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Great Ideas for Teaching Marketing

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Tools

Monitoring Consumer Attitudes

In this marketing exercise, the students will gain an understanding of the complexity of consumer attitudes by reviewing the output of a multi-attribute attitude model. 

Categories Analysis and Metrics, Consumer Behavior, Products and Brands, Research and MIS, Tools

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

Reading Trends in the BCG Matrix

Students are presented with various BCG matrixes where the portfolios are tracked over time and they need to identify why the portfolios follow these patterns and what are the strategic implications.

Categories Strategy and Plans, Tools

Analyzing the BCG matrix

In this activity, students are presented with several BCG matrix examples and are required to identify the positives and the concerns with the structure of the portfolio.

Categories Strategy and Plans, Tools

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

Reviewing a Multi-Attribute Model

In this exercise, students review the results of a multi-attribute attitude model, which compares consumer’s perceptions of two fast food restaurants (McDonald’s and Burger King).

Categories Analysis and Metrics, Consumer Behavior, Research and MIS, Tools

Using the BCG Matrix

In this mini-case study, students are required to allocate $250m in funds across a firm’s four strategic business units, using the BCG matrix as their primarily guide.  

Categories Decisions and Mini-Cases, Discussion Exercises, Strategy and Plans, Tools

Using the Product/Market Growth Matrix

The student task in this activity is to classify the examples provided into one of the four categories on the product/market growth matrix (also sometimes referred to as Ansoff’s model).

Categories Discussion Exercises, Strategy and Plans, Tools
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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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