Member Activities

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

Bud Light Returns to their Traditional Positioning

Decisions and Mini-Cases, Member Activities, Products and Brands, Segmentation and Positioning, Strategy and Plans

This activity is centered on Bud Light’s Superbowl TV ad in 2025. This ad signaled a return to their traditional brand image and target market, following the consumer backlash they received in 2023 for straying too far away from their established brand positioning and loyal customer base.

Bud Light Returns to their Traditional Positioning 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

SWOT Analysis Unscramble Challenge

Analysis and Metrics, Games and Quizzes, Member Activities, Strategy and Plans

This activity challenges students to reorganize a mixed-up SWOT analysis for the hypothetical snack brand, Crunchy Delights. Each SWOT category contains 5 correct items and 5 misplaced items that should be in other boxes in the matrix. Students need to review the SWOT and identify the correct placements and relocate the incorrect ones. Designed as a fun activity for students to better understand the SWOT matrix and its components.

SWOT Analysis Unscramble Challenge Review the Teaching Activity

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

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

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