhone, as presented by Steve Jobs at the 2007 iPhone launch, is presented for student discussion, in terms of strategy, positioning, and innovation.

Categories New Product Process, Segmentation and Positioning, Strategy and Plans, Tools

Apple’s Initial Phone Strategic Alliance

This student exercise uses a YouTube video that shows Steve Jobs announcing the iTunes phone in 2005, two years before the iPhone. It introduces students to strategic alliances, competitive strategy, capabilities, and the new product process.

Categories New Product Process, Segmentation and Positioning, Strategy and Plans, video

Fun Approach to Cluster Analysis

Making cluster analysis fun and easy to understand? Sure, why not? This is a good task to get students working with simple data and seeing how market segments can be formed. But note that students will need access to Excel to undertake this activity.

Categories Analysis and Metrics, Research and MIS, Segmentation and Positioning, Tools

Using Scatter Charts for Market Segments

This is a visual activity introduces marketing students to the concept of forming market segments using consumer data. It is a very helpful exercise for reinforcing that segments need to be homogeneous, yet distinctive.

Categories Analysis and Metrics, Research and MIS, Segmentation and Positioning

Communicating to Gen Y

This task is based on an excerpt from a study on Millennials (Gen Y) – and their view of marketing communication from banks – so how can we reach them?

Categories Consumer Behavior, Promotion, Research and MIS, Segmentation and Positioning

Creating and Interpreting a Perceptual Map

A exercise for marketing students where they create and interpret a perceptual map. Contains a download for a free online template for perceptual mapping.

Categories Segmentation and Positioning, Strategy and Plans, Tools

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.

Categories Segmentation and Positioning, Services/CRM, Strategy and Plans
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Great Ideas for Teaching Marketing has been developed as an alternative to long case studies. Hundreds of  activities, discussion exercises and tools are provided on this website, with new content added regularly.

They are ideally suited to topics that only require a 10-30 minute exercise addressing a distinctive concept, rather than a detailed, all-encompassing case study.

All the activities and discussion exercises are provided free for marketing lecturers to use in their classes.

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