This website uses technical, customisation and analytical cookies, both first-party and third-party, to anonymously facilitate browsing and analyse statistics on use of the website. Learn more
Default Category
-
Behavioral Experiment (A): Behavioral Insights Marketing Research Exercise
Reutskaja, ElenaExercise ME-6-EMarketingThis exercise is designed to enrich students' understanding of the "behavioral experiment" - a marketing research method used by organizations to generate behavioral insights. Students are asked to conduct one behavioral experiment and are given guidelines and instructions on how to perform this task.Starting at €8.20
-
Your Professional Brand: Creating a Brand Essence Statement for Your Internship
Whitler, Kimberly A.; Moore, Marian ChapmanExercise DARDEN-M-0881-EMarketingAlthough not all MBA students end up working in a marketing function and/or on a brand per se, all students will develop a professional brand, whether it is proactively built or created through happenstance. This exercise helps guide students through a process to think strategically about how to develop their professional brand in an internship setting. It is used in conjunction with a technical note that details how to build brands using a tool ...Starting at €8.20
-
A Strategic Marketing Plan to Successfully Deliver Your Professional Brand
Whitler, Kimberly A.Exercise DARDEN-M-0894-EMarketingThis exercise will help students understand how to develop a Strategic Marketing Plan: an essential skill, but one that many business, government, and organizational leaders are not equipped to develop strong and competitively superior strategic plans. Because it is complicated to develop a case with the information needed for students to practice developing a Strategic Marketing Plan, this exercise is designed to help students understand how to ...Starting at €8.20
-
Quick Mechanic Outlets
Oliver, XavierExercise ME-5-EMarketingIn a market where consumers do not have any preferences, a company is considering its future, convinced that the only way it can survive is either by lowering prices further or creating a story that will be transmitted from one customer to the next. It will therefore have to get workers, suppliers and users involved in a project that is bigger than that of a chain of quick repair shops.Starting at €8.20
-
Apple Stores: A profound change in model
Oliver, XavierExercise ME-4-EMarketingWhen Apple decided to open its own stores it went from being a cult brand to becoming an object of desire and a shopping experience. Its stores offer something no one had ever offered before: support at all levels. The training courses and Genius Bar are free services that mean the stores are always full and now sell more per square meter than any other store in the world.Starting at €8.20
-
The Power of Persuasion: An Exercise in Creating Persuasive Advertising
Michael Parent; Leyland Pitt; Stacey MorrisonExercise IVEY-9B09A001-EMarketingDo subliminal cues have an effect on behaviour? This question is at the heart of many debates in advertising. In this exercise, students can determine, through their own experience, the impact of subconscious cues on their decisions. In this simulation, the instructor places a number of specific cues throughout the building. Students, in turn, are tasked with creating an advertising poster for a chain of children's play centres. Inevitably, their...Starting at €8.20
-
Salty Snacks
John DawesExercise IVEY-9B10A015-EMarketingThe Salty Snacks case is a data analysis exercise using Excel. The case uses real data from a consumer goods panel. It presents the student with a table of purchase duplications for a set of salty snack brands, and the student's task is to identify the competitive structure of the market, that is, which brands compete more intensely with each other. The task is similar to what brand managers in consumer goods companies face on a regular basis. Th...Starting at €8.20
-
Observational Study (A): Behavioral Insights Marketing Research Exercise
Reutskaja, ElenaExercise ME-12-EMarketingThis exercise is designed to enrich students' understanding of the "observational study" - a marketing research method used by organizations to generate behavioral insights. Students are asked to conduct one observational study and are given detailed guidelines and instructions on how to perform this task.Starting at €8.20
-
In-Depth Interviews (A): Behavioral Insights Marketing Research Exercise
Reutskaja, ElenaExercise ME-10-EMarketingThis exercise is designed to enrich students' understanding of the "in-depth interview" - a marketing research method used by organizations to generate behavioral insights. Students are asked to conduct 3-4 in-depth interviews and are given guidelines and instructions on how to perform this task.Starting at €8.20
-
Apple Stores: A profound change in model (Portuguese Version, Brazil)
Oliver Conti, XavierExercise ME-4-PBMarketingWhen Apple decided to open its own stores it went from being a cult brand to becoming an object of desire and a shopping experience. Its stores offer something no one had ever offered before: support at all levels. The training courses and Genius Bar are free services that mean the stores are always full and now sell more per square meter than any other store in the world.Starting at €8.20