Promotion

Choosing the Right Social Media Platform

B2B Marketing, Digital Marketing, Member Activities, Promotion

This activity guides students through evaluating social media platforms for three distinct businesses, each with unique objectives and target audiences. Students will identify the primary marketing objectives for each business, match them with the most appropriate platforms, and justify their choices. Finally, students will brainstorm content ideas and craft an example social media post for one of the businesses.

Choosing the Right Social Media Platform Review the Teaching Activity

Classic Case Study: The KFC FCK Campaign

Case Study, Member Activities, Places and Channels, Products and Brands, Promotion, video

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

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.

Understanding Marketing Mix Modeling (MMM) Review the Teaching Activity

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

Evaluating the Impact of Sales Promotions

Consumer Behavior, Discussion Exercises, Member Activities, Promotion, Services/CRM

Students are presented with multiple sales promotion (non-discount) tools being used by various clothing stores. By considering the array of customers (based on behavioral segments), students evaluate the likely impact of the sales promotions. An excellent activity for students to identify which types of sales promotion tools are effective for different retail settings.

Evaluating the Impact of Sales Promotions Review the Teaching Activity

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