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
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
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
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
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
This task is designed to engage your students with a series of interactive product design 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 product mix design decisions 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: Product Design Review the Teaching Activity
In this activity, students will explore the concept of demarketing and its application to managing overtourism in popular destinations. Students will analyze real-world examples of strategies used by governments, tourism boards, and local communities to limit tourist numbers and their impacts.
Using Demarketing for Overtourism Review the Teaching Activity
In this task, students review, discuss, and/or debate mini ethical and social dilemmas relating to common marketing practices. Great for in-class discussions and debates, as well as exploring marketing ethical challenges in a practical manner.
More Marketing Ethics Debate Topics Review the Teaching Activity
This activity challenges students to evaluate whether a pet food company should limit its Diversity, Equity, and Inclusion (DEI) efforts to internal operations or actively promote them as part of its brand identity, by considering the potential risks, rewards, and alignment with target market preferences. Students will analyze arguments presented in a manager’s meeting and weigh the pros and cons before making a recommendation.
Is DEI a Brand Management Issue? Review the Teaching Activity
In this activity, students work in groups to create tailored fundraising campaigns designed to appeal to one specific donor profile. Each campaign will look to address the unique motivations and behaviors of the market segment while seeking to maximize engagement and, of course, long-term donations. and ongoing support.
Targeting Charity Donation Segments Review the Teaching Activity