Member Activities Archives - Page 9 of 32 - Great Ideas for Teaching Marketing

Quiz: What Area of Marketing are You Most Suited For?

Discussion Exercises, Games and Quizzes, Introductory Concepts, Member Activities

Do you have students asking “What area of marketing should I go into?” It’s a common question for students nearing the end of their studies. Well, here is the solution – a quiz that sorts students into one of 24 profiles and then provides a summary of their work preferences and traits, along with suggested marketing specializations that they should pursue. A great -in-class or take home exercises.

Quiz: What Area of Marketing are You Most Suited For? Review the Teaching Activity

Impact of Media on the Message Design

Discussion Exercises, Member Activities, Promotion

In this task, students consider the impact of media selection on the message design in IMC. Students are presented with a central creative message for a strategic repositioning campaign and need to construct advertising designs suitable for different media channels.

Impact of Media on the Message Design Review the Teaching Activity

Working with Brand Personality

Member Activities, Products and Brands, Research and MIS

In this exercise, students describe well-known brands in terms of their brand personality. A list of personality traits and descriptors are provided. In addition, the activity explores the role of brand personality versus more tangible brand metrics.

Working with Brand Personality Review the Teaching Activity

Undertaking Brand Image Analysis

Analysis and Metrics, Member Activities, Segmentation and Positioning

One of the misconceptions regarding brand image analysis is that there is “one right perceptual map” to use to demonstrate a brand positioning. In this exercise, the students take on the role of marketing analysts and take a deep dive into brand image analysis and perceptual mapping.

Undertaking Brand Image Analysis Review the Teaching Activity

Are Price Discounts Worthwhile?

Consumer Behavior, Member Activities, Pricing, Promotion, Segmentation and Positioning

As we know, sales promotions and discounts are commonly used in supermarket channels. However, do they make a difference? In this activity, students examine different consumer motivations, using an excerpt from a focus group, to identify the type of consumer (segment) that are responsive to sales promotions and why – as well as identifying the long-term impact on a brand, if any.

Are Price Discounts Worthwhile? Review the Teaching Activity

Difference Between Target Markets and Target Audiences

Discussion Exercises, Ethics, Marketing Environment, Member Activities, Promotion, Role Plays, Services/CRM, Social

In this exercise, students will be presented with a mix of target markets and multiple target audiences for a new social initiative. It is a helpful activity for clarifying the difference between target markets and audiences. And it is very flexible, as it can be run as a case study discussion, as a marketing debate, or even a student role-play.
EXCLUSIVE ACTIVITY FOR MEMBERS

Difference Between Target Markets and Target Audiences Review the Teaching Activity

Patagonia Case Study: Marketing to Anti-Consumers

Case Study, Consumer Behavior, Ethics, Member Activities, Pricing, Segmentation and Positioning, Strategy and Plans

This case looks at Patagonia, a company that is highly successful in terms of growth and profits, but also makes a substantial contribution to the environment, sustainability, and even to the anti-consumer movement and ideology.

Patagonia Case Study: Marketing to Anti-Consumers Review the Teaching Activity

Understanding the Motivations of Luxury Consumption

Consumer Behavior, Member Activities, Products and Brands, Segmentation and Positioning

In this activity, students explore the motivations for luxury consumption – that is, why some consumers are drawn to luxury brands, despite their significant price points – to help segment this valuable market even further.

Understanding the Motivations of Luxury Consumption Review the Teaching Activity

Repositioning Upwards (Video Case Study)

Case Study, Consumer Behavior, Digital Marketing, Member Activities, Products and Brands, Promotion, Segmentation and Positioning, video

This case study examines a repositioning campaign for Vita-Weat, which is a brand of crackers in Australia. In this promotional campaign, this brand of “dull” and perceived budget crackers was successfully repositioned to be seen as a gourmet food offering and tapping into the “foodie” culture trend.

Repositioning Upwards (Video Case Study) Review the Teaching Activity

Role of Capabilities

Discussion Exercises, Member Activities, Strategy and Plans

Students review several key strategic points about Apple, in order to identify the role of their strategic capabilities and how that gives them an ongoing competitive advantage in the marketplace.
EXCLUSIVE MEMBER ACTIVITY

Role of Capabilities Review the Teaching Activity