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Great Ideas for Teaching Marketing

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      • Decisions and Mini-Cases
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Segmentation and Positioning

How to Develop a Segment Profile

An in-class exercise for marketing students to develop a better understanding of a market segment through constructing a segment profile.

Categories Consumer Behavior, Segmentation and Positioning

How to Segment a Market

The task is to construct your a segmentation approach, using a list of 15 possible market segments that could exist in virtually any market.

Categories Segmentation and Positioning

From Market Segmentation to Marketing Mix (Drinks)

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, Strategy and Plans

Segmenting the Fast Food Market

In this in-class teaching exercise for marketing, students are introduced to the concept of aligning the firm’s marketing mix to the needs of a target market, using the fast-food industry as the example.

Categories Segmentation and Positioning, Strategy and Plans

New Coke Case Study (Part 1)

A role play version for a New Coke case study, where students assume the role of key participants in the decision. An interesting challenge for marketing students.

Categories Consumer Behavior, Decisions and Mini-Cases, New Product Process, role play, Segmentation and Positioning, Strategy and Plans

New Coke Case Study (Part 2)

This is Part 2 of the New Coke case study where students role-play characters or participants in the decision to develop and launch New Coke.

Categories Consumer Behavior, Decisions and Mini-Cases, Discussion Exercises, role play, Segmentation and Positioning, Strategy and Plans

Sexual Advertising Appeal: Fit with Brand?

This viral sales promotion met its various marketing objectives, but questions can be raised about the brand’s integrity and fit with positioning because of the use of an sexual appeal in the campaign.

Categories Decisions and Mini-Cases, Ethics, Products and Brands, Promotion, Segmentation and Positioning, video

Wispa Chocolate Bar Relaunch

In this video-based activity, students will review an overview of a marketing launch of a chocolate bar that has been reintroduced into the market in the UK. The video provides a good overview of the launch campaign.

Categories Digital Marketing, New Product Process, Products and Brands, Promotion, Segmentation and Positioning, video

Pepsi Next Case Study

This case study provides students with an interesting insight into PepsiCo’s new product process and some of the challenging decisions that they faced along the way.

Categories New Product Process, Products and Brands, Segmentation and Positioning, Strategy and Plans

Interpreting Brand Image Survey Results

This activity highlights the top level results from an attitudes/image market research study, comparing four different fast food chains. The task is to review the brand’s performance and see what the survey results have revealed.

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