Assessing a Strategic Alliance
In this mini-case study, students assess whether a joint venture between Tesco Bank and Aviva (insurance) has benefits for both players, as well as its joint customers.
strategy hierarchy
Developing a Strategy and a Marketing Mix
In this activity, students develop an appropriate retail design and connected marketing mix for a potential new restaurant. Multiple thought-starters are provided for students.
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).
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.
