Discussion Exercises

Comparing Brand Health Metrics (In-Class Experiment)

Analysis and Metrics, Consumer Behavior, Discussion Exercises, Experiments, Marketing Mix, Member Activities, Products and Brands, Research and MIS

In this activity, students go through a hands‑on brand health comparison exercise where they collect and analyze loyalty and attitude (brand health) metrics for two competing brands. It is designed to strengthen your students’ ability to link consumer perceptions with purchase behavior and recommend actionable brand management priorities, based on data and research results.

Comparing Brand Health Metrics (In-Class Experiment) Review the Teaching Activity

Marketing Models Matching Challenge

Discussion Exercises, Games and Quizzes, Introductory Concepts, Member Activities, Strategy and Plans

In this activity, students receive seven blank diagrams of core marketing models (Ansoff Matrix, BCG Growth‑Share Matrix, Product Life Cycle, etc.) along with a shuffled Word Bank of key terms. Their task is to correctly place each term into its corresponding model, reinforcing their understanding of each framework’s structure and purpose. A great fun activity/game for reinforcing key terms and connections between marketing models.

Marketing Models Matching Challenge Review the Teaching Activity

Reviewing Brand Health Metrics

Analysis and Metrics, Digital Marketing, Discussion Exercises, Experiments, Marketing Mix, Member Activities, Products and Brands, Promotion, Research and MIS

This teaching activity is designed to help your students interpret multi‑year brand health metrics. A table of consumer statements is presented over a three year period and students need to identify how well the brand is being managed and it strengths and weaknesses – as well as identifying what is most likely happening to their marketing mix. It is a good exercise for students to translate metrics into a narrative story.

Reviewing Brand Health Metrics Review the Teaching Activity

Understanding ROMI as a Marketing Metric

Analysis and Metrics, Digital Marketing, Discussion Exercises, Member Activities, Promotion, Research and MIS, Role Plays

This is a discussion task that is designed to build upon the calculations that your students completed in the Introduction to ROMI Calculations activity. It will deepen their understanding and help them handle varying ROMI situations and improve their ability to explain how ROMI works and why it matters. 

Understanding ROMI as a Marketing Metric Review the Teaching Activity

Service Recovery Across Customer Segments

Discussion Exercises, Member Activities, Places and Channels, Segmentation and Positioning, Services/CRM

This activity explores service recovery and challenges students to decide whether the hotel should adopt a uniform recovery policy for all guests or tailor its response based on different customer segments. The same service failure situation is presented, but there are seven segments to consider each with varying long-term value to the hotel chain.

Service Recovery Across Customer Segments Review the Teaching Activity

Rewriting the Definition of Marketing

Definitions, Discussion Exercises, Introductory Concepts, Marketing Mix, Member Activities

Is it time for a new definition of marketing? In this activity, students review and assess the American Marketing Association’s official definition of marketing. They will consider what this definition does well and where it could improve, and then propose a revised definition of marketing. A great exercise for clarifying what marketing is and does.

Rewriting the Definition of Marketing Review the Teaching Activity

Classic and Iconic Advertising Campaigns

Consumer Behavior, Discussion Exercises, Member Activities, Products and Brands, Promotion, video

In this video-based task, students review the Art & Copy documentary, which highlights many of the classic and iconic TV commercials of all time and why and how they contributed to breakthroughs and improved understanding of advertising and communication. Please note that the documentary runs about an hour, plus the activity which primarily consists of review questions. A great task for marketing communications and similar topics.

Classic and Iconic Advertising Campaigns Review the Teaching Activity

KFC Toothpaste Case Study

Case Study, Digital Marketing, Discussion Exercises, Free Activities, New Product Process, News item, Products and Brands, Promotion, Segmentation and Positioning

This activity uses KFC’s fried‑chicken–flavored toothpaste (launched in 2025) to explore how novelty products can generate viral buzz, earned media, and support brand positioning. This task helps students with identifying the marketing objectives, consumer behavior triggers, and success behind the use of novelty product brand extensions.

KFC Toothpaste Case Study Review the Teaching Activity

In-Class Experiments: Sales Promotions

Consumer Behavior, Discussion Exercises, Experiments, Games and Quizzes, Marketing Mix, Member Activities, Pricing

This task is designed to engage your students with a series of interactive sales promotion trade-offs. They will need to choose between competing offers – creating a series of in-class experiments. It is helpful exercise for determining the power and ideal structure for sales promotion to drive and influence consumer behavior. It also works as a great in-class discussion tool and even an ice-breaker exercise.

In-Class Experiments: Sales Promotions Review the Teaching Activity

Scroll to Top