This is a simple individual student activity to help clarify marketing information terms by sorting the sources of information into whether they are internal or external to the firm.
Marketing Information: Internal or External? Review the Teaching Activity
In this activity, students identify the importance of process, people, and especially physical evidence in the marketing mix of a service firm.
EXCLUSIVE ACTIVITY FOR MEMBERS
The Role of the Additional 3P’s Review the Teaching Activity
This task uses a profit/loss table to highlight a firm that has dramatically increased its profitability in a few years. But they have focused on a short-term, not long-term, basis and students need to determine what impact this may have?
EXCLUSIVE MEMBER ACTIVITY
A Real Increase in Profitability? Review the Teaching Activity
In this activity, students examine the financial performance of an online firm and work out the different ways of setting marketing targets to deliver the required increase in profitability.
EXCLUSIVE ACTIVITY FOR MEMBERS
Setting Marketing Targets Review the Teaching Activity
A multi-brand strategy is where the same corporate owner runs multiple brands in the same marketplace, with the appearance that they are actually competitors. But is this really the case? The purpose of this activity is to identify whether or not they are actually competing and to identify reasons why a multi-brand strategy is used?
EXCLUSIVE ACTIVITY FOR MEMBERS
Multi-Brand Strategy Review the Teaching Activity
This activity is based around a chart of search engine position against click through rate. Analysis of this chart will help students understand the role of SEO and long-tail keywords.
EXCLUSIVE ACTIVITY FOR MEMBERS
How Important is SEO Position for CTR? Review the Teaching Activity
This video-based activity highlights Snickers Misspelled Words campaign that they executed through Google search ads to successfully reinforce their brand positioning.
EXCLUSIVE ACTIVITY FOR MEMBERS
Snicker’s Innovative SEM Campaign Review the Teaching Activity
In this video case study, students review an airline loyalty points campaign that is heavily reliant upon generating earned media.
EXCLUSIVE ACTIVITY FOR MEMBERS
Generating Earned Media (Video Case) Review the Teaching Activity
This is a simple exercise where students sort a variety of communication tools into the categories of paid, owned, and earned media. Good as an introductory activity to this base digital marketing concept.
EXCLUSIVE ACTIVITY FOR MEMBERS
Which is which? Paid, Owned, Earned Media? Review the Teaching Activity
15 multiple choice questions on international marketing topics.
EXCLUSIVE ACTIVITY FOR MEMBERS
International Markets: MCQs Review the Teaching Activity