A travel agency, with more than 100 outlets throughout the country, is considering using either traditional direct mail and/or a digital marketing campaign, however, they cannot agree on which IMC tools to use.
EXCLUSIVE MEMBER ACTIVITY
Direct Mail vs Digital Marketing Review the Teaching Activity
A chain of well-known surf wear stores is considering expanding to international markets, but they are unsure whether this is a good idea for their business – can your students help them decide?
Should We Expand Internationally? Review the Teaching Activity
In this exercise, students need to decide whether a large retail chain would benefit from implementing a customer loyalty program.
EXCLUSIVE MEMBER ACTIVITY
The Value of Loyalty Programs Review the Teaching Activity
Retailers often face the challenge of deciding between ‘everyday low pricing’ and ‘high-low’ pricing. The student task is to determine the best pricing approach.
Pricing Against Aggressive Competitors Review the Teaching Activity
This activity follows the discussion in a manager’s meeting for a firm that produces entertainment/game consoles and they are trying to decide whether to use a price penetration or price skimming strategy in the upcoming launch of their game console.
EXCLUSIVE MEMBER ACTIVITY
Price Penetration or Price Skimming? Review the Teaching Activity
In this case study, students review the new product development process for a firm and identify what they appeared to do well, and identify potential improvement areas for the future.
Improving the New Product Process Review the Teaching Activity
This group task is to reach a decision through consensus (by role-playing members of a firm’s executive management team). To complicate the decision, the three alternatives ‘benefit’ different functional departments.
Making a Joint Business Decision Review the Teaching Activity
Consumers often play different roles within a family (or household) decision making unit. The task in this activity is to identify who might be involved in the decisions and what role that they may play in that decision.
Household Decision Making Roles Review the Teaching Activity
In this mini case study, students need to outline a top-level marketing strategy that will help guide a B2B firm to achieve their financial goals.
From Research to Strategy Review the Teaching Activity
For this task, students (with one acting as the interviewer) will identify numerous issues with a poorly designed questionnaire.
Evaluating a Questionnaire Review the Teaching Activity