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Great Ideas for Teaching Marketing

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marketing orientation

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

A Tough New Product Decision

Gillette has long been the leader in the razor market. However, to maintain their position they have had to make some tough decisions along the way. Review the following situation – if you were the CEO, would you have made the same decision?

Categories Discussion Exercises, New Product Process, Products and Brands, Strategy and Plans

Marketing’s Role in the New Product Process

The task is to review the following list of new product development tasks and evaluate whether or not the marketing function would be involved.

Categories Discussion Exercises, New Product Process

Strategy Hierarchy Levels

In this exercise, students required to determine at what strategy hierarchy level each of the following marketing decisions have most likely been made; choosing from corporate, strategic business unit (SBU) or functional (within marketing).

Categories Discussion Exercises, Review Exercises, Strategy and Plans

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

What is Marketing at McDonald’s?

In this activity, students review an overview of McDonald’s in their early days to identify the reasons for their success and the importance of marketing in their overall performance.

Categories Discussion Exercises, Introductory Concepts, Marketing Environment, Strategy and Plans

Are these Marketing Tasks?

For this exercise, students review a list of work tasks and identify which ones are likely (or not) to be part of a marketing role – an activity designed to help students further understand what a marketer does.

Categories Discussion Exercises, Introductory Concepts, Review Exercises, Strategy and Plans

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?

Categories Introductory Concepts, Review Exercises

Which Marketing Orientation is Best?

In this activity, students are presented with a discussion from a manager’s meeting for a new manufacturer of bicycles. The students’ task is to determine which marketing orientation/philosophy they should adopt.

Categories Decisions and Mini-Cases, Introductory Concepts, Strategy and Plans

Understanding Marketing Orientation

In this exercise, students are required to identify which Marketing Orientation/Philosophy that different firms appear to follow, based on the statement that they have made on the way that they operate their business.

Categories Introductory Concepts, Review Exercises, Strategy and Plans
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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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