In this marketing exercise, the students will gain an understanding of the complexity of consumer attitudes by reviewing the output of a multi-attribute attitude model.
EXCLUSIVE MEMBER ACTIVITY
Monitoring Consumer Attitudes Review the Teaching Activity
This task is based on an excerpt from a study on Millennials (Gen Y) – and their view of marketing communication from banks – so how can we reach them?
Communicating to Gen Y Review the Teaching Activity
This teaching activity is designed for small groups of students to discuss the value of the consumer products classification scheme.
EXCLUSIVE MEMBER ACTIVITY
Marketing Mix Decisions for Shopping Products Review the Teaching Activity
An in-class exercise for marketing students to develop a better understanding of a market segment through constructing a segment profile.
How to Develop a Segment Profile Review the Teaching Activity
A role play version for a New Coke case study, where students assume the role of key participants in the decision. An interesting challenge for marketing students.
New Coke Case Study (Part 1) Review the Teaching Activity
This is Part 2 of the New Coke case study where students role-play characters or participants in the decision to develop and launch New Coke.
New Coke Case Study (Part 2) Review the Teaching Activity
In this activity, marketing students will evaluate a few press and billboard ads to determine whether the messaging is clear and effective.
EXCLUSIVE MEMBER ACTIVITY
Evaluating Advertising Messages Review the Teaching Activity
In this video-based mini-case, students will review the repositioning efforts of Coca-Cola in Australia with their energy drink branded “Mother Energy”.
Coke Repositions their Energy Drink (Video Case) Review the Teaching Activity
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.
EXCLUSIVE MEMBER ACTIVITY
Interpreting Brand Image Survey Results Review the Teaching Activity
This activity is based on a chain of fitness centers. They want to increase their ongoing level of promotional activity, but are unsure how best to promote themselves in the marketplace.
Developing a Promotional Strategy Review the Teaching Activity