Digital Marketing Archives - Great Ideas for Teaching Marketing

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.

The Psychology of Donations Review the Teaching Activity

Emerging Marketing Eras

Digital Marketing, Ethics, Introductory Concepts, Marketing Environment, Member Activities, Services/CRM, Strategy and Plans

In this exercise, students go beyond the traditional marketing orientations and explore the emerging eras of experience, digital, relationships, and sustainability and ethics. A helpful activity for students to see where the field of marketing is heading.

Emerging Marketing Eras Review the Teaching Activity

Analyzing YouTube Channel Performance

Analysis and Metrics, Digital Marketing, Member Activities, Places and Channels, Promotion

Students are presented with top-level metrics from YouTube Analytics for a law firm’s channel. As the data shows, there’s a variety of outcomes for these videos. Students need to analyze the results and suggest ways the firm might improve their video’s and channel’s performance.

Analyzing YouTube Channel Performance Review the Teaching Activity

Analyzing SEO Performance

Analysis and Metrics, Digital Marketing, Member Activities, Promotion

Students are presented with top-level metrics from Google Search Console for a law firm’s keywords. They have had a mix of success, with some keywords doing well, and others failing to get traction. Perhaps your students can help them improve their SEO performance? A helpful introduction to Google Search Console metrics.

Analyzing SEO Performance Review the Teaching Activity

Working with ROMI Calculations

Analysis and Metrics, Digital Marketing, Free Activities, Research and MIS

In this activity, students will work through five ROMI calculations for a hotel chain and help them improve their marketing campaigns. Ideal activity for students to learn the different complexity of return on marketing investment metrics.

Working with ROMI Calculations Review the Teaching Activity

Working with Google Analytics

Analysis and Metrics, B2B Marketing, Digital Marketing, Member Activities, Promotion

In this task, students will analyze Google Analytics data for a business specializing in selling financial software tools. They will need to identify the website’s strengths as well as potential improvement areas.

Working with Google Analytics Review the Teaching Activity

Choosing Social Media Platforms

Consumer Behavior, Digital Marketing, Discussion Exercises, Member Activities, Promotion

In this activity, students will review a podcast episode on social media marketing and platforms, and explore the best platforms for different types of business and situations. A handy overview of the main social media players.

Choosing Social Media Platforms Review the Teaching Activity

Functional, Social, Emotional Jobs in JTBD

Analysis and Metrics, Consumer Behavior, Digital Marketing, Member Activities, New Product Process, Research and MIS

In this activity, students apply the ‘Jobs to be Done’ (JTBD) framework to real-world products by drilling down to the functional, social, and emotional jobs these products are hired to do.

Functional, Social, Emotional Jobs in JTBD Review the Teaching Activity

Introduction to the Jobs to be Done (JTBD) Framework

Analysis and Metrics, Consumer Behavior, Digital Marketing, Member Activities, New Product Process

This activity explores the ‘Jobs to be Done’ (JTBD) framework. Students review a detailed podcast script that gives an excellent introduction to JTBD. It covers the core concepts of JTBD, such as functional, social, and emotional jobs, and the role of JTBD in product development, customer experience, and brand storytelling. An ideal starting point for students to dive into JTBD.

Introduction to the Jobs to be Done (JTBD) Framework 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