From Situational Analysis to Marketing Strategy
The student task in this activity is to identify the key environmental factors that will impact strategy and then recommend appropriate strategy revisions and modifications.
Strategy and Plans
Discussion and Teaching Ideas for the Sim Games
This page has some guidance for instructors on which marketing concepts will be highlighted by playing the Sim Games in class. This is helpful for reinforcing concepts after the game/s is concluded.
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.
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.
New Coke Case Study Video
Given the continued level of interest in the “new” Coke 1985 product replacement, this is a video-based student activity based upon the market factors leading up to the decision.
Real Burger World (RBW) Case Study
RBW was a small hamburger chain established in the UK in the early 2000’s. Despite a significant financial investment, professional management, the use of branding consultants, and extensive media coverage, the business did not prove to be viable and closed within a few years.
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.
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.
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.
Apple and Core Competencies
In this discussion activity, students will look at the possible core competencies for Apple and discuss how appropriate that they are and how they would guide Apple’s marketing strategy
