In this activity, students look at three scenarios where companies have manipulated and/or influenced market research and analytic results for their own purpose. This poses the question of ethical use of information. Your students discuss both ethics and business goals in order to see which one is more important.
Marketing Research Findings and Ethics Review the Teaching Activity
Many snack and beverage brands now introduce short-term mystery flavors of their products which are often tied to contests and social media engagement. This mini case looks at “What The Fanta” and asks students what the brand is trying to achieve, brand risk, and whether it is a new product or simply a sales promotion campaign?
Mystery Flavors: New Product or Sales Promotion? Review the Teaching Activity
In this mini-case study, students review the launch of Coca-Cola’s Y3000 limited edition flavor – which was co-created by AI. Is this a good strategic move for Coke or are they putting their brand at risk? Given that AI is now here to stay, this case study gives an insight on how AI might be used in the new product development process.
Coca-Cola Launches a New Flavor Designed by AI Review the Teaching Activity
In this task, students are presented with five different marketing problems for businesses operating in various industries. Students need to identify whether the firm would be best informed by using qualitative or quantitative marketing research. This is an ideal exercise to help understand how different types of research tools can deliver different information.
Do We Need Qualitative or Quantitative Marketing Research? Review the Teaching Activity
For this task students will calculate, analyze, and assess the Net Promoter Score (NPS) metric. They will look at two firms that have adopted different approaches to improving their NPS scores – but which approach is better?
Working with the Net Promoter Score (NPS) Review the Teaching Activity
This activity is a variation of the Marketing Ethics Game (also available of Great Ideas). But instead of a game, students review, discuss, and debate the 10 ethical and social dilemmas. In this situations, students will need to trade-off profits for ethical behavior, the customer experience, and staff satisfaction. Great for in-class discussions and debates.
Marketing Ethics Debate Topics Review the Teaching Activity
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: Scoring system updated in 2024.
Marketing Ethics Game Review the Teaching Activity
In 2023, the Burger King chain announced that they were closing around 400 of their stores in the USA. They are reducing underperforming restaurants – but are these closures a good idea from a marketing brand perspective? Let’s find out in this activity.
Burger King Closing Stores: A Good Idea? Review the Teaching Activity
In this task your students will help a firm decide on the best sales funnel structure to use. There are competing approaches to consider, put forward by two senior members of the marketing team. They both think that they are right and their sales funnel configuration is the best – can your students help them decide?
Fixing the Sales Funnel Review the Teaching Activity
Students are presented with 10 mini brand personas for the hotel industry. Their task is to choose a buyer persona and map out their customer journey. A starting example has been provided as a guide.
Buyer Personas and their Customer Journeys Review the Teaching Activity