Using Humor Appeals for a Social Marketing Cause

Consumer Behavior, Discussion Exercises, Ethics, Member Activities, Social

This activity examines a hypothetical drink driving campaign that sought to use humor to create awareness and modify behavior, rather than using a traditional fear appeal associated with anti drink and drive messaging. Your students will evaluate the campaign’s likely effectiveness and the ethical considerations of using a humor appeal for a serious social change message.

Using Humor Appeals for a Social Marketing Cause Review the Teaching Activity

Jaguar Rebranding Mini Case Study

Case Study, Consumer Behavior, Member Activities, News item, Segmentation and Positioning, Social, Strategy and Plans

This is a mini case study of brand repositioning using Jaguar’s 2024 strategy. It is a shorter version of the full case study also on this website, Students will analyze their promotional video and their overall rebranding and repositioning strategy. Therefore, this mini case is more suitable for an in-class discussion task, especially around brand and positioning topics.

Jaguar Rebranding Mini Case Study Review the Teaching Activity

Designing a Loyalty Strategy for a Bank

Consumer Behavior, Member Activities, Services/CRM, Strategy and Plans

This activity focuses on evaluating and selecting loyalty strategies for a small regional bank. The bank faces significant challenges in retaining high-value customers due to competition from larger banks and digital-first services. A list of 20 loyalty strategies are outlined for students. Students need to assess these strategies based on criteria like cost, feasibility, and impact, using a scoring model to recommend the most effective approaches for enhancing customer retention and differentiation in a competitive market.

Designing a Loyalty Strategy for a Bank Review the Teaching Activity

Classic Case Study: Real Burger World (Mini Case Version)

Consumer Behavior, Decisions and Mini-Cases, Marketing Mix, Member Activities, Places and Channels, Segmentation and Positioning, Services/CRM

In this mini-case, students explore why a new business with a “good idea” failed to be successful. Please note that is a shorter video for the longer, more detailed, case on Real Burger World (RBW) – a firm that gained attention in the UK by its exposure on a business start-up reality TV show.

Classic Case Study: Real Burger World (Mini Case Version) Review the Teaching Activity

Jaguar Rebranding and Repositioning Case Study

Case Study, Consumer Behavior, Free Activities, Marketing Environment, New Product Process, Products and Brands, Segmentation and Positioning, Strategy and Plans

This case study examines the challenges of brand repositioning using Jaguar’s 2024 strategy. Students will analyze key marketing decisions, including the promotional video and their concept car launch. The case encourages critical thinking about creative messaging, brand management, strategy, DEI issues, and the risks of targeting new consumers while potentially alienating loyal customers.

Jaguar Rebranding and Repositioning Case Study Review the Teaching Activity

Understanding Marketing Mix Modeling (MMM)

Analysis and Metrics, Marketing Mix, Member Activities, Promotion, Research and MIS

In this activity, students assume the role of a marketing analyst for a fast-food chain. They use data and a regression model which shows different marketing and operational factors that influence sales. Their task is to understand and use the model to make recommendations to enhance marketing effectiveness and drive sales growth.

Understanding Marketing Mix Modeling (MMM) Review the Teaching Activity

The Psychology of Donations

Consumer Behavior, Digital Marketing, Member Activities, Services/CRM, Social

In this activity, students will explore profiles representing different types of charity (and social causes and not-for-profit) supporters and donors. These profiles will help them understand the diverse factors that drive charitable behavior, as they highlight each charity supporter’s persona, motivations, and attitudes toward giving. An ideal activity for understanding motivations and consumer behavior in a social marketing context.

The Psychology of Donations Review the Teaching Activity

Should We Create a Consumer Panel?

Analysis and Metrics, Decisions and Mini-Cases, Member Activities, Promotion, Research and MIS

Students review a management team meeting discussing the for and against of establishing a consumer panel for a bank. Their task is to determine whether or not the bank should move to this research approach or continue with their annual customer survey only. A good activity for a deeper understanding of the role and purposes of consumer panels in marketing research.

Should We Create a Consumer Panel? Review the Teaching Activity

Scroll to Top