Role of Marketing

Teaching Notes for this Marketing Activity

This is an introductory exercise suitable for use in the first few weeks of a marketing course. It assumes no theoretical marketing knowledge, but instead gives a good insight into the student’s existing perceptions and understanding of marketing at the outset of their course.

This is a flexible exercise that can be structured as … See the full activity...

Shift to Societal Marketing

The following exercise contains is a list of questions facing particular industries, where there is increasing expectations on them to move to a more socially responsible position. Identify the arguments for and against – what would you recommend in each case?

 

ACTIVITY/TASK

  1. Should car manufacturers only produce vehicles that have maximum speed of the legal speed limit, as speeding
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The Need for Marketing

Does marketing promote consumption for its own sake? Certainly there are some people who gain status from their possessions. But is this the fault of marketing or just a general trend of the changing environment? To assist you, listed below are some comments from a recent focus group on this particular issue.

 

ACTIVITY/TASK

  1. “I really don’t understand young people
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What a Sales Manager Does?

As implied by his/her title, a sales manager is responsible for achieving targeted sales through the effective management of a sales team. In this activity, you need to identify (from the list below) what tasks that a sales manager actually does.

 

ACTIVITY/TASK

  1. Structuring sales bonuses
  2. Giving ‘motivational’ talks
  3. Phoning key customers
  4. Writing newsletters
  5. Helping with direct marketing activities
  6. Helping staff
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Making a Joint Business Decision

An insurance firm is looking to upgrade its operating software system. They are faced with three alternatives, which are listed below. In this ‘role-play’ activity, you will play the role of either:

  •  IT manager (you would like a ‘manageable’ change)
  • Finance manager (you want a great finance reporting fit)
  • Marketing manager (you want a great marketing reporting fit)
  • Human Resources
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Strategy Hierarchy Levels

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity can be discussed in pairs, or could potentially be an individual student exercise.
Student audience: This exercise is more suitable for students of introductory marketing.
Exercise time: The exercise time should be around 5-10 minutes, plus any additional time for an overall class discussion.

Student Task

In this exercise, … See the full activity...

What is marketing?

Student Task

In this activity, we will use a quick overview of McDonald’s in order to try and identify the reasons for their success throughout the world and the contribution of marketing (if any) to their overall performance. This will help in gaining a good sense of the scope of marketing in a large firm.

ACTIVITY/TASK

Let’s face it … See the full activity...

The Role of a Marketer

The aim of this exercise is to identify the likely tasks of someone in a marketing role. In other words, what day-to-day functions do marketers perform?

Please review the list of business tasks outlined below. For each task, determine how likely it would be for somebody in marketing (that is, they could be anyone in marketing, junior or senior) to See the full activity...

Perceptions of Marketing

This exercise is designed to explore how you and your fellow students perceive the role and perception of marketing.

Listed below is a series of statements about marketing. Identify which ones do you agree with and which ones you disagree with? When you have finished, compare your perceptions against those of your fellow students .

(Please note that there are See the full activity...