Brand Management Challenge
In this in-class activity, students need to review a seemingly successful and profitable burger chain. A great learning exercise for brand management versus short-term profits.
EXCLUSIVE MEMBER ACTIVITY
Discussion Exercises
Digital Escape Rooms: Getting Started
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.
Marketing Trivia Quiz (Hardcopy)
This activity is a marketing trivia quiz for students to complete, primarily as an icebreaker or introduction to marketing in the early week/s of classes.
Is Marketing a Challenging Career?
In this discussion-based exercise, students explore the factors that make marketing such as interesting, yet challenging, career path. Ideal for student cohorts thinking about pursuing marketing as their profession.
Tapping into Consumer Motivations
What motivates a consumer to purchase from a restaurant? Sounds simple, but when it comes to identifying motivations, it is often helpful to look beyond the obvious and uncover the real reasons for consumer actions.
EXCLUSIVE ACTIVITY FOR MEMBERS
Do These Products Solve a Consumer Need?
In this activity, students are presented with four images of “innovative” products. Their task is to evaluate whether this product is simply a gimmick or it has market potential?
EXCLUSIVE ACTIVITY FOR MEMBERS
Lost Generic Brand Names
Building a strong brand is fundamental to long-term marketing success. But what happens when these efforts are too successful and the brand name becomes generic? In this activity, students explore the benefits and risks of a potentially generic brand name.
EXCLUSIVE ACTIVITY FOR MEMBERS
Marketing Information: Internal or External?
This is a simple individual student activity to help clarify marketing information terms by sorting the sources of information into whether they are internal or external to the firm.
Non-Compensatory Decision Rules
In this activity, students review a focus group discussion with recent buyers and work out which non-compensatory decision rule each consumer used. A helpful task for understanding the differences in decision rules in the evaluation stage of the buyer decision process.
Is Age Segmentation a Good Approach?
In this activity, students explore the effectiveness of age segments. Age segmentation is a common approach used by students, but is it worthwhile, especially as compared to other segmentation bases.