The teaching resource outline Understanding Marketing Concepts (Short Version - Part 1, 2 and 3) describes the draft of a teaching resource that has been split into 3 parts. It was developed to show students the importance of marketing, and the power marketing can have on the success and sustainability of a company. The students will have the opportunity to firstly practice their marketing skills by attempting to market a difficult item, secondly they will look at famous marketing case studies, that had both marketing successes and failures. Most importantly, the students will get the opportunity to work closely with a marketing manager, creating a marketing campaign for a failing company. The winning group will get their marketing campaign published and get hands on experience of working with a company.
The aim of these teaching resources is to make businesses aware of the role marketing plays in the overall success and sustainability of their company.
These teaching resources will incorporate but are not limited to the following methods:
• Educational Game
• Case Study Teaching
• Stakeholder Visit
The teaching set describes three independent teaching resources, which are designed to be completed one after another these include:
1. Educational Game - Sell me this item
2. Case Study Teaching – Famous Marketing Campaigns
3. Stakeholder Visit – The Power of Marketing
Understanding Marketing Concepts (Short Version - Part 1, 2 and 3) is based (and slightly modified) on the Teaching Resource, “Understand Marketing Concepts through exploring case studies; success stories and big failures”. The original teaching resource was split into 3 parts to give lecturers the opportunity to incorporate active learning as a central part of their teaching, thus improving students’ overall understanding of difficult marketing concepts.
Part 1 – Educational Game - Sell me this item
The students will work in groups of 3, they will pick a random item from a bag and will be asked to create a marketing campaign for this item and present it to the class. The purpose of this task is to allow the students to develop their marketing skills and get feedback from their classmates on how to improve their marketing campaigns. This task allows students to see how difficult it can be for companies to market difficult items, which can in turn cause the failure of the company. It shows students the importance of marketing to the sustainability of a company.
Through good and bad economic times, marketing plays a pivotal role in any business. Determining and satisfying the needs of consumers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. In this sense, it is necessary for the students to understand the basic concepts of marketing.
Students will get the opportunity to learn vital marketing skills and learn what not to do from some famous marketing case studies. They will also get the opportunity to meet with some key stakeholders who will share their experiences with the students, and most importantly the students will get the opportunity to turn a failing business around, and thus improve the sustainability of the company. The skills learned in this teaching resource will be vital to students in their professional career, and could help other companies become more sustainable in the future.