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Great Ideas for Teaching Marketing

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internal marketing

Staff Bonuses and Internal Marketing

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.

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

Apple’s Mission Statement

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.   

Categories Review Exercises, Segmentation and Positioning, Strategy and Plans

Managing Salespeople

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?

Categories Decisions and Mini-Cases, Promotion, 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

Justifying Marketing with CLV

The task with this activity is to defend the recent expenditure of a marketing campaign. The key to the argument will revolve around the customer lifetime value concept.

Categories Discussion Exercises, Services/CRM

Internal Marketing: Changing the Corporate Culture

For this exercise, students act as consultants brought into a large firm with the goal of shifting the firm’s corporate culture in order to improve its level of marketing orientation.

Categories Discussion Exercises, Marketing Environment

Impact of Management Values on Strategy

The student task is to identify whether the management style of the CEO would influence the firm’s decision to pursue new products. In order to illustrate the influence of top management values, the profiles of four different CEOs are presented.

Categories Decisions and Mini-Cases, Marketing Environment, New Product Process, role play, Strategy and Plans

Assessing the Corporate Culture

In this task, students identify how different internal environments influence firms choices of marketing strategy.  

Categories Discussion Exercises, Marketing Environment, role play, Strategy and Plans

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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