This article discusses how the instructor can coordinate and manage the “logistics” of the marketing and positioning simulation game. This fun and engaging teaching activity is available for free download on this website – please see the article on the simulation game itself.
While the simulation game is quick to learn and relatively simple for students to understand, it does provide an insight to numerous marketing concepts and topics – making it an … See the full activity...
How to Play the Marketing and Positioning Simulation Game
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 page. Please note that this linked page also includes … See the full activity...
Loyalty bonus has been reduced from 20% to 10%. This loyalty bonus is awarded to products that are not repositioned during the round. The intention of this bonus is to provide a trade-off between moving to a more attractive position and holding position and
Given the continued level of interest in the “new” Coke 1985 product replacement, I decided to put together a video for a student activity based upon the lead up to the decision. As you and your students will see, there were limited options for Coca-Cola to pursue given the sophisticated and ongoing marketing campaign from Pepsi.
Real Burger World (or RBW as it later became known) 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.
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.
Student Discussion Questions
McDonald’s is a strong global brand, does their variety of food throughout the world help
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.
Start by first reviewing the video on the iTunes phone launch.
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.
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 view of marketing communication from banks. Review the following article … See the full activity...