Introduction to the Activity
Customer journey mapping is an effective way for students to understand:
- the overall buying decision process
- aspects of consumer behavior
- differences in market segments = by using different brand personas
- promotion, process, and people marketing mix elements = by considering brandtouch points
- brand management
- customer satisfaction loyalty and retention
Structuring Customer Journey Map Exercises
There are … See the full activity...
As we know, perceptual maps are a great way to visualize consumer’s perception of brand positions and how they evolve over time.
It is quite common for students to include one perceptual map in suitable assignments, but there are a number of misconceptions on how to best use perceptual maps.
The Student Task
This exercise is designed to give … See the full activity...
Introduction to this Activity
This activity is a variation of the Burgers Galore Brand Management exercise. In that activity, students need to consider how well a brand is being managed by reviewing sales, profit, and image data (presented in a perceptual map format).
But this data is fully provided for them – they just need to analyze the data as … See the full activity...
About this Brand Management Activity
This activity is designed around a marketplace (such as a small city), where there are a set number of known competitors.
Student groups need to review and discuss the case materials to consider whether the firm’s performance is favorable or concerning?
The Student’s Task
“Burgers Galore” is a hypothetical fast food chain in a hypothetical … See the full activity...
Marketing Sim Game Teaching Price and Place Concepts
This sim game is a variation of the interactive marketing game also available on this website for free download. The game runs on Excel as well, but without the component of physical interaction.
Instead, students make decisions in their teams, which are fed into the sim game template by the instructor, … See the full activity...
Overview of the Interactive Marketing Game
Here is a free marketing game that requires students working in teams to determine their 4P’s and trade with other teams in order to maximize profits over several decision rounds.
This is a very effective learning exercise for getting students engaged as it is highly competitive as well as a fun, social activity.
It … See the full activity...
The ‘expert-level’ marketing and positioning Sim Game is now available. This Sim Game is suitable for more advanced students and would need to be played over several weeks or even a full semester.
There have been substantial improvements made to the game, such as an interactive menu, as shown below.
New SWOT Planning Worksheet
The centerpiece of the student’s decision-making … See the full activity...
Teaching Introduction for the Consumer Behavior Digital Escape Room
Click here to go straight to the escape room challenge.
As you probably know, escape rooms are becoming a popular teaching technique for the classroom, with many students getting highly involved and motivated and having lots of fun learning and reinforcing concepts.
The main problem with escape rooms are their … See the full activity...
As most students would be aware, Toys R Us went into liquidation in 2018 closing virtually all their stores throughout the world.
Toys R Us were essentially a victim of failing to adapt to a significantly changing marketing environment. They maintained their large-scale supermarket retailing model for over 50 years without considering trends in retail design, retailing itself, changing consumer … See the full activity...
Using a fun marketing trivia quiz is a great way to kick-start discussions and interactions in a week one class.
As you probably know all too well, one of the challenges of teaching a class in the early classes of a term is the building of student rapport and getting the students comfortable engaging and interacting in class.
There are … See the full activity...
SWOT Analysis often becomes a quick group brainstorming approach with marketing students, rather than a discussion of what makes up a robust and detailed SWOT.
The other problem with SWOTs is that they are quite generic, often because students start with a “blank sheet”. To solve this problem I have set up a new website www.ideas4swot.com where there … See the full activity...
In April 2017, KFC decided to introduce it’s Zinger chicken sandwich (burger) into its home American market. This is despite the product being available in KFC’s international markets for over 30 years, where it is KFC’s most popular product in 120 countries.
For this activity, students need to review the launch TV commercial featuring Rob Lowe as the new Col. … See the full activity...
A Paperback Version of the Workbook is Now Available Through Amazon
Following numerous requests, I have finally published the Practical Marketing Workbook in hard copy format, as well as a downloadable PDF file.
The workbook contains over 250 worksheet style activities (and more than 400 pages), ideal for copying and providing to your students for in-class activities, discussion exercises, role … See the full activity...
Introducing the 2nd Edition of the Practical Marketing Workbook
This workbook now has over 250 student activities designed in a worksheet form. This means that you can print or photocopy pages for students and use them in class as individual or group activities. It is an ideal resource for flipped classroom and active learning environments.
Each activity contains its own … See the full activity...
Introducing Simbound for Interactive Learning
Simbound is an online turnkey content creation and evaluation system developed to address the need of the modern digital marketing course leader which aims to go beyond a simple presentation centered approach with his or her course. Belonging to the experiential learning family of resources it employs simulation, gaming and interactive e-learning functionality. The resource … See the full activity...
Sim Game Updated in 2020
Here is the “advanced positioning marketing simulation game” now available for free download here…
This is an extension of the initial game – so it has the same look and feel to students. However, it increases the complexity of decisions by introducing a number of new rule changes, such as:
… See the full activity...
Overview of the Discussion Activity
This discussion activity is a variation of an existing exercise on this website, however it has been updated by the inclusion of an interactive spreadsheet to enable students to financially forecast the impact of this strategic decisions.
Here is a link to the spreadsheet… Music Festival Strategy Exercise
The purpose of this exercise is for … See the full activity...
While many industries have been impacted by the Internet-era, the banking sector is an industry that has faced numerous environmental challenges. They have been impacted by new competitors, changing technology, record low interest rates, different consumer buying approaches, new distribution channels, and so on.
As a result, traditional banks cannot maintain their existing marketing strategy. They need to be … See the full activity...
New website dedicated to the product life cycle launched. It covers lots of theory, but also includes a free Excel template that enables students to quick map products onto the product life cycle curve.
This is ideal for simple activities or homework. You could provide them with a list of products and ask them to map them onto the PLC … See the full activity...
I have modified an existing activity on this website – perceptions of marketing – by converting it into a Kahoot online quiz.
In case you are not familiar with Kahoot (and probably other similar websites) it is a quiz or survey that students undertake live in class by using their mobile phones or other Internet connected devices.
I have used … See the full activity...