internal marketing Archives - Great Ideas for Teaching Marketing

Is DEI a Brand Management Issue?

Consumer Behavior, Discussion Exercises, Member Activities, Products and Brands, Role Plays, Social, Strategy and Plans

This activity challenges students to evaluate whether a pet food company should limit its Diversity, Equity, and Inclusion (DEI) efforts to internal operations or actively promote them as part of its brand identity, by considering the potential risks, rewards, and alignment with target market preferences. Students will analyze arguments presented in a manager’s meeting and weigh the pros and cons before making a recommendation.

Is DEI a Brand Management Issue? Review the Teaching Activity

Designing a Loyalty Strategy for a Bank

Consumer Behavior, Member Activities, Services/CRM, Strategy and Plans

This activity focuses on evaluating and selecting loyalty strategies for a small regional bank. The bank faces significant challenges in retaining high-value customers due to competition from larger banks and digital-first services. A list of 20 loyalty strategies are outlined for students. Students need to assess these strategies based on criteria like cost, feasibility, and impact, using a scoring model to recommend the most effective approaches for enhancing customer retention and differentiation in a competitive market.

Designing a Loyalty Strategy for a Bank Review the Teaching Activity

Does Marketing Have the Lead?

Discussion Exercises, Introductory Concepts, Member Activities, Strategy and Plans

In this activity students identify the role and influence of marketing in various key projects for a company. It is a helpful exercise for students to understand the breadth and extent of how marketing impacts a company overall. Also a helpful activity for introducing the concept of internal marketing.

Does Marketing Have the Lead? Review the Teaching Activity

Potential Benefits of Internal Marketing

Free Activities, Services/CRM

In this work conversation, each staff member has strengths in one particular area. The student task is to identify where the staff member is experienced, and then determine whether their skills are likely to enhance customer satisfaction.

Potential Benefits of Internal Marketing Review the Teaching Activity

The Internal Marketing Environment

Free Activities, Marketing Environment

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

The Internal Marketing Environment Review the Teaching Activity

Staff Bonuses and Internal Marketing

Discussion Exercises, Marketing Environment, Member Activities, News item, Places and Channels, Services/CRM

For this exercise, which is based on Sports Direct (a major UK sports retailer) and the impact of its attractive staff bonus on sales, profitability, and marketing results.

Staff Bonuses and Internal Marketing Review the Teaching Activity

Apple’s Mission Statement

Free Activities, Review Exercises, Segmentation and Positioning, Strategy and Plans

This task reviews a statement was released by Tim Cook, the CEO of Apple, which is effectively framed as a mission statement. The student task is to review it and determine what it indicates about Apple and their future direction.

Apple’s Mission Statement Review the Teaching Activity

Managing Salespeople

Decisions and Mini-Cases, Member Activities, Promotion, Services/CRM

This activity highlights an ineffective situation for a mobile home loan salesman for a bank. Review the situation – what can be done to improve the firm’s current sales appointment practices?

Managing Salespeople Review the Teaching Activity

Product Development Team Structure

Member Activities, New Product Process, Review Exercises

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?

Product Development Team Structure Review the Teaching Activity

Designing Internal Marketing Campaigns

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

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.

Designing Internal Marketing Campaigns Review the Teaching Activity