B2B Marketing Archives - Great Ideas for Teaching Marketing

Choosing the Right Social Media Platform

B2B Marketing, Digital Marketing, Member Activities, Promotion

This activity guides students through evaluating social media platforms for three distinct businesses, each with unique objectives and target audiences. Students will identify the primary marketing objectives for each business, match them with the most appropriate platforms, and justify their choices. Finally, students will brainstorm content ideas and craft an example social media post for one of the businesses.

Choosing the Right Social Media Platform Review the Teaching Activity

Push versus Pull Marketing Strategies

B2B Marketing, Member Activities, Promotion, Services/CRM

This activity helps students understand the differences between push and pull marketing strategies, including how each approach targets intermediaries or consumers. Students will analyze scenarios and identify tactics, allowing them to determine when and how to use these strategies effectively in real-world marketing contexts.

Push versus Pull Marketing Strategies Review the Teaching Activity

Cobranding of Coke and Oreos

B2B Marketing, Case Study, Member Activities, New Product Process, Products and Brands, Promotion, video

This teaching activity explores the benefits and risks of cobranding, primarily focusing on the Coca-Cola – Oreo limited edition products launched in late 2024. A good introduction to the concept of cobranding and why it is a powerful marketing tool.

Cobranding of Coke and Oreos Review the Teaching Activity

Working with Google Analytics

Analysis and Metrics, B2B Marketing, Digital Marketing, Member Activities, Promotion

In this task, students will analyze Google Analytics data for a business specializing in selling financial software tools. They will need to identify the website’s strengths as well as potential improvement areas.

Working with Google Analytics Review the Teaching Activity

What’s the Best Approach to Our B2B Segmentation?

B2B Marketing, Decisions and Mini-Cases, Member Activities, Segmentation and Positioning

In this activity, students will help an accounting firm decide on the best approach for segmenting their B2B market. They will review an excerpt of a management team meeting where they debate various B2B market segmentation approaches.

What’s the Best Approach to Our B2B Segmentation? Review the Teaching Activity

Which B2B Segmentation Base?

B2B Marketing, Free Activities, Segmentation and Positioning

In this B2B market segmentation exercise, students will identify the bases that companies are using to segment their business markets.

Which B2B Segmentation Base? Review the Teaching Activity

Analyzing the Salesperson’s Performance

B2B Marketing, Decisions and Mini-Cases, Discussion Exercises, Member Activities, Promotion, Services/CRM

Students are presented with five personal selling scenarios where the salesperson has NOT executed their selling role ideally. The task is to identify what was gone wrong and what could be improved in each scenario.

Analyzing the Salesperson’s Performance Review the Teaching Activity

Key Steps in the Selling Process

B2B Marketing, Member Activities, Promotion, Services/CRM

In this activity, students are presented with a list of 35 actions that would be undertaken by a professional sales person. Their task is to match the actions to one of the seven steps in the personal selling process.

Key Steps in the Selling Process Review the Teaching Activity

Compensatory Decision Rules

Analysis and Metrics, B2B Marketing, Consumer Behavior, Member Activities

Students are presented with a scoring model to see how compensatory decision-making is undertaken and to choose the best brand.. And they also need to identify how brands can use this information in their marketing mix.

Compensatory Decision Rules Review the Teaching Activity

Types of Business Buying Decisions

B2B Marketing, Consumer Behavior, Free Activities

In this simple exercise, students identify the types of business purchases that would be considered as a straight rebuy, a modified rebuy, or a new task.

Types of Business Buying Decisions Review the Teaching Activity