In this activity, students assume the role of a marketing analyst for a fast-food chain. They use data and a regression model which shows different marketing and operational factors that influence sales. Their task is to understand and use the model to make recommendations to enhance marketing effectiveness and drive sales growth.
Understanding Marketing Mix Modeling (MMM) Review the Teaching Activity
Students review a management team meeting discussing the for and against of establishing a consumer panel for a bank. Their task is to determine whether or not the bank should move to this research approach or continue with their annual customer survey only. A good activity for a deeper understanding of the role and purposes of consumer panels in marketing research.
Should We Create a Consumer Panel? Review the Teaching Activity
Consumer panels are a key tool in marketing research, widely used for their cost-effectiveness and ability to provide continuous insights. Instead of relying solely on one-time studies, companies often use consumer panels to gather ongoing feedback from selected customers. In this activity, your students will get a good understanding of consumer panels and how they work, as well as why they are widely used and what are their risks and limitations.
Using Consumer Panels for Marketing Research Review the Teaching Activity
Generating consumer reviews can be a powerful approach to making services tangible, building trust in the brand, and reducing purchase risk for first-time customers. In this activity, students assess different approaches to generating more consumer reviews and evaluate which ones are likely to be more effective.
Techniques to Generate Consumer Reviews Review the Teaching Activity
This teaching activity is designed for small groups of students to discuss the most appropriate market research design for different situations and management problems. Four marketing scenarios are provided to review.
What Research Design Should We Use? Review the Teaching Activity
Students review Zennials, the micro-generation between Millennials and Gen Z and consider the value of understanding and using age and generational cohorts in their marketing actions.
Understanding Generation Zennial Review the Teaching Activity
In this task, students use Porter’s Five-forces model to help analyze the fast-food industry in the U.S. They have been provided with key information and data to enable a deeper level of industry analysis.
Industry Analysis Using Porter’s Five Forces Model Review the Teaching Activity
Students are presented with top-level metrics from YouTube Analytics for a law firm’s channel. As the data shows, there’s a variety of outcomes for these videos. Students need to analyze the results and suggest ways the firm might improve their video’s and channel’s performance.
Analyzing YouTube Channel Performance Review the Teaching Activity
Students are presented with top-level metrics from Google Search Console for a law firm’s keywords. They have had a mix of success, with some keywords doing well, and others failing to get traction. Perhaps your students can help them improve their SEO performance? A helpful introduction to Google Search Console metrics.
Analyzing SEO Performance Review the Teaching Activity
In this activity, students will work through five ROMI calculations for a hotel chain and help them improve their marketing campaigns. Ideal activity for students to learn the different complexity of return on marketing investment metrics.
Working with ROMI Calculations Review the Teaching Activity