From Research to Strategy
In this mini case study, students need to outline a top-level marketing strategy that will help guide a B2B firm to achieve their financial goals.
From Research to Strategy Review the Teaching Activity
Role Plays
Evaluating a Questionnaire
For this task, students (with one acting as the interviewer) will identify numerous issues with a poorly designed questionnaire.
Evaluating a Questionnaire Review the Teaching Activity
Balancing the Needs of Publics (Stakeholders)
In this role-play exercise, students take the role of the CEO and other stakeholders. How will they balance all the conflicting needs and demands?
Balancing the Needs of Publics (Stakeholders) Review the Teaching Activity
Impact of Management Values on Strategy
The student task is to identify whether the management style of the CEO would influence the firm’s decision to pursue new products. In order to illustrate the influence of top management values, the profiles of four different CEOs are presented.
Impact of Management Values on Strategy Review the Teaching Activity
Assessing the Corporate Culture
In this task, students identify how different internal environments influence firms choices of marketing strategy.
Assessing the Corporate Culture Review the Teaching Activity
Should We Broaden Our Product Offering?
In this exercise, students assess the for and against of a franchised food retailer broadening their product range, as the proposed move has both opportunities and substantial risks.
Should We Broaden Our Product Offering? Review the Teaching Activity
Developing a Marketing Mix
In this exercise, students select the most appropriate marketing strategy and then develop a suitable marketing mix, based upon a
proposed new chain of Italian and pizza restaurants.
Developing a Marketing Mix Review the Teaching Activity