Students consider the value and impact of online reviews (a form of physical evidence) for a hotel with a very unusual market positioning. As independent reviews grow in importance to consumers, budding marketers need to understand their potential impact.
In this activity, students work with a snack brand that has one underperforming product and choose from an array of ideas and suggestions to improve results, and address the question is repositioning the best option?
In this mini case study (with a video case summary as well), students will review how an insurance company was able to make intangible services “tangible”.
In this exercise, students are presented with 10 trade-offs between two firms – with their only difference being physical evidence. It is designed for students to understand that physical evidence has a significant impact on consumer perceptions and their choice of a suitable offering. A fun exercise for marketing students of all levels.
Students explore positioning and the importance of differentiation by reviewing 10 competing restaurants in the same geographic market. Each restaurant has a unique positioning and students need to evaluate which ones will be more successful, as well as identifying an opportunity for a player in the market.
Another fun revision crossword for an array of marketing terms and definitions – ideal for reinforcing concepts and checking understanding at the end of term. Great for teams an in-class competitions.
For this task students will calculate, analyze, and assess the Net Promoter Score (NPS) metric. They will look at two firms that have adopted different approaches to improving their NPS scores – but which approach is better?
In this exercise, students review four businesses, each of which are in a different phase of the PLC. Their task is to identify which PLC stage that they are in and then use that information to help the business with the next stage of their business journey.
This activity is all about drilling down on consumer needs to explore the range of underlying motivations for behavior. Students are presented with a series of consumer statements and their task is to look beyond the top-level and to dig deeper into a fuller set of motivations and needs.
This Sim Game is structured around the 4Ps marketing mix. Students manage up to 2 brands across 5 rounds to see which team can have the most marketing success. The game is Excel-based and is easy-to-use.