This activity delves deeper into customer journey mapping and considers how to overcome the consumer’s pain points. Students look for ideas and then consider how valuable it is to reduce pain points and indeed, can we compete on that basis?
Overcoming Consumer Pain Points Review the Teaching Activity
Students work through a pricing experiment testing optimal pricing for profits. They then construct a demand curve, as well as considering multiple environmental factors before making a final pricing recommendation. A good activity to understand the role of marketing mix experiments.
Setting Prices Using Marketing Experiments 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 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
In this metrics-based activity, two different approaches to promotions are used by two competing marketers. One marketers is chasing ROMI, while the other pursues profit. And that’s where your students come in – is to work out, based on their marketing metric results, who is the best marketer?
Should We Pursue Profit or ROMI? Review the Teaching Activity
This case study examines Bud Light’s trans influencer campaign from April 2023. It covers all the key points and highlights multiple marketing lessons, including brand management and adopting to DEI issues.
Bud Light and Dylan Mulvaney Case Study Review the Teaching Activity
In April 2023, superstore Bed Bath & Beyond filed for bankruptcy, following several years of misalignments to the changing environment. Many factors contributed to their demise – but was poor marketing mainly to blame?
Bed Bath & Beyond Case Study Review the Teaching Activity
In this exercise students look at the brand-impact and ethical implications of misleading product packaging. Sure, it may be helpful in growing short term sales, but is it a viable long term strategy. Students will review ten visual examples of misleading packaging.
Misleading Packaging: Impact on the Brand Review the Teaching Activity
In this exercise, your students play the role of Creative Director and help McDonald’s design their creative messaging for a proposed new product. Unfortunately, the first idea presented was rejected and the agency needs to pitch another concept – which is where your students come in.
Designing the Central Creative Message Review the Teaching Activity