Interpreting Customer Lifetime Value
A task for marketing students where they need to interpret the output of a customer lifetime value (CLV) calculation.
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Interpreting Customer Lifetime Value Review the Teaching Activity
Analysis and Metrics
Calculating Customer Lifetime Value (Basic Formula)
This discussion exercise is an introduction to calculating customer lifetime value, which would be suitable for students of services marketing and metrics – and perhaps some students of advertising/promotion.
Calculating Customer Lifetime Value (Basic Formula) Review the Teaching Activity
Standard Website Metrics
Students are presented with a table containing the standard top-level website metrics that every marketer needs to be familiar with. The task is to assess the relative performance of these websites.
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Standard Website Metrics Review the Teaching Activity
Return on Google Advertising
Students are presented with the top-level key results of a few websites that have invested in Google advertising. The task is to determine how well they have performed and whether they should continue to use search engine ads.
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Return on Google Advertising Review the Teaching Activity
Allocating Fixed Costs (Product Profitability)
Allocating fixed costs to products, in order to more fully assess product profitability, can be determined in different ways with different outcomes. In this simple example, students assess the impact of allocating fixed costs to its products profitability.
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Allocating Fixed Costs (Product Profitability) Review the Teaching Activity
Reviewing Product Launch Results
In this activity, students need to review the recent new product launch results across different firms from a financial perspective and assess how well that their respective launches went.
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Reviewing Product Launch Results Review the Teaching Activity
Interpreting Brand Image Survey Results
This activity highlights the top level results from an attitudes/image market research study, comparing four different fast food chains. The task is to review the brand’s performance and see what the survey results have revealed.
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Interpreting Brand Image Survey Results Review the Teaching Activity
Awareness and Advertising Recall
This activity highlights the top level results from an awareness and advertising recall market research study. The task here is to review the brand’s performance and see what the survey results have revealed.
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Awareness and Advertising Recall Review the Teaching Activity
Are These Good Growth Results?
This food retailer has experienced significant top-level growth over the past few years. But underpinning their results is a significant increase in franchised stores/outlets, so are the results as good as they appear?
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Are These Good Growth Results? Review the Teaching Activity
Using Porter’s Five-forces Model
In this task, students will use Porter’s Five-forces model to help analyze the book publishing industry, based on the information and data presented.
Using Porter’s Five-forces Model Review the Teaching Activity