In this very simple and fun exercise, students have to choose between two identical products – but one has the advantage of a very strong brand versus an unknown brand – will your students pay more just for the brand and why?
Will You Pay More Just for the Brand? Review the Teaching Activity
In this video-based case study students will examine the repositioning of an established brand. In marketing textbooks, we often see repositioning as a “last resort”, but in this case the brand was reasonably well-placed and profitable, but the brand management took a longer term view of the brand and were willing to rethink their strategy.
Successful Repositioning Video Case Study Review the Teaching Activity
This is a handy list of all the free tools available on the GITM website. Here you can find all the download links for the tools, as well as how-to-use videos.
List of All Free Marketing Tools Review the Teaching Activity
PESTLE analysis can provide an excellent summary of relevant macro-environment factors. This task is to familiarize your students with the concept of PESTLE and get them to classify where each macro factor would fit into a summary PESTLE analysis.
PESTLE Analysis: What Goes Where? Review the Teaching Activity
This is a free Excel-based tool for making a detailed PESTLE analysis within minutes. A great way to introduce your students to situational analysis of the macro-environment and how it fits with SWOT and strategy.
PESTLE Analysis Tool Review the Teaching Activity
While SWOT analysis is an effective tool for synthesizing the situational analysis component of a marketing plan, it is often challenging working out where in SWOT that the finding should be allocated. In this task, students sort through sets of marketing information and classify them into the SWOT matrix boxes.
SWOT Analysis: What Goes in Which Box? Review the Teaching Activity
This is a simple worksheet activity for individual students where they sort 20 terms and phrases into whether it is referring to SEO or SEM.
SEO or SEM: What’s the Difference? Review the Teaching Activity
In this activity, students are presented with basic costs and a demand curve for the local pizza shop and they are asked to calculate the best price point to maximize profits. Note: will require students to have basic spreadsheet access and skills.
Setting the Right Price (Spreadsheet Exercise) Review the Teaching Activity
The leaky bucket theory is an analogy used in customer lifetime value to highlight the need to balance new customer acquisition and customer retention. Students review what is the best approach and what impact it has on a firm.
Leaky Bucket Theory Review the Teaching Activity
In this discussion-based exercise, students explore the factors that make marketing such as interesting, yet challenging, career path. Ideal for student cohorts thinking about pursuing marketing as their profession.
Is Marketing a Challenging Career? Review the Teaching Activity