This activity explores Universal Studios’ international expansion, focusing on its entry into Japan and how it adapted its offerings to suit local tastes. It helps students understand the intricacies of cross-border market entry and localization strategies.
Universal Studios Japan: Global to Local Review the Teaching Activity
This task is designed as a series of trade-off choices to identify the power and impact of country-of-origin effects in consumer decision making. Your students will act as consumers and identify which one product that your would choose to buy from each of the choices. They will consider three options for each product: a product connected to its country of origin (at a premium price), a locally made version (mid price) and a product from a non-connected country (low price).
Impact of Country of Origin Effects Review the Teaching Activity
This task is designed to engage your students with a series of interactive product design trade-offs. They will need to choose between competing offers – creating a series of in-class experiments. It is helpful exercise for determining the power and ideal structure for product mix design decisions to drive and influence consumer behavior. It also works as a great in-class discussion tool and even an ice-breaker exercise.
In-Class Experiments: Product Design Review the Teaching Activity
This activity is centered on Bud Light’s Superbowl TV ad in 2025. This ad signaled a return to their traditional brand image and target market, following the consumer backlash they received in 2023 for straying too far away from their established brand positioning and loyal customer base.
Bud Light Returns to their Traditional Positioning Review the Teaching Activity
In this activity, students will explore the strategic use of free samples as a sales promotion tool compared to traditional advertising. They will assess the benefits and risks associated with each approach through a real-world scenario involving a fictional brand launching a new product.
The Power of Free Samples Review the Teaching Activity
This McDonald’s case study reviews their iconic and enduring Happy Meal offering. The case explores a variety of marketing concepts with a particular focus on family decision making, product bundling, brand associations, ethical considerations, and the ability to offer multiple benefits to deliver consumer value. Although it is a relatively simple product, its continued and significant market success is undeniable, making it a classic and important case study for your students.
Classic Case Study: McDonalds Happy Meals Review the Teaching Activity
This activity focuses on the Snickers “You’re Not You When You’re Hungry” campaign as a mini case study. Students will explore the campaign’s creative use of humor and the role of classical conditioning in creating brand associations through the integration of cohesive IMC strategy.
Classic Case Study: Snickers You’re Not You When You’re Hungry Review the Teaching Activity
This video-based activity explores KFC’s innovative response to a 2018 supply chain crisis in the UK, which led to widespread restaurant closures due to a lack of chicken. Instead of opting for a defensive approach, KFC launched the bold “FCK” campaign, a humorous and self-deprecating apology that turned a potential PR disaster into a masterclass in brand recovery. Students will analyze the campaign’s elements, its impact on KFC’s brand image, and lessons in crisis communication.
Classic Case Study: The KFC FCK Campaign Review the Teaching Activity
This activity challenges students to evaluate whether a pet food company should limit its Diversity, Equity, and Inclusion (DEI) efforts to internal operations or actively promote them as part of its brand identity, by considering the potential risks, rewards, and alignment with target market preferences. Students will analyze arguments presented in a manager’s meeting and weigh the pros and cons before making a recommendation.
Is DEI a Brand Management Issue? Review the Teaching Activity
This mini case study is a shortened version of the full Pepsi Next case study (also on Great Ideas). This shorter version lends itself to in-class review and discussion, while still maintaining the key elements – and videos – of the longer case study.
Classic Case Study: Pepsi Next (Mini Case Version) Review the Teaching Activity