Consumer Behavior

In-Class Experiments: Product Design

Consumer Behavior, Discussion Exercises, Experiments, Marketing Mix, Member Activities, New Product Process, Products and Brands

This task is designed to engage your students with a series of interactive product design trade-offs. They will need to choose between competing offers – creating a series of in-class experiments. It is helpful exercise for determining the power and ideal structure for product mix design decisions to drive and influence consumer behavior. It also works as a great in-class discussion tool and even an ice-breaker exercise.

In-Class Experiments: Product Design Review the Teaching Activity

Addressing the Challenges Facing Starbucks

Case Study, Consumer Behavior, Marketing Environment, Member Activities, Services/CRM, Strategy and Plans, video

In this mini case study, students explore the strategic challenges facing Starbucks, including its drift away from its core brand identity and its “third place” experience. Due to its expansion and diverse product offerings, Starbucks strengths have transformed into potential weaknesses. Students will review how operational inefficiencies, market pressures, and changing consumer behaviors have impacted the brand, and assess whether the proposed strategic changes will be effective. NOTE: This activity can also be run as a video case study, with an optional detailed video to show students.

Addressing the Challenges Facing Starbucks Review the Teaching Activity

Classic Case Study: McDonalds Happy Meals

Case Study, Consumer Behavior, Ethics, Member Activities, New Product Process, Products and Brands, Promotion, Segmentation and Positioning

This McDonald’s case study reviews their iconic and enduring Happy Meal offering. The case explores a variety of marketing concepts with a particular focus on family decision making, product bundling, brand associations, ethical considerations, and the ability to offer multiple benefits to deliver consumer value. Although it is a relatively simple product, its continued and significant market success is undeniable, making it a classic and important case study for your students.

Classic Case Study: McDonalds Happy Meals Review the Teaching Activity

Classic Case Study: Snickers You’re Not You When You’re Hungry

Case Study, Consumer Behavior, Member Activities, Products and Brands, Promotion, Segmentation and Positioning

This activity focuses on the Snickers “You’re Not You When You’re Hungry” campaign as a mini case study. Students will explore the campaign’s creative use of humor and the role of classical conditioning in creating brand associations through the integration of cohesive IMC strategy.

Classic Case Study: Snickers You’re Not You When You’re Hungry Review the Teaching Activity

Using Demarketing for Overtourism

Consumer Behavior, Discussion Exercises, Ethics, International, Member Activities, Services/CRM, Social, Strategy and Plans

In this activity, students will explore the concept of demarketing and its application to managing overtourism in popular destinations. Students will analyze real-world examples of strategies used by governments, tourism boards, and local communities to limit tourist numbers and their impacts.

Using Demarketing for Overtourism Review the Teaching Activity

Crafting a Targeted Marketing Mix for Segments

Consumer Behavior, Marketing Mix, Member Activities, Segmentation and Positioning, Services/CRM, Strategy and Plans

In this activity, students will analyze four distinct market segments identified by an insurance firm and develop a tailored 7Ps marketing mix to appeal to one of these segments. Each segment has unique characteristics based on a matrix with two axes: active vs. passive insurance seekers and price vs. non-price sensitivity. You can choose to assign segments to groups or let students choose one or more segment to target.

Crafting a Targeted Marketing Mix for Segments Review the Teaching Activity

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

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

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