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Great Ideas for Teaching Marketing

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products

Allocating Fixed Costs (Product Profitability)

Allocating fixed costs to products, in order to more fully assess product profitability, can be determined in different ways with different outcomes. In this simple example, students assess the impact of allocating fixed costs to its products profitability.

Categories Analysis and Metrics, Pricing, Products and Brands

IMC Tools for a Major Campaign

In this activity, students need to help a bank decide the most appropriate IMC tools mix for a major launch of a new innovative credit card.

Categories Decisions and Mini-Cases, New Product Process, Promotion, Services/CRM, Strategy and Plans

Handling Channel Conflict

When a firm utilizes multiple channels, it is likely that channel conflict will occur from time to time. This activity is based upon a real business situation. What would your students do in this situation?

Categories Business Markets, Decisions and Mini-Cases, Places and Channels, Products and Brands, Promotion

Product Management Decisions

Students assume the role of a product manager for frozen pizza. They are faced with several strategic choices for which way to grow the product line and its profits.

Categories Decisions and Mini-Cases, New Product Process, Products and Brands, Strategy and Plans

Line and Brand Extensions

Firms are usually faced with four broad branding choices, with the key goal of growing brand equity. In this activity, students classify examples to the type of brand strategy.
 

Categories New Product Process, Products and Brands, Review Exercises

Changing Product Attributes – A Good Idea?

This company has an idea to modify the attributes of its existing product. The goal is to try and increase sales. However, there is a risk that sales could actually decrease instead – what do your students think?

Categories Decisions and Mini-Cases, New Product Process, Products and Brands, Research and MIS, Strategy and Plans

Product Design = Mix of Attributes

By changing a product’s mix of attributes you effectively create new products, which may provide a unique solution. In this activity, students modify the mix of attributes for a table, in order to meet different needs.

Categories Discussion Exercises, New Product Process, Products and Brands

Unique Characteristics of Services

Services have a number of distinct characteristics that create a unique set of marketing challenges for services marketers. The task is to review customer statements to identify the distinguishing service characteristic.

Categories Discussion Exercises, Products and Brands

Classifying Consumer Products

Consumer products can be classified into four different types, to help understand consumer behavior and to assist in the design of the marketing mix. The task is to classify a list of products.

Categories Products and Brands, Review Exercises

Designing a Product’s Augmentation

In this activity for a banking ‘club”, students need to determine what would be the appropriate level of augmentation for each of the club’s elements.

Categories Decisions and Mini-Cases, New Product Process, Products and Brands
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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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