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Great Ideas for Teaching Marketing

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mission statement

What are Core Competencies?

This activity explores the concept of core competencies and their role in the development of a marketing strategy.

Categories Discussion Exercises, Strategy and Plans

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

Improving the New Product Process

In this case study, students review the new product development process for a firm and identify what they appeared to do well, and identify potential improvement areas for the future.

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

What’s Our Market Share?

In this exercise, students simply need to work out the firm’s unit market share. They have provided with the numbers to help them. It should be a simple exercise, shouldn’t it? Well, perhaps not?

Categories Analysis and Metrics, Discussion Exercises, Segmentation and Positioning

What’s the Best Strategy Choice?

In this mini-case study, students need to select the best growth strategies, for a producer of cheeses, from a choice of seven options.

Categories Decisions and Mini-Cases, Strategy and Plans

Using the BCG Matrix

In this mini-case study, students are required to allocate $250m in funds across a firm’s four strategic business units, using the BCG matrix as their primarily guide.  

Categories Decisions and Mini-Cases, Discussion Exercises, Strategy and Plans, Tools

Strategy Focus

In this exercise, students need to review the possible strategy development path for a textbook publisher, which is a firm that tends to pursue virtually whatever market opportunities that have been presented.

Categories Discussion Exercises, Introductory Concepts, 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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