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Great Ideas for Teaching Marketing

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retail

Real Burger World (RBW) Case Study

RBW was a small hamburger chain established in the UK in the early 2000’s. Despite a significant financial investment, professional management, the use of branding consultants, and extensive media coverage, the business did not prove to be viable and closed within a few years.

Categories Consumer Behavior, New Product Process, Services/CRM, Strategy and Plans

Staff Bonuses and Internal Marketing

For this exercise, which is based on Sports Direct (a major UK sports retailer) and the impact of its attractive staff bonus on sales, profitability, and marketing results.

Categories Discussion Exercises, Marketing Environment, News item, Places and Channels, Services/CRM

J.C. Penney’s Cost-cutting Transformation

In this mini-case, students review the efforts of the J.C. Penney department store to more efficiently compete on price, primarily underpinned by a cost-cutting program. But is this the best approach?

Categories Discussion Exercises, News item, Places and Channels, Pricing

From Bricks and Mortar to Online Retailing

In this exercise, students review the key trends impacting of online retailing on traditional shopping centers and retailers. The challenge is to determine the best way forward for these traditional retailers.  

Categories Digital Marketing, Discussion Exercises, Marketing Environment, News item, Places and Channels

Using Trade Promotions

In this activity, students are presented with a list of trade promotion tools and choose the ones most appropriate for two different firms, with differing promotional objectives.

Categories Business Markets, Discussion Exercises, Promotion, Review Exercises

The Value of Loyalty Programs

In this exercise, students need to decide whether a large retail chain would benefit from implementing a customer loyalty program.

Categories Discussion Exercises, Promotion, role play, Services/CRM

Will the Retailer Support the Sales Promotion?

A significant proportion of planned sales promotions do not get implemented due to the lack of full support by the retailer. The student task is to determine whether the retailer is likely to run/support the sales promotion.

Categories Analysis and Metrics, Business Markets, Discussion Exercises, Promotion

Which Sales Promotion Tool?

Firms may use a variety of sales promotion tools to help them increase short-term sales. Students choose from a list of possible tools and identify which one/s would be most appropriate.

Categories B2B Marketing, Promotion, Review Exercises

Evaluate their Retail Strategy

This case study outlines the strategic plan for Thompson-Smith, a fictitious retailer with multiple brands (retail formats). The task is to evaluate their five strategic priorities.

Categories Decisions and Mini-Cases, Places and Channels, Segmentation and Positioning, Services/CRM, Strategy and Plans

Designing the Retail Strategy

The student task is to determine a strategy for a fruit and vegetable store, to ensure its continued success. A number of potential ideas have been listed to get students going a littler deeper.

Categories Decisions and Mini-Cases, Places and Channels, Services/CRM, 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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