This activity is designed to strengthen your students’ understanding of co-branding and how to implement it. It is designed as an interactive task, stressing the benefits and risks of co-branding initiatives.
Co-Branding Challenge Exercise Review the Teaching Activity
This teaching activity is designed to help your students interpret multi‑year brand health metrics. A table of consumer statements is presented over a three year period and students need to identify how well the brand is being managed and it strengths and weaknesses – as well as identifying what is most likely happening to their marketing mix. It is a good exercise for students to translate metrics into a narrative story.
Reviewing Brand Health Metrics Review the Teaching Activity
This case study examines Old Spice’s classic 2010 brand repositioning, in which the long-established men’s grooming brand released a video ad titled ‘The Man Your Man Could Smell Like.’ The commercial quickly became a pop-culture phenomenon, not only boosting Old Spice’s sales and market share but also redefining how companies could successfully reposition a well-established (and even dated) brand.
Classic Case Study: Old Spice Brand Repositioning Review the Teaching Activity
Another experiment task designed to engage your students with a series of interactive pricing trade-offs. They will need to choose between competing offers – creating a series of in-class experiments. It is helpful exercise for determining the power and ideal structure for pricing decisions to drive and influence consumer behavior. It also works as a great in-class discussion tool and even an ice-breaker exercise.
In-Class Experiments: Pricing Review the Teaching Activity
This is a discussion task that is designed to build upon the calculations that your students completed in the Introduction to ROMI Calculations activity. It will deepen their understanding and help them handle varying ROMI situations and improve their ability to explain how ROMI works and why it matters.
Understanding ROMI as a Marketing Metric Review the Teaching Activity
This task is designed for students new to return on marketing investment calculations, and is designed to step them through the process from relatively simple calculations to more complex ones. An ideal exercise for building confidence for dealing with this key marketing metric.
Introduction to ROMI Calculations Review the Teaching Activity
This case examines the Whopper Detour campaign for Burger King. This innovative and very successful campaign was built around a fun and playful digital-driven approach using geofencing on their mobile app. It is another classic case study that your students should review. Includes a short case study video.
Burger King’s Whopper Detour Case Study Review the Teaching Activity
In this activity, students will analyze a series of scenarios featuring fictional brands that have made poor pricing decisions. By evaluating these cases, students will deepen their understanding of pricing strategies and the factors that influence effective pricing.
The Price is Not Always Right Review the Teaching Activity
In this activity, students will explore a new pricing strategy proposed by a cinema chain that offers a $50/month subscription for unlimited movies. The cinema chain’s goal is to defend against the growing competition from streaming services by potentially attracting more loyal customers. The debate centers on whether to roll out this pricing universally or target it toward specific customer segments.
Should We Use Segmented Pricing? Review the Teaching Activity
This activity explores service recovery and challenges students to decide whether the hotel should adopt a uniform recovery policy for all guests or tailor its response based on different customer segments. The same service failure situation is presented, but there are seven segments to consider each with varying long-term value to the hotel chain.
Service Recovery Across Customer Segments Review the Teaching Activity