Integrated Marketing Communication Definitions
For this activity, students need to match the Integrated Marketing Communication (IMC) tool to its appropriate definition.
Identifying Segment Needs
In this activity, there are five different market segments have been identified for the sports shoe market. Students need to assess the most attractive segment and then construct a top-level marketing mix.
How to Position a New Product
A firm have introduced a new snack product and students need to identify the best brand name and product positioning (from lists provided).
The Value of Brand Persona Names
Students are provided with a name of a brand persona and assess what information about the segment is provided by the name itself. A helpful exercise for understanding segments and personas.
Marketing Terms Crossword
A revision crossword for an array of marketing terms and definitions – ideal for reinforcing terms at the end of term. Ideal team-based activity.
Types of Business Buying Decisions
In this simple exercise, students identify the types of business purchases that would be considered as a straight rebuy, a modified rebuy, or a new task.
Using the Three Product Level Model
A discussion exercise where students split two products of their choice into the three product levels of core, actual and augmented.
Components of Brand Value
In this activity, students explore what makes up a strong brand and how a brand is developed – getting beyond simple brand awareness.
What are Product Attributes?
This is simple activity for students to differentiate types of product attributes – that is, a product feature, function or benefit?
Do We Use the 4Ps or the 7Ps?
An in-class activity for students to understand which products are more suited to the 4Ps (goods) or the 7Ps (services) marketing mix.
