Students are presented with 10 mini brand personas for the hotel industry. Their task is to choose a buyer persona and map out their customer journey. A starting example has been provided as a guide.
Buyer Personas and their Customer Journeys Review the Teaching Activity
In this mini case study, students assess Burger King’s strategy to grow its market share in their home market in 2023 and beyond. The firm undertook an aggressive marketing program across multiple marketing mix elements, and started to look at product-based (rather than firm-based) differentiation as the key to their growth success.
Growing Market Share: Burger King Case Study Review the Teaching Activity
This is another classic case study, when Pepsi tried to create a breakfast market for cola. This activity is structured in two teaching formats and can be run as a role-play exercise or as a case study discussion.
Pepsi AM Breakfast Soda: Classic Case Study Review the Teaching Activity
Welcome to the Retail Wars Sim Game! In this Sim Game, student teams will compete against each other in a new and growing retail sector. Each team starts with one store and can grow their retailing empire to 20 stores. As a retailer, students need to make decisions on all 7Ps of the marketing mix each round of the game. A fun and engaging game to play.
Retail Wars Sim Game Review the Teaching Activity
In this activity, students need to segment consumers – based on their comments, attitudes, and behaviors – using demographic, psychographic, and behavioral segmentation bases, to construct three different segmentation structures. Then they need to determine which segmentation structure is the best from a marketing perspective.
Using Different Bases for Market Segmentation Review the Teaching Activity
This case looks at Patagonia, a company that is highly successful in terms of growth and profits, but also makes a substantial contribution to the environment, sustainability, and even to the anti-consumer movement and ideology.
Patagonia Case Study: Marketing to Anti-Consumers Review the Teaching Activity
This activity addresses the trend of anti-consumerism and provides a brief profile of an anti-consumer. Students discuss the change in consumer behavior and its resultant impact on marketing activities.
The Marketing Challenge of Anti-Consumerism Review the Teaching Activity
Students review several key strategic points about Apple, in order to identify the role of their strategic capabilities and how that gives them an ongoing competitive advantage in the marketplace.
EXCLUSIVE MEMBER ACTIVITY
Role of Capabilities Review the Teaching Activity
In this activity students identify the role and influence of marketing in various key projects for a company. It is a helpful exercise for students to understand the breadth and extent of how marketing impacts a company overall. Also a helpful activity for introducing the concept of internal marketing.
Does Marketing Have the Lead? Review the Teaching Activity
This Sim Game is structured around the 4Ps marketing mix. Students manage up to 2 brands across 5 rounds to see which team can have the most marketing success. The game is Excel-based and is easy-to-use.
Marketing Mix Sim Game Review the Teaching Activity