This task is designed as a hands-on activity where students visit two competing retailers an act as a mystery shopper and evaluate the retail design, atmosphere, and overall presentation of the players. This then leads into an in-class discussion on retail atmospherics and how it impacts shopping behavior as well as consumer perceptions.
Mystery Shopper Exercise and Worksheet (Retailing) Review the Teaching Activity
This Starbucks case study focuses on their longstanding “third place” concept, which has been a key component of their success and differentiation. However, your students will need to assess whether this “third place” offering remains a viable strategy in today’s marketing environment, considering trends like remote work, increased competition, cost of living concerns, and shifting consumer expectations.
Starbucks Third Place Positioning – Still Relevant? Review the Teaching Activity
In this activity, students review an Australian tourism campaign that included a fake news story about an upcoming Crocodile Dundee movie. Featuring Hollywood celebrities like Chris Hemsworth and Margot Robbie, and employing humor, film references, PR stunts, and a Super Bowl TV spot, the campaign captured global attention. This exercise crosses into international marketing, leveraging consumer insight, creative storytelling, media strategy, and campaign effectiveness.
Crocodile Dundee Tourism Case Study Review the Teaching Activity
This activity explores Universal Studios’ international expansion, focusing on its entry into Japan and how it adapted its offerings to suit local tastes. It helps students understand the intricacies of cross-border market entry and localization strategies.
Universal Studios Japan: Global to Local Review the Teaching Activity
This task is designed as a series of trade-off choices to identify the power and impact of country-of-origin effects in consumer decision making. Your students will act as consumers and identify which one product that your would choose to buy from each of the choices. They will consider three options for each product: a product connected to its country of origin (at a premium price), a locally made version (mid price) and a product from a non-connected country (low price).
Impact of Country of Origin Effects Review the Teaching Activity
This task is designed to engage your students with a series of interactive product design trade-offs. They will need to choose between competing offers – creating a series of in-class experiments. It is helpful exercise for determining the power and ideal structure for product mix design decisions to drive and influence consumer behavior. It also works as a great in-class discussion tool and even an ice-breaker exercise.
In-Class Experiments: Product Design Review the Teaching Activity
This activity is centered on Bud Light’s Superbowl TV ad in 2025. This ad signaled a return to their traditional brand image and target market, following the consumer backlash they received in 2023 for straying too far away from their established brand positioning and loyal customer base.
Bud Light Returns to their Traditional Positioning Review the Teaching Activity
In this activity, students will explore the strategic use of free samples as a sales promotion tool compared to traditional advertising. They will assess the benefits and risks associated with each approach through a real-world scenario involving a fictional brand launching a new product.
The Power of Free Samples Review the Teaching Activity
In this mini case study, students explore the strategic challenges facing Starbucks, including its drift away from its core brand identity and its “third place” experience. Due to its expansion and diverse product offerings, Starbucks strengths have transformed into potential weaknesses. Students will review how operational inefficiencies, market pressures, and changing consumer behaviors have impacted the brand, and assess whether the proposed strategic changes will be effective. NOTE: This activity can also be run as a video case study, with an optional detailed video to show students.
Addressing the Challenges Facing Starbucks Review the Teaching Activity
This McDonald’s case study reviews their iconic and enduring Happy Meal offering. The case explores a variety of marketing concepts with a particular focus on family decision making, product bundling, brand associations, ethical considerations, and the ability to offer multiple benefits to deliver consumer value. Although it is a relatively simple product, its continued and significant market success is undeniable, making it a classic and important case study for your students.
Classic Case Study: McDonalds Happy Meals Review the Teaching Activity