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Great Ideas for Teaching Marketing

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Consumer Behavior

What Level of Information Search?

In this activity, students need to identify the factors that influence the consumer to spend more/less time in the information search phase of their decision process.

Categories Consumer Behavior, Review Exercises

Need/Problem Recognition

The task is to determine which of the potential triggers listed are the more significant in terms of impact and which ones should the firm try and leverage into its marketing.

Categories Consumer Behavior, Review Exercises

Understanding Situation Influence

The task is to match the situation to the appropriate situational factor. This particular exercise examines why a consumer would choose to shop at a more expensive convenience store over a low-cost supermarket.)

Categories Consumer Behavior, Places and Channels, Review Exercises

Situational Influences and How They Impact Decisions

The task here is to identify how many different drinks/beverages that the student (being one consumer only) would choose across the various situations listed.

Categories Consumer Behavior, Review Exercises

Reviewing a Multi-Attribute Model

In this exercise, students review the results of a multi-attribute attitude model, which compares consumer’s perceptions of two fast food restaurants (McDonald’s and Burger King).

Categories Analysis and Metrics, Consumer Behavior, Research and MIS, Tools

Can You Run Your Own Focus Group?

For this activity students will run their own focus groups, using a group discussion guide, which reviews consumer behavior in the fast food market.

Categories Consumer Behavior, Discussion Exercises, New Product Process, Research and MIS

Understanding Customer Satisfaction

This activity is designed to help students identify the key components of what drives customer satisfaction outcomes, by evaluating a series of statements made by consumers regarding their recent interactions with a firm.

Categories Consumer Behavior, Introductory Concepts, Review Exercises

What is Customer Value?

For this task, student need to identify how different consumers perceive value, based on their statements. The intention of this activity is for students to broaden their understanding of what value is in marketing.

Categories Consumer Behavior, Introductory Concepts
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Great Ideas for Teaching Marketing has been developed as an alternative to long case studies. Hundreds of  activities, discussion exercises and tools are provided on this website, with new content added regularly.

They are ideally suited to topics that only require a 10-30 minute exercise addressing a distinctive concept, rather than a detailed, all-encompassing case study.

All the activities and discussion exercises are provided free for marketing lecturers to use in their classes.

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