CityMall: Promoting Patronage Among Locals

by: Dexter Velez

Publication Date: March 10, 2017
Length: 7 pages
Product ID#: 1-007-600

Core Disciplines: Communications, Marketing/Sales, Negotiations, Strategy & Management

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Teaching Note

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CityMall Tetuan is a newly established mall in Zamboanga City. The mall had a promising start but is now seeing a decline in customers coming to the mall, particularly in light of the increased competition from large malls. Edzel Ned Nohay, the mall’s marketing assistant, needs to come up with a marketing strategy to increase foot traffic to the mall. But, at the same time, he can’t act entirely independently because the mall’s top management – which sits 10,000 miles away – develops marketing strategies for all CityMall branches. Through this case, students learn the concepts of marketing mix and consumer behavior as they grapple with strategic and tactical decisions in developing a marketing strategy that suits the local mall.

Teaching Objectives

After reading and discussing the material, students should:

  • Understand how different malls operate.
  • Identify marketing strategies that are crucial for a mall operation.
  • Understand how consumer behavior works in different areas / locations.
  • Design a new marketing strategy for a mall.