Assessing the Corporate Culture
In this task, students identify how different internal environments influence firms choices of marketing strategy.
people
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.
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.
Should We Introduce a CRM Program?
Students help a major department store to evaluate their idea for a new CRM program. What advice do they give them?
What CRM Tactics Should We Use?
For this exercise, students are the marketing manager for a large hotel chain, where they are asked to put together a CRM program for the hotel’s major customers.
Need to Improve Internal Marketing?
In this activity, students review the disappointing performance of a marketing campaign and determine where the problem occurred and does this firm need to spend more time and effort on its ‘internal marketing’ program?
The Need for Internal Marketing
Students are presented with an excerpt from a monthly ‘performance’ one-on-one meeting. Who is at fault? How can this situation be improved for the future?
Should We Empower Our Staff?
A large department store chain are discussing the merits of introducing a system of greater staff empowerment. But the team cannot decide what to do – can your students help them?
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.
Impact of Reduced Staff Empowerment
Students review a retailer who have changed their refund policy – did management make the right decision by reducing staff empowerment? Includes aspects of CRM and CLV.