A “Too Simple” View of Marketing?
A discussion exercise designed for students new to marketing. Gets them thinking about the role of marketing, outside of formal definitions.
A “Too Simple” View of Marketing? Review the Teaching Activity
Customer Lifetime Value Calculation (a step-by-step guide)
In this exercise, students work through a customer lifetime value calculation and explain the individual components, ideal for advanced marketing students.
Customer Lifetime Value Calculation (a step-by-step guide) Review the Teaching Activity
Interpreting Customer Lifetime Value
A task for marketing students where they need to interpret the output of a customer lifetime value (CLV) calculation.
EXCLUSIVE MEMBER ACTIVITY
Interpreting Customer Lifetime Value Review the Teaching Activity
Calculating Customer Lifetime Value (Basic Formula)
This discussion exercise is an introduction to calculating customer lifetime value, which would be suitable for students of services marketing and metrics – and perhaps some students of advertising/promotion.
Calculating Customer Lifetime Value (Basic Formula) Review the Teaching Activity
From Market Segmentation to the Marketing Mix (Fitness Centers)
A discussion exercise where students need to develop a marketing mix for a particular target market – Ideal for explaining the value of market segmentation and target markets.
EXCLUSIVE MEMBER ACTIVITY
From Market Segmentation to the Marketing Mix (Fitness Centers) Review the Teaching Activity
How to Develop a Segment Profile
An in-class exercise for marketing students to develop a better understanding of a market segment through constructing a segment profile.
How to Develop a Segment Profile Review the Teaching Activity
How to Segment a Market
The task is to construct your a segmentation approach, using a list of 15 possible market segments that could exist in virtually any market.
How to Segment a Market Review the Teaching Activity
From Market Segmentation to Marketing Mix (Drinks)
A discussion exercise where students need to develop a marketing mix for a particular target market – Ideal for explaining the value of market segmentation and target markets.
EXCLUSIVE MEMBER ACTIVITY
From Market Segmentation to Marketing Mix (Drinks) Review the Teaching Activity
Segmenting the Fast Food Market
In this in-class teaching exercise for marketing, students are introduced to the concept of aligning the firm’s marketing mix to the needs of a target market, using the fast-food industry as the example.
Segmenting the Fast Food Market Review the Teaching Activity
New Coke Case Study (Part 1)
A role play version for a New Coke case study, where students assume the role of key participants in the decision. An interesting challenge for marketing students.
New Coke Case Study (Part 1) Review the Teaching Activity