Creating Customer Journey Maps

Introduction to the Activity

Customer journey mapping is an effective way for students to understand:

  • the overall buying decision process
  • aspects of consumer behavior
  • differences in market segments = by using different brand personas
  • promotion, process, and people marketing mix elements = by considering brandtouch points
  • brand management
  • customer satisfaction loyalty and retention

Structuring Customer Journey Map Exercises

There are … See the full activity...

Digital Escape Rooms for Teaching Marketing

Two Digital Escape Rooms Now Available

Click here for the escape room challenge for the marketing mix.

Click here for the escape room challenge for consumer behavior.

Why play the digital escape rooms?

As you probably know, escape rooms are becoming a popular teaching technique for the classroom, with many students getting highly involved and motivated and having … See the full activity...

Real Burger World (RBW) Case Study

Introduction

Real Burger World (or RBW as it later became known) was a small hamburger chain established in the UK in the early 2000’s. Despite a significant financial investment, professional management, the use of branding consultants, and extensive media coverage, the business did not prove to be viable and closed within a few years.

This case study is based upon … See the full activity...

Monitoring Consumer Attitudes

Teaching Notes

In this marketing exercise, the students will gain an understanding of the complexity of consumer attitudes by reviewing the output of a multi-attribute attitude model.

Please note that a  multi-attribute attitude Excel template is available for free download at a related website.

Student Activity

For this task you will need to review the two following charts and then … See the full activity...

Marketing Mix Decisions for Shopping Products

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is designed for small groups of students to discuss the value of the consumer products classification scheme.
Student audience: Could be run with any level of marketing student, perhaps more suitable for students of introductory marketing as well as students of marketing strategy.
Exercise time: The group discussion time … See the full activity...

Developing a Segment Profile

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity would work best in small groups and reporting back to the overall class.
Student audience: Could be run with any level of marketing student, perhaps more suitable for advanced students.
Exercise time: Given the students need to profile two different segments, group discussion time would need to be around … See the full activity...

New Coke Case Study

General Instructions for running the New Coke Case Study in class

Much has been written about the New Coke new product development and launch in 1985 and there have been numerous case studies published in various textbooks, along with numerous books. But what is different about this case study for New Coke is that students will role play a particular … See the full activity...

New Coke Case Study (Part 2)

General Instructions for running Part 2 of the New Coke Case Study in class

This is Part 2 of the New Coke Case Study. It is highly recommended that student groups undertake the New Coke Case Study (Part 1), which sets the marketing environment context for Coke’s decision back in 1985.

While the first part of the New Coke case … See the full activity...

Evaluating a Billboard Ad

In this activity, marketing students will review a “famous” billboard ad to determine whether it will be successful.

 

ACTIVITY/TASK

Review the following billboard ad for Silberman’s Fitness Center. The ad is cleverly designed to be both “attention-grabbing” and to convey humor, and most importantly, trigger the target consumer into action and call the fitness center and start working out. … See the full activity...