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
Consumer Behavior
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
New Coke Case Study (Part 2)
This is Part 2 of the New Coke case study where students role-play characters or participants in the decision to develop and launch New Coke.
New Coke Case Study (Part 2) Review the Teaching Activity
Evaluating Advertising Messages
In this activity, marketing students will evaluate a few press and billboard ads to determine whether the messaging is clear and effective.
Evaluating Advertising Messages Review the Teaching Activity
Coke Repositions their Energy Drink (Video Case)
In this video-based mini-case, students will review the repositioning efforts of Coca-Cola in Australia with their energy drink branded “Mother Energy”.
Coke Repositions their Energy Drink (Video Case) Review the Teaching Activity
Interpreting Brand Image Survey Results
This activity highlights the top level results from an attitudes/image market research study, comparing four different fast food chains. The task is to review the brand’s performance and see what the survey results have revealed.
Interpreting Brand Image Survey Results Review the Teaching Activity
Developing a Promotional Strategy
This activity is based on a chain of fitness centers. They want to increase their ongoing level of promotional activity, but are unsure how best to promote themselves in the marketplace.
Developing a Promotional Strategy Review the Teaching Activity
Choosing a Promotional Message
This activity is for local bank who wants to adopt a more modern image. The student task is to choose the best promotional/campaign theme from the list of alternatives to help with the repositioning.
Choosing a Promotional Message Review the Teaching Activity
Selecting the Message Source
There are a number of other options for the ‘source’ of the firm’s promotional messages. The student task in this activity is to identify which source would probably be the most appropriate for each particular promotional challenge.
Selecting the Message Source Review the Teaching Activity
Which Celebrity to Use?
Sometimes it can be effective for a firm to utilize a celebrity to help promote their product/brand. The student task is to identify whether any of the following firms could possibly benefit from using an ‘available’ celebrity.
Which Celebrity to Use? Review the Teaching Activity