An Instructor’s Guide to running the Marketing and Positioning Simulation Game

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.

Please note that this article does not discuss how the game works – that is discussed … See the full activity...

Discussion ideas for the marketing simulation game


Note: Also refer to the base information on the Marketing and Positioning Simulation Game for lecturers, as well as the “how to play guide”.

Teaching and discussion ideas

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...

Marketing Simulation Game: How to Play Guide

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...

Free Marketing Simulation Game (Updated 2020)

You can download the free sim game here…

positioning-game-updated-2020

Game Updated 2020

Key changes for 2020:

  • 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
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New Coke Video

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.

Therefore, the following New … See the full activity...

KFC launches nail polish: Brand extension

KFC flavored nail polish – a brand too far?

KFC has introduced chicken flavored nail polish into their Hong Kong market. This new product (in 2016) is a significant extension to their brand. According to their publicity:

  • “This campaign is designed to be intriguing and fun to increase excitement around the KFC brand in Hong Kong.“

Student Activity

  1. Review KFC’s
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Real Burger World (RBW) Case Study

Introduction

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 case study is based upon … See the full activity...

McDonald’s Food Throughout the World

Teaching Notes

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 task

Student Discussion Questions

  1. McDonald’s is a strong global brand, does their variety of food throughout the world help
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iPhone Perceptual Map

Teaching Notes for this Activity

The original perceptual map for the iPhone, as presented by Steve Jobs at the 2007 iPhone launch is presented below for student discussion.

Please note that the free Excel template to construct perceptual maps is available for students to download at All About Perceptual Maps.

Student Task

Please review the following perceptual map and the … See the full activity...

Apple’s Initial Phone Strategic Alliance

Teaching Notes for this Activity

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.

Student Task

Start by first reviewing the video on the iTunes phone launch.

By way or background:

  • Apple partnered
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Monitoring Consumer Attitudes

Teaching Notes

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.

Please note that a  multi-attribute attitude Excel template is available for free download at a related website.

Student Activity

For this task you will need to review the two following charts and then … See the full activity...

Using Market Concentration

Teaching Notes for this Activity

In this activity, students look at the output from a market share (market concentration) spreadsheet and attempt to interpret the results and consider the how it may affect marketing decisions.

Additional Resource: Guide to Market Shares, with free Excel templates

Student task

Review the following table, which shows the unit market share and the … See the full activity...

Using Market Share Information

Teaching Notes for this Activity

In this activity, students look at a simple output from a market share spreadsheet and attempt to interpret the results and consider the difference between unit and revenue market share.

Additional Resource: Guide to Market Shares, with free Excel templates

Student task

Review the following table, which shows the unit market share and the … See the full activity...

The role of logos

Teaching Notes for this Activity

In this activity, students will consider the role of a logo in the firm’s overall brand – what role does it play, how important is it?

Student task

Below are some well-known logos to review.

  1. Which logos can you recognize?
  2. Why do you think that these logos were designed this way? That is, what are
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Fun approach to cluster analysis

Teaching notes for this activity

This activity is based around a free Excel template for quickly and easily running cluster analysis that is available at Cluster Analysis for Marketing (a related website).

One of the challenges of cluster analysis that it appears quite complex and, usually, it needs to be run using special statistical software (such as SPSS).

However, using … See the full activity...

Using scatter charts to form market segments

Teaching notes for this activity

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.

Because the activity is essentially visual in nature, it appeals to a broad range of students – … See the full activity...

Communicating to Gen Y

Teaching notes for this activity

This discussion exercise would work best in small groups, getting students around 15 – 20 minutes to work through the questions and the issues.

Student task

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...

The internal marketing environment

Teaching notes for this activity

In this exercise, students will look at the role of the internal marketing environment when developing a marketing strategy.

This activity is best completed in small groups, with a report back to the main class. You should allow around 15 minutes for discussion.

Student task

The internal marketing environment refers to INSIDE the organization itself, … See the full activity...