Even More Teaching Activities
Working with Brand Personality
In this exercise, students describe well-known brands in terms of their brand personality. A list of personality traits and descriptors are provided. In addition, the activity explores the role of brand personality versus more tangible brand metrics.
What Should Be Our Marketing Target?
This activity introduces students to the concept of marketing models and how to set goals and targets to achieve top-level goals like sales revenue and profit. EXCLUSIVE ACTIVITY FOR MEMBERS
Cost Leadership Strategy
This activity highlights some of the practices that Aldi Supermarkets have adopted to achieve a cost leadership position and provide ongoing longer prices to customers.
Apple’s Initial Phone Strategic Alliance
This student exercise uses a YouTube video that shows Steve Jobs announcing the iTunes phone in 2005, two years before the iPhone. It introduces students to strategic alliances, competitive strategy, capabilities, and the new product process.