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Great Ideas for Teaching Marketing

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segment profiles

How to Develop a Segment Profile

An in-class exercise for marketing students to develop a better understanding of a market segment through constructing a segment profile.

Categories Consumer Behavior, Segmentation and Positioning

How to Segment a Market

The task is to construct your a segmentation approach, using a list of 15 possible market segments that could exist in virtually any market.

Categories Segmentation and Positioning

Positioning Our New Product

In this exercise, students are presented with alternative positioning slogans for a smart phone firm – which one would they choose and why?

Categories Discussion Exercises, New Product Process, Segmentation and Positioning

Positioning Kid’s Home-delivered Food

For this activity, students need to select the most appropriate positioning for a firm that currently home delivers pre-prepared food to people who are trying to lose weight. They have now decided to pursue an opportunity in providing a somewhat similar product, but this time, targeted at children.

Categories Consumer Behavior, Decisions and Mini-Cases, New Product Process, Segmentation and Positioning

Is this Target Market Viable?

The student task is to evaluate whether the proposed target market for a new luxury service is the best approach.

Categories Consumer Behavior, Discussion Exercises, New Product Process, Segmentation and Positioning

Meeting Target Market Needs

The task is to outline a marketing mix for a holiday that would best suit different market segments.

Categories Consumer Behavior, Discussion Exercises, Segmentation and Positioning, Services/CRM

Segment Nicknames and Brand Personas

The task in this activity is to see how much can be determined about the target market consumer by the ‘segment nickname’ it has been given.

Categories Consumer Behavior, Review Exercises, Segmentation and Positioning

Shopping Styles

The student task in this activity is to match the various shopping motivations to the three types of buyers listed below.

Categories Consumer Behavior, Review Exercises, Segmentation and Positioning

Social Class Behavior

In this activity, students need to outline their perception of the differences between an ‘upper social class’ and a ‘lower social class’ consumer, in terms of market behavior.

Categories Consumer Behavior, Review Exercises, Segmentation and Positioning

Perceptions of Occupation Status

For this exercise, students need to determine the social status of various occupations, ranking a list of occupations from highest to lowest status

Categories Consumer Behavior, Review Exercises
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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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