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.
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.
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.
In this activity, marketing students will evaluate a few press and billboard ads to determine whether the messaging is clear and effective.
In this video-based mini-case, students will review the repositioning efforts of Coca-Cola in Australia with their energy drink branded “Mother Energy”.
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.
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.
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.