In this introduction to segmentation (and viable segments) students review information for 12 consumers and split them into segments. It sounds simple, but is it?
In these digital escape rooms, students need to work together to solve problems, crack codes and finally escape, using their knowledge of marketing. Lots of fun and great for team-building.
This activity is built around a new flavor campaign for the well-known snack brand Pringles. This campaign is a mix of a sales promotion and a product line extension.
In this task, students download and use the free customer journey map (CJM) Excel template to develop CJM’s for different personas.
These escape rooms consists of 10 different challenges, built around a theme of a job interview or being a marketing expert. Each challenge is in sequence and needs to be solved first before the next challenge is released – students cannot skip ahead until they solve the puzzle first.
RBW 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.
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.
This task is based on an excerpt from a study on Millennials (Gen Y) – and their view of marketing communication from banks – so how can we reach them?
This teaching activity is designed for small groups of students to discuss the value of the consumer products classification scheme.
An in-class exercise for marketing students to develop a better understanding of a market segment through constructing a segment profile.