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.
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Which is which? Paid, Owned, Earned Media? Review the Teaching Activity
15 multiple choice questions on international marketing topics.
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International Markets: MCQs Review the Teaching Activity
In this mini case students, examine Boston Market’s failed international market expansion into Australia in the early 2000s (when they were owned by McDonald’s).
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Adapting to the Local Market (Case Study) Review the Teaching Activity
In this mini case study, student review why a successful Australian fast food chain had multiple failures with their international market expansion.
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International Market Entry (Case Study) Review the Teaching Activity
In this mini case study, students review how Nike used a running event, rather than more traditional promotional tools, to reposition their brand in a key market segment.
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Using an Event as a Promotional Tool (Video) Review the Teaching Activity
Building a strong brand is fundamental to long-term marketing success. But what happens when these efforts are too successful and the brand name becomes generic? In this activity, students explore the benefits and risks of a potentially generic brand name.
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Lost Generic Brand Names Review the Teaching Activity
In this activity, students review the common question of what is the different between strategy and tactics. The task requires them to classify a series of goals, and strategy and tactics correctly.
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Difference Between Strategy and Tactics Review the Teaching Activity
In this activity, students are presented with four images of “innovative” products. Their task is to evaluate whether this product is simply a gimmick or it has market potential?
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Do These Products Solve a Consumer Need? Review the Teaching Activity
In this activity, students examine the opportunities and challenges of repositioning by reviewing the rise, fall, and then rise again of the cruising industry.
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Repositioning the Cruise Ship Industry Review the Teaching Activity
This video case study is based upon an innovative approach to search engine advertising that cleverly combines data, market insights, and a unique media schedule.
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Digital Marketing Success (Case Study) Review the Teaching Activity