This teaching activity is designed for small groups of students to discuss the most appropriate market research design for different situations and management problems. Four marketing scenarios are provided to review.
What Research Design Should We Use? Review the Teaching Activity
Students review Zennials, the micro-generation between Millennials and Gen Z and consider the value of understanding and using age and generational cohorts in their marketing actions.
Understanding Generation Zennial Review the Teaching Activity
In this task, students use Porter’s Five-forces model to help analyze the fast-food industry in the U.S. They have been provided with key information and data to enable a deeper level of industry analysis.
Industry Analysis Using Porter’s Five Forces Model Review the Teaching Activity
Students are presented with top-level metrics from YouTube Analytics for a law firm’s channel. As the data shows, there’s a variety of outcomes for these videos. Students need to analyze the results and suggest ways the firm might improve their video’s and channel’s performance.
Analyzing YouTube Channel Performance Review the Teaching Activity
Students are presented with top-level metrics from Google Search Console for a law firm’s keywords. They have had a mix of success, with some keywords doing well, and others failing to get traction. Perhaps your students can help them improve their SEO performance? A helpful introduction to Google Search Console metrics.
Analyzing SEO Performance Review the Teaching Activity
In this activity, students will work through five ROMI calculations for a hotel chain and help them improve their marketing campaigns. Ideal activity for students to learn the different complexity of return on marketing investment metrics.
Working with ROMI Calculations Review the Teaching Activity
In this task, students will analyze Google Analytics data for a business specializing in selling financial software tools. They will need to identify the website’s strengths as well as potential improvement areas.
Working with Google Analytics Review the Teaching Activity
Students analyze a series of online comments made by consumers, and using the Jobs to be Done (JTBD) framework, they will identify the functional, social, and emotional jobs that consumers expect the hotel chain to fulfill.
Identifying Jobs to be Done for a Hotel Chain Review the Teaching Activity
In this activity, students apply the ‘Jobs to be Done’ (JTBD) framework to real-world products by drilling down to the functional, social, and emotional jobs these products are hired to do.
Functional, Social, Emotional Jobs in JTBD Review the Teaching Activity
This activity explores the ‘Jobs to be Done’ (JTBD) framework. Students review a detailed podcast script that gives an excellent introduction to JTBD. It covers the core concepts of JTBD, such as functional, social, and emotional jobs, and the role of JTBD in product development, customer experience, and brand storytelling. An ideal starting point for students to dive into JTBD.
Introduction to the Jobs to be Done (JTBD) Framework Review the Teaching Activity