What are Core Competencies?
This activity explores the concept of core competencies and their role in the development of a marketing strategy.
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What are Core Competencies? Review the Teaching Activity
Member Activities
A Successful Entrepreneurial Start-up
This student discussion exercise is built around a video where the founder and CEO of the Dollar Shave Club discusses how the business was built and has been made successful.
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A Successful Entrepreneurial Start-up Review the Teaching Activity
Most Valuable Global Brands: 2015 vs 2021
This marketing exercise is designed to look at the most valuable brands in the world – as highlighted by BrandZ – comparing the top 10 brands from 2015 to 2021.
Most Valuable Global Brands: 2015 vs 2021 Review the Teaching Activity
Can Marketers Become CEOs?
Students review quotes from an article on whether marketers can progress to CEO level and what skills sets that they need.
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Can Marketers Become CEOs? Review the Teaching Activity
Using the Five Product Level Model
A discussion exercise for marketing students, where students split two products of their choice into the five levels of core, actual, augmented, and so on.
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Using the Five Product Level Model Review the Teaching Activity
A Too Aggressive Competitive Marketing Strategy?
In this discussion case, students of marketing strategy will examine whether a campaign to block competitive moves is warranted? This case looks at Crystal Pepsi vs Tab Clear.
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A Too Aggressive Competitive Marketing Strategy? Review the Teaching Activity
Consumer Product Classification: Marketing Challenges
In this discussion exercise, students can role-play and debate the unique marketing challenges associated with different classes of consumer products.
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Consumer Product Classification: Marketing Challenges Review the Teaching Activity
Marketing Mix Decisions for Shopping Products
This teaching activity is designed for small groups of students to discuss the value of the consumer products classification scheme.
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Marketing Mix Decisions for Shopping Products Review the Teaching Activity
Customer Lifetime Value Calculation (a step-by-step guide)
In this exercise, students work through a customer lifetime value calculation and explain the individual components, ideal for advanced marketing students.
Customer Lifetime Value Calculation (a step-by-step guide) Review the Teaching Activity
Interpreting Customer Lifetime Value
A task for marketing students where they need to interpret the output of a customer lifetime value (CLV) calculation.
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Interpreting Customer Lifetime Value Review the Teaching Activity