Creative Communication and Sales and Promotion Orientation

Consumer Behavior, Digital Marketing, Free Activities, Introductory Concepts, Marketing Environment, Marketing Mix, Promotion, video

This activity examines the Crocker Bank “We’ve Only Just Begun” campaign from the 1970s. It is considered a TV advertising CLASSIC and was a breakthrough in understanding of powerfully tapping into customer emotions. BUT… the campaign did not align with the bank’s strategy, highlighting one of the challenges of being a marketer is the sales and promotion era. Also a great activity to discuss emotions and storytelling.

Creative Communication and Sales and Promotion Orientation Review the Teaching Activity

Classic Case Study: Run Like a Girl

Case Study, Consumer Behavior, Digital Marketing, Ethics, Free Activities, Products and Brands, Social, video

This classic case study – the “Run Like a Girl” campaign – provides students with insights into how authentic storytelling and social advocacy can transform brand communication. They will explore how brands can successfully shift from product-focused messaging to engaging with social issues by using authentic storytelling.

Classic Case Study: Run Like a Girl Review the Teaching Activity

The Success of Walmart Case Study

Case Study, Ethics, Marketing Environment, Member Activities, Places and Channels, Pricing, Services/CRM, Strategy and Plans

This Walmart case study offers students a real-world example of cost leadership and successful retail strategy. By reviewing its Everyday Low Pricing, economies of scale, and efficient logistics management, students will gain insights into this competitive strategy. A great exercise for delving into the reasons for Walmart’s dominance in a highly competitive market sector.

The Success of Walmart Case Study Review the Teaching Activity

Mystery Shopper Exercise and Worksheet (Digital)

Digital Marketing, Experiments, Marketing Environment, Member Activities, Places and Channels, Research and MIS, Review Exercises

This task is designed as a hands-on activity where students compare the website design and functionality of two competing firms, by acting as online mystery shoppers in order to evaluate the likely effectiveness of the website and its impact on the brand and supportive physical evidence. This then leads into an in-class discussion on website design and how it impacts consumer perceptions and behavior.

Mystery Shopper Exercise and Worksheet (Digital) Review the Teaching Activity

KFC Toothpaste Case Study

Case Study, Digital Marketing, Discussion Exercises, Free Activities, New Product Process, News item, Products and Brands, Promotion, Segmentation and Positioning

This activity uses KFC’s fried‑chicken–flavored toothpaste (launched in 2025) to explore how novelty products can generate viral buzz, earned media, and support brand positioning. This task helps students with identifying the marketing objectives, consumer behavior triggers, and success behind the use of novelty product brand extensions.

KFC Toothpaste Case Study Review the Teaching Activity

In-Class Experiments: Sales Promotions

Consumer Behavior, Discussion Exercises, Experiments, Games and Quizzes, Marketing Mix, Member Activities, Pricing

This task is designed to engage your students with a series of interactive sales promotion 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 sales promotion 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: Sales Promotions Review the Teaching Activity

Mystery Shopper Exercise and Worksheet (Retailing)

Experiments, Marketing Environment, Member Activities, Places and Channels, Research and MIS, Services/CRM

This task is designed as a hands-on activity where students visit two competing retailers an act as a mystery shopper and evaluate the retail design, atmosphere, and overall presentation of the players. This then leads into an in-class discussion on retail atmospherics and how it impacts shopping behavior as well as consumer perceptions.

Mystery Shopper Exercise and Worksheet (Retailing) Review the Teaching Activity

Starbucks Third Place Positioning – Still Relevant?

Case Study, Consumer Behavior, Marketing Environment, Marketing Mix, Member Activities, Services/CRM, Strategy and Plans

This Starbucks case study focuses on their longstanding “third place” concept, which has been a key component of their success and differentiation. However, your students will need to assess whether this “third place” offering remains a viable strategy in today’s marketing environment, considering trends like remote work, increased competition, cost of living concerns, and shifting consumer expectations.

Starbucks Third Place Positioning – Still Relevant? Review the Teaching Activity

Crocodile Dundee Tourism Case Study

Case Study, Consumer Behavior, International, Member Activities, Promotion, video

In this activity, students review an Australian tourism campaign that included a fake news story about an upcoming Crocodile Dundee movie. Featuring Hollywood celebrities like Chris Hemsworth and Margot Robbie, and employing humor, film references, PR stunts, and a Super Bowl TV spot, the campaign captured global attention. This exercise crosses into international marketing, leveraging consumer insight, creative storytelling, media strategy, and campaign effectiveness.

Crocodile Dundee Tourism Case Study Review the Teaching Activity

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