A large department store chain are discussing the merits of introducing a system of greater staff empowerment. But the team cannot decide what to do – can your students help them?
Should We Empower Our Staff? Review the Teaching Activity
Students are presented with an excerpt from a monthly ‘performance’ one-on-one meeting. Who is at fault? How can this situation be improved for the future?
The Need for Internal Marketing Review the Teaching Activity
In this activity, students review the disappointing performance of a marketing campaign and determine where the problem occurred and does this firm need to spend more time and effort on its ‘internal marketing’ program?
Need to Improve Internal Marketing? Review the Teaching Activity
For this exercise, students are the marketing manager for a large hotel chain, where they are asked to put together a CRM program for the hotel’s major customers.
What CRM Tactics Should We Use? Review the Teaching Activity
Students help a major department store to evaluate their idea for a new CRM program. What advice do they give them?
Should We Introduce a CRM Program? Review the Teaching Activity
The task with this activity is to defend the recent expenditure of a marketing campaign. The key to the argument will revolve around the customer lifetime value concept.
Justifying Marketing with CLV Review the Teaching Activity
In this activity, student need to work through a customer lifetime value exercise (CLV) and calculate the CLV for both the firm’s business and individual customers.
Working with Customer Lifetime Value Review the Teaching Activity
In this exercise, the student’s task is to calculate the customer lifetime value (CLV) for two retailers and will also consider the impact of the number of years (that is, the customer’s lifetime) in the calculation.
Calculating Customer Lifetime Value (Impact of Future Years) Review the Teaching Activity
Customer retention can also be enhanced through the creation of switching barriers, with the task being to review examples to assess the likely satisfaction level of the customer involved.
Switching Barriers (Customer Retention) Review the Teaching Activity
In this exercise, students will evaluate the potential benefits and limitations of customer relationship management (CRM).
Perceptions of CRM Review the Teaching Activity