This is a visual activity introduces marketing students to the concept of forming market segments using consumer data. It is a very helpful exercise for reinforcing that segments need to be homogeneous, yet distinctive.
Using Scatter Charts for Market Segments Review the Teaching Activity
This task is based on an excerpt from a study on Millennials (Gen Y) – and their view of marketing communication from banks – so how can we reach them?
Communicating to Gen Y Review the Teaching Activity
In this exercise, students look at the role of the internal marketing environment when developing a marketing strategy.
The Internal Marketing Environment Review the Teaching Activity
In this discussion activity, students will look at the possible core competencies for Apple and discuss how appropriate that they are and how they would guide Apple’s marketing strategy
Apple and Core Competencies Review the Teaching Activity
In this exercise, students outline their own understanding of the role marketing – using their own words, rather than a formal definition – to assist with their understanding.
Role of Marketing Review the Teaching Activity
Student exercise to discuss Walmart and the concept of societal marketing and how it fits with profit goals.
Walmart and Corporate Social Responsibility Review the Teaching Activity
Students are presented with various BCG matrixes where the portfolios are tracked over time and they need to identify why the portfolios follow these patterns and what are the strategic implications.
Reading Trends in the BCG Matrix Review the Teaching Activity
In this activity, students are presented with several BCG matrix examples and are required to identify the positives and the concerns with the structure of the portfolio.
Analyzing the BCG Matrix Review the Teaching Activity
In this discussion activity, marketing students outline the marketing mix considerations associated with the consumer products classification scheme.
The Consumer Products Classification Scheme Review the Teaching Activity
A exercise for marketing students where they create and interpret a perceptual map. Contains a download for a free online template for perceptual mapping.
Creating and Interpreting a Perceptual Map Review the Teaching Activity