Assessing a Strategic Alliance

In this mini-case study, you are required to determine whether a joint venture between Tesco Bank and Aviva (insurance) has benefits for both players as well as customers. To do this task successfully, you will need to consider what capabilities each organization is likely to provide to the strategic alliance.Continue reading...

Developing a Strategy and a Marketing Mix

This activity requires you to develop an appropriate marketing mix for your own restaurant. (Assume that you have a suitable budget and that reasonable expenditure is possible.)

Firstly, decide on your overall strategy and your target market (that is, what is going to make your restaurant successful in a very Continue reading...

Strategy Hierarchy Levels

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity can be discussed in pairs, or could potentially be an individual student exercise.
Student audience: This exercise is more suitable for students of introductory marketing.
Exercise time: The exercise time should be around 5-10 minutes, plus any additional time … Continue reading...

Are these marketing tasks?

For this exercise, review the list of work tasks below and identify which ones are likely (or not) to be part of a marketing role.

For this activity, we will assume that the company in question manufactures cookies.

As you go through the list, consider at which “level” of employee Continue reading...