Member Activities Archives - Page 2 of 35 - Great Ideas for Teaching Marketing

Using Humor Appeals for a Social Marketing Cause

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

This activity examines a hypothetical drink driving campaign that sought to use humor to create awareness and modify behavior, rather than using a traditional fear appeal associated with anti drink and drive messaging. Your students will evaluate the campaign’s likely effectiveness and the ethical considerations of using a humor appeal for a serious social change message.

Using Humor Appeals for a Social Marketing Cause Review the Teaching Activity

Push versus Pull Marketing Strategies

B2B Marketing, Member Activities, Promotion, Services/CRM

This activity helps students understand the differences between push and pull marketing strategies, including how each approach targets intermediaries or consumers. Students will analyze scenarios and identify tactics, allowing them to determine when and how to use these strategies effectively in real-world marketing contexts.

Push versus Pull Marketing Strategies Review the Teaching Activity

Designing a Loyalty Strategy for a Bank

Consumer Behavior, Member Activities, Services/CRM, Strategy and Plans

This activity focuses on evaluating and selecting loyalty strategies for a small regional bank. The bank faces significant challenges in retaining high-value customers due to competition from larger banks and digital-first services. A list of 20 loyalty strategies are outlined for students. Students need to assess these strategies based on criteria like cost, feasibility, and impact, using a scoring model to recommend the most effective approaches for enhancing customer retention and differentiation in a competitive market.

Designing a Loyalty Strategy for a Bank Review the Teaching Activity

Understanding Marketing Mix Modeling (MMM)

Analysis and Metrics, Marketing Mix, Member Activities, Promotion, Research and MIS

In this activity, students assume the role of a marketing analyst for a fast-food chain. They use data and a regression model which shows different marketing and operational factors that influence sales. Their task is to understand and use the model to make recommendations to enhance marketing effectiveness and drive sales growth.

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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.

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Should We Create a Consumer Panel?

Analysis and Metrics, Decisions and Mini-Cases, Member Activities, Promotion, Research and MIS

Students review a management team meeting discussing the for and against of establishing a consumer panel for a bank. Their task is to determine whether or not the bank should move to this research approach or continue with their annual customer survey only. A good activity for a deeper understanding of the role and purposes of consumer panels in marketing research.

Should We Create a Consumer Panel? Review the Teaching Activity

Using Consumer Panels for Marketing Research

Analysis and Metrics, Discussion Exercises, Member Activities, Research and MIS, Review Exercises

Consumer panels are a key tool in marketing research, widely used for their cost-effectiveness and ability to provide continuous insights. Instead of relying solely on one-time studies, companies often use consumer panels to gather ongoing feedback from selected customers. In this activity, your students will get a good understanding of consumer panels and how they work, as well as why they are widely used and what are their risks and limitations.

Using Consumer Panels for Marketing Research 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

Cobranding of Coke and Oreos

B2B Marketing, Case Study, Member Activities, New Product Process, Products and Brands, Promotion, video

This teaching activity explores the benefits and risks of cobranding, primarily focusing on the Coca-Cola – Oreo limited edition products launched in late 2024. A good introduction to the concept of cobranding and why it is a powerful marketing tool.

Cobranding of Coke and Oreos Review the Teaching Activity

Marketing Ethics Game: Version 2

Ethics, Games and Quizzes, Marketing Environment, Member Activities, Role Plays, Strategy and Plans

This is a points-based game built around 10 ethical and social dilemmas (trade-offs). In each round, students need to make a strategic decision that will add/remove points for profits, customer satisfaction, staff satisfaction, and ethical behavior. But what is more important to your students – profit maximization or running a well-balanced business? Designed as a game to make ethical decisions fun, enjoyable, and more real-world based. Note: This is an updated version of the existing Marketing Ethics Decision Game.

Marketing Ethics Game: Version 2 Review the Teaching Activity