Is DEI a Brand Management Issue?

Consumer Behavior, Discussion Exercises, Member Activities, Products and Brands, Role Plays, Social, Strategy and Plans

This activity challenges students to evaluate whether a pet food company should limit its Diversity, Equity, and Inclusion (DEI) efforts to internal operations or actively promote them as part of its brand identity, by considering the potential risks, rewards, and alignment with target market preferences. Students will analyze arguments presented in a manager’s meeting and weigh the pros and cons before making a recommendation.

Is DEI a Brand Management Issue? Review the Teaching Activity

SWOT Analysis for Movie Cinemas

Analysis and Metrics, Member Activities, Strategy and Plans

This activity helps students apply the SWOT analysis framework to evaluate internal and external factors affecting a business. Students will use this evaluation to identify strategies for maintaining competitiveness in a changing market. By focusing on a cinema chain’s challenges against streaming services, the activity emphasizes the impact of a changing marketing environment on an established industry. 

SWOT Analysis for Movie Cinemas Review the Teaching Activity

Targeting Charity Donation Segments

Consumer Behavior, Discussion Exercises, Member Activities, Segmentation and Positioning, Social

In this activity, students work in groups to create tailored fundraising campaigns designed to appeal to one specific donor profile. Each campaign will look to address the unique motivations and behaviors of the market segment while seeking to maximize engagement and, of course, long-term donations. and ongoing support.

Targeting Charity Donation Segments Review the Teaching Activity

Debate: Using Humor Appeals for Behavioral Change

Consumer Behavior, Discussion Exercises, Ethics, Marketing Environment, Member Activities, Social

This debate activity explores whether a humorous anti-drink-driving campaign can lead to meaningful behavior change or if it primarily generates attention. Students will review the case study and a focus group discussion to understand differing perspectives before forming groups to debate the topic. It is a variation of another teaching activity of Using Humor Appeals for a Social Marketing Cause.

Debate: Using Humor Appeals for Behavioral Change Review the Teaching Activity

Classic Case Study: Pepsi Next (Mini Case Version)

Decisions and Mini-Cases, Member Activities, New Product Process, Products and Brands, Segmentation and Positioning, video

This mini case study is a shortened version of the full Pepsi Next case study (also on Great Ideas). This shorter version lends itself to in-class review and discussion, while still maintaining the key elements – and videos – of the longer case study.

Classic Case Study: Pepsi Next (Mini Case Version) Review the Teaching Activity

Using Humor Appeals for a Social Marketing Cause

Consumer Behavior, Discussion Exercises, Ethics, Member Activities, Social

This activity examines a hypothetical drink driving campaign that sought to use humor to create awareness and modify behavior, rather than using a traditional fear appeal associated with anti drink and drive messaging. Your students will evaluate the campaign’s likely effectiveness and the ethical considerations of using a humor appeal for a serious social change message.

Using Humor Appeals for a Social Marketing Cause Review the Teaching Activity

Jaguar Rebranding Mini Case Study

Case Study, Consumer Behavior, Member Activities, News item, Segmentation and Positioning, Social, Strategy and Plans

This is a mini case study of brand repositioning using Jaguar’s 2024 strategy. It is a shorter version of the full case study also on this website, Students will analyze their promotional video and their overall rebranding and repositioning strategy. Therefore, this mini case is more suitable for an in-class discussion task, especially around brand and positioning topics.

Jaguar Rebranding Mini Case Study Review the Teaching Activity

Designing a Loyalty Strategy for a Bank

Consumer Behavior, Member Activities, Services/CRM, Strategy and Plans

This activity focuses on evaluating and selecting loyalty strategies for a small regional bank. The bank faces significant challenges in retaining high-value customers due to competition from larger banks and digital-first services. A list of 20 loyalty strategies are outlined for students. Students need to assess these strategies based on criteria like cost, feasibility, and impact, using a scoring model to recommend the most effective approaches for enhancing customer retention and differentiation in a competitive market.

Designing a Loyalty Strategy for a Bank Review the Teaching Activity

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