1. What is the key to success at Mall of America? 

2. What trends contributed to the idea for the Mall of America? 

3. What challenges does Mall of America face as it strives to continue its success? 

4. What specific actions has Mall of America taken to address each challenge? 

This case provides an exciting look into the reasons for the success of the largest mall in the United States – Mall of America (MOA). The marketing team at Mall of America explains that the secret to success at MOA is to provide a unique shopping experience each time a customer visits. The marketing of MOA focuses on three key activities: attracting retail and entertainment tenants, attracting shoppers, and increasing MOA’s presence in the marketplace. The tenants consist of more than 500 stores that range from familiar names to stores that are unique to the Mall, in addition to a variety of restaurant and entertainment options. The customers consist of local residents and tourists of all ages from around the globe. MOA’s marketplace presence is the result of its many communication programs. Students learn about specific marketing actions, including a growing emphasis on social media, related to these activities.