Students are provided with a name of a brand persona and assess what information about the segment is provided by the name itself. A helpful exercise for understanding segments and personas.
EXCLUSIVE MEMBER ACTIVITY
The Value of Brand Persona Names Review the Teaching Activity
In this simple exercise, students identify the types of business purchases that would be considered as a straight rebuy, a modified rebuy, or a new task.
Types of Business Buying Decisions Review the Teaching Activity
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?
EXCLUSIVE ACTIVITY FOR MEMBERS
How Would You Segment These Consumers? Review the Teaching Activity
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.
Digital Escape Rooms: Getting Started Review the Teaching Activity
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.
Pringles Chips WTF (Sales Promotion Campaign) Review the Teaching Activity
In this task, students download and use the free customer journey map (CJM) Excel template to develop CJM’s for different personas.
Creating Customer Journey Maps (Student Tool and Tasks) Review the Teaching Activity
These three 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.
Digital Escape Rooms for Teaching Marketing Review the Teaching Activity
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.
Real Burger World (RBW) Case Study Review the Teaching Activity
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.
EXCLUSIVE MEMBER ACTIVITY
Monitoring Consumer Attitudes Review the Teaching Activity
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?
Communicating to Gen Y Review the Teaching Activity