In this activity, students will explore a new pricing strategy proposed by a cinema chain that offers a $50/month subscription for unlimited movies. The cinema chain’s goal is to defend against the growing competition from streaming services by potentially attracting more loyal customers. The debate centers on whether to roll out this pricing universally or target it toward specific customer segments.
Should We Use Segmented Pricing? Review the Teaching Activity
This activity examines the Crocker Bank “We’ve Only Just Begun” campaign from the 1970s. It is considered a TV advertising CLASSIC and was a breakthrough in understanding of powerfully tapping into customer emotions. BUT… the campaign did not align with the bank’s strategy, highlighting one of the challenges of being a marketer is the sales and promotion era. Also a great activity to discuss emotions and storytelling.
Creative Communication and Sales and Promotion Orientation Review the Teaching Activity
This Walmart case study offers students a real-world example of cost leadership and successful retail strategy. By reviewing its Everyday Low Pricing, economies of scale, and efficient logistics management, students will gain insights into this competitive strategy. A great exercise for delving into the reasons for Walmart’s dominance in a highly competitive market sector.
The Success of Walmart Case Study Review the Teaching Activity
This task is designed as a hands-on activity where students compare the website design and functionality of two competing firms, by acting as online mystery shoppers in order to evaluate the likely effectiveness of the website and its impact on the brand and supportive physical evidence. This then leads into an in-class discussion on website design and how it impacts consumer perceptions and behavior.
Mystery Shopper Exercise and Worksheet (Digital) Review the Teaching Activity
This task is designed as a hands-on activity where students visit two competing retailers an act as a mystery shopper and evaluate the retail design, atmosphere, and overall presentation of the players. This then leads into an in-class discussion on retail atmospherics and how it impacts shopping behavior as well as consumer perceptions.
Mystery Shopper Exercise and Worksheet (Retailing) Review the Teaching Activity
This Starbucks case study focuses on their longstanding “third place” concept, which has been a key component of their success and differentiation. However, your students will need to assess whether this “third place” offering remains a viable strategy in today’s marketing environment, considering trends like remote work, increased competition, cost of living concerns, and shifting consumer expectations.
Starbucks Third Place Positioning – Still Relevant? Review the Teaching Activity
In this mini case study, students explore the strategic challenges facing Starbucks, including its drift away from its core brand identity and its “third place” experience. Due to its expansion and diverse product offerings, Starbucks strengths have transformed into potential weaknesses. Students will review how operational inefficiencies, market pressures, and changing consumer behaviors have impacted the brand, and assess whether the proposed strategic changes will be effective. NOTE: This activity can also be run as a video case study, with an optional detailed video to show students.
Addressing the Challenges Facing Starbucks Review the Teaching Activity
This debate activity explores whether a humorous anti-drink-driving campaign can lead to meaningful behavior change or if it primarily generates attention. Students will review the case study and a focus group discussion to understand differing perspectives before forming groups to debate the topic. It is a variation of another teaching activity of Using Humor Appeals for a Social Marketing Cause.
Debate: Using Humor Appeals for Behavioral Change Review the Teaching Activity
This case study examines the challenges of brand repositioning using Jaguar’s 2024 strategy. Students will analyze key marketing decisions, including the promotional video and their concept car launch. The case encourages critical thinking about creative messaging, brand management, strategy, DEI issues, and the risks of targeting new consumers while potentially alienating loyal customers.
Jaguar Rebranding and Repositioning Case Study Review the Teaching Activity
This is a points-based game built around 10 ethical and social dilemmas (trade-offs). In each round, students need to make a strategic decision that will add/remove points for profits, customer satisfaction, staff satisfaction, and ethical behavior. But what is more important to your students – profit maximization or running a well-balanced business? Designed as a game to make ethical decisions fun, enjoyable, and more real-world based. Note: This is an updated version of the existing Marketing Ethics Decision Game.
Marketing Ethics Game: Version 2 Review the Teaching Activity