In this mini case study, student review why a successful Australian fast food chain had multiple failures with their international market expansion.
EXCLUSIVE ACTIVITY FOR MEMBERS
International Market Entry (Case Study) Review the Teaching Activity
In this mini case study, students review how Nike used a running event, rather than more traditional promotional tools, to reposition their brand in a key market segment.
EXCLUSIVE ACTIVITY FOR MEMBERS
Using an Event as a Promotional Tool (Video) Review the Teaching Activity
Building a strong brand is fundamental to long-term marketing success. But what happens when these efforts are too successful and the brand name becomes generic? In this activity, students explore the benefits and risks of a potentially generic brand name.
EXCLUSIVE ACTIVITY FOR MEMBERS
Lost Generic Brand Names Review the Teaching Activity
The leaky bucket theory is an analogy used in customer lifetime value to highlight the need to balance new customer acquisition and customer retention. Students review what is the best approach and what impact it has on a firm.
Leaky Bucket Theory Review the Teaching Activity
In this activity, students review the common question of what is the different between strategy and tactics. The task requires them to classify a series of goals, and strategy and tactics correctly.
EXCLUSIVE ACTIVITY FOR MEMBERS
Difference Between Strategy and Tactics Review the Teaching Activity
In this activity, students are presented with four images of “innovative” products. Their task is to evaluate whether this product is simply a gimmick or it has market potential?
EXCLUSIVE ACTIVITY FOR MEMBERS
Do These Products Solve a Consumer Need? Review the Teaching Activity
In this activity, students examine the opportunities and challenges of repositioning by reviewing the rise, fall, and then rise again of the cruising industry.
EXCLUSIVE ACTIVITY FOR MEMBERS
Repositioning the Cruise Ship Industry Review the Teaching Activity
This video case study is based upon an innovative approach to search engine advertising that cleverly combines data, market insights, and a unique media schedule.
EXCLUSIVE ACTIVITY FOR MEMBERS
Digital Marketing Success (Case Study) Review the Teaching Activity
In this new product case study, the owners of V Energy drinks decide to take on Coke and Pepsi in the sports drink product category, using a clever approach to positioning and differentiation.
EXCLUSIVE ACTIVITY FOR MEMBERS
Competing Against Dominant Brands (Case Study) Review the Teaching Activity
In this strategic and analytic activity, students need to help a company work out the best of the three different promotional approaches that they have tested in the marketplace.
EXCLUSIVE ACTIVITY FOR MEMBERS
Analyzing the Best Promotional Method Review the Teaching Activity