In this task, students consider the impact of media selection on the message design in IMC. Students are presented with a central creative message for a strategic repositioning campaign and need to construct advertising designs suitable for different media channels.
Impact of Media on the Message Design Review the Teaching Activity
In this exercise, students will be presented with a mix of target markets and multiple target audiences for a new social initiative. It is a helpful activity for clarifying the difference between target markets and audiences. And it is very flexible, as it can be run as a case study discussion, as a marketing debate, or even a student role-play.
EXCLUSIVE ACTIVITY FOR MEMBERS
Difference Between Target Markets and Target Audiences Review the Teaching Activity
This activity addresses the trend of anti-consumerism and provides a brief profile of an anti-consumer. Students discuss the change in consumer behavior and its resultant impact on marketing activities.
The Marketing Challenge of Anti-Consumerism Review the Teaching Activity
Students review several key strategic points about Apple, in order to identify the role of their strategic capabilities and how that gives them an ongoing competitive advantage in the marketplace.
EXCLUSIVE MEMBER ACTIVITY
Role of Capabilities Review the Teaching Activity
In this activity students identify the role and influence of marketing in various key projects for a company. It is a helpful exercise for students to understand the breadth and extent of how marketing impacts a company overall. Also a helpful activity for introducing the concept of internal marketing.
Does Marketing Have the Lead? Review the Teaching Activity
This is a creativity exercise where students sort through forced relationships of flavors and product categories in order to identify potential new product ideas for snack foods. It should be a relatively fun and enjoyable exercise for students, as well as demonstrating a good technique for finding new product ideas in a cluttered and crowded market.
New Product Concept Generation Using Creativity Review the Teaching Activity
In this activity, students need to consider what is the primary purpose of marketing? While many students will opt for marketing plans, new products, communication campaigns – is that what marketing is really all about?
What Do You Want a Marketer to Do? Review the Teaching Activity
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.
Is Age Segmentation a Good Approach? Review the Teaching Activity
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.
Non-Compensatory Decision Rules Review the Teaching Activity
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.
Marketing Information: Internal or External? Review the Teaching Activity