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Great Ideas for Teaching Marketing

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corporate culture

A Too Aggressive Competitive Marketing Strategy?

In this discussion case, students of marketing strategy will examine whether a campaign to block competitive moves is warranted? This case looks at Crystal Pepsi vs Tab Clear.

Categories Strategy and Plans

Role of Capabilities

Students review several key strategic points about Apple, in order to identify the role of their strategic capabilities.  

Categories Discussion Exercises, Strategy and Plans

A Tough New Product Decision

Gillette has long been the leader in the razor market. However, to maintain their position they have had to make some tough decisions along the way. Review the following situation – if you were the CEO, would you have made the same decision?

Categories Discussion Exercises, New Product Process, Products and Brands, Strategy and Plans

Product Development Team Structure

There are five different examples of how firms can structure their new product development project teams. Can students identify which team structure approach would be the most effective?

Categories New Product Process, Review Exercises

Not Enough New Product Ideas?

The ability of firms to generate new product concepts is a key factor in new product success. Some firms appear to be more successful at this task than others. This firm is not very good at it – but why?

Categories New Product Process, Review Exercises

Impact of Reduced Staff Empowerment

Students review a retailer who have changed their refund policy – did management make the right decision by reducing staff empowerment? Includes aspects of CRM and CLV.

Categories Analysis and Metrics, Discussion Exercises, Places and Channels, Services/CRM

Designing Internal Marketing Campaigns

For this task, students are the marketing manager for a bank and planning a major new product launch. They need to develop an internal marketing program for the bank’s branch and call center staff to complete the sales.

Categories Decisions and Mini-Cases, New Product Process, Promotion, Services/CRM, Strategy and Plans

Should We Empower Our Staff?

A large department store chain are discussing the merits of introducing a system of greater staff empowerment. But the team cannot decide what to do – can your students help them?

Categories Discussion Exercises, Services/CRM

The Need for Internal Marketing

Students are presented with an excerpt from a monthly ‘performance’ one-on-one meeting. Who is at fault? How can this situation be improved for the future?

Categories Discussion Exercises, Services/CRM

Making a Joint Business Decision

This group task is to reach a decision through consensus (by role-playing members of a firm’s executive management team). To complicate the decision, the three alternatives ‘benefit’ different functional departments.

Categories Business Markets, Consumer Behavior, Decisions and Mini-Cases, role play
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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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