Marketing Management (M240)

Graduate School of Business, Stanford University

Exercises

• Positioning

  In this exercise, students teams will begin by providing information on their perceptions and preferences for a number of existing products in a given product category. They will then use this information (and the information provided by other teams) to formulate a positioning strategy for a new product and develop a message strategy designed to accomplish the intended positioning. Once the positioning exercise is complete, students will complete a second survey so that we can assess how well each team fared in achieving the desired market position.
  
  • Fill out first survey
  • Download information on market structure
  • Fill out second survey
  
  

• New Product Development

  This exercise, to be played in competition with other students teams, requires students to develop a successful program for new product development in a competitive environment.
  
  • Download the exercise
  
  

• Product Line Management

  What is the optimal level of product variety to offer customers?
  
  • Download the exercise
  
  

• Media Planning

  How to set up a schedule that best meets the firms objectives with respect to awareness, attitude, and impact on purchase intentions?
  
  • Download the exercise
  
  

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