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.
internal marketing
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.
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?
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.
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.
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.
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.
Assessing the Corporate Culture
In this task, students identify how different internal environments influence firms choices of marketing strategy.
