| Rachael Powell from Proctor & Gamble (foreground) with students i... Rachael Powell from Proctor & Gamble (foreground) with students in the background who were all members of the top eight teams (56 teams in all) who competed in the case study exercise. Students pictured are (left to right) Jessica Booth, Alex Penklis, Sam Condon, Victoria San Gil, Ryan Curtis, Clifford Lewis, Lauren Sykes, Katherine MacLatchy and Natalie Viselli |
Proctor & Gamble give students a taste of real life marketing
13 Jun 2008 | Bernie Goldie
Students in the Department of Marketing’s Consumer Behaviour course have experienced a taste of real life marketing decisions for the past five weeks.
The Department has been running a competition based on a real life case study brought to them by Proctor & Gamble (P&G).
P&G approached the University of Wollongong with the idea of running the competition.
Associate Lecturer in the Department of Marketing, Janette Rowland, said the idea behind the competition was for students to have the opportunity to make marketing decisions such as:
• the goals and objectives to aim for
• who the appropriate target market for their product would be
• the type of research needed to find out how to optimise marketing strategies and
• which marketing strategies to finally implement
Each decision had ramifications that had an impact on the next stage of the exercise.
The students' responses were collected and analysed by P&G each week culminating in a final net profit result.
The groups who received the highest net profit results were announced in the final lecture as well as finding out what happened in the actual P&G case.
The students learnt first hand about the impact of marketing decisions on the bottom line.
P&G approached the Consumer Behaviour course class also to make students aware of job opportunities within the field.
A representative from P&G attended a morning tea event on 12 June to award prizes to the three leading groups as well as those who achieved the best result from each tutorial group.
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