Consumer Behavior Archives - Great Ideas for Teaching Marketing

Jaguar Rebranding and Repositioning Case Study

Case Study, Consumer Behavior, Free Activities, Marketing Environment, New Product Process, Products and Brands, Segmentation and Positioning, Strategy and Plans

This case study examines the challenges of brand repositioning using Jaguar’s 2024 strategy. Students will analyze key marketing decisions, including the promotional video and their concept car launch. The case encourages critical thinking about creative messaging, brand management, strategy, DEI issues, and the risks of targeting new consumers while potentially alienating loyal customers.

Jaguar Rebranding and Repositioning Case Study Review the Teaching Activity

The Psychology of Donations

Consumer Behavior, Digital Marketing, Member Activities, Services/CRM, Social

In this activity, students will explore profiles representing different types of charity (and social causes and not-for-profit) supporters and donors. These profiles will help them understand the diverse factors that drive charitable behavior, as they highlight each charity supporter’s persona, motivations, and attitudes toward giving. An ideal activity for understanding motivations and consumer behavior in a social marketing context.

The Psychology of Donations Review the Teaching Activity

What’s the Role of Buyer Personas?

Consumer Behavior, Discussion Exercises, Member Activities, Research and MIS, Segmentation and Positioning

Students examine the role and purpose of a buyer persona by reviewing three buyer personas for consumers in the health and fitness market. They also have the opportunity to develop and build their own buyer persona.

What’s the Role of Buyer Personas? Review the Teaching Activity

Techniques to Generate Consumer Reviews

Analysis and Metrics, Consumer Behavior, Discussion Exercises, Free Activities, Marketing Mix, Services/CRM

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

Evaluating the Impact of Sales Promotions

Consumer Behavior, Discussion Exercises, Member Activities, Promotion, Services/CRM

Students are presented with multiple sales promotion (non-discount) tools being used by various clothing stores. By considering the array of customers (based on behavioral segments), students evaluate the likely impact of the sales promotions. An excellent activity for students to identify which types of sales promotion tools are effective for different retail settings.

Evaluating the Impact of Sales Promotions Review the Teaching Activity

Understanding Generation Zennial

Analysis and Metrics, Consumer Behavior, Member Activities, Segmentation and Positioning

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

Random Consumer Behavior Multiple Choice Questions

Consumer Behavior, MCQs, Member Activities

A set of 100+random multiple choice questions on consumer behavior. They can be used for revision or to add to your own quizzes. Most questions are help reinforce CB theory with students.

Random Consumer Behavior Multiple Choice Questions Review the Teaching Activity

Communicating the Social Change

Consumer Behavior, Discussion Exercises, Member Activities, Promotion, Social

Students assume the role of a Communications Manager for a local government area, and to select the best communications campaign to persuade residents that a change to smaller waste bins is a positive change for the overall good. An activity that covers social marketing, communications, and perceptions.

Communicating the Social Change Review the Teaching Activity

Ethics of Text and Drive Campaigns

Case Study, Consumer Behavior, Ethics, Member Activities, Social

Students review a ‘text and drive’ campaign promoted by an apparent funeral home in Canada. It turned out to be a public service announcement, but was it effective and would your students have approved the communications approach?

Ethics of Text and Drive Campaigns Review the Teaching Activity

Choosing Social Media Platforms

Consumer Behavior, Digital Marketing, Discussion Exercises, Member Activities, Promotion

In this activity, students will review a podcast episode on social media marketing and platforms, and explore the best platforms for different types of business and situations. A handy overview of the main social media players.

Choosing Social Media Platforms Review the Teaching Activity