Research and MIS Archives - Great Ideas for Teaching Marketing

Mystery Shopper Exercise and Worksheet (Digital)

Digital Marketing, Experiments, Marketing Environment, Member Activities, Places and Channels, Research and MIS, Review Exercises

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

Mystery Shopper Exercise and Worksheet (Retailing)

Experiments, Marketing Environment, Member Activities, Places and Channels, Research and MIS, Services/CRM

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

Understanding Marketing Mix Modeling (MMM)

Analysis and Metrics, Marketing Mix, Member Activities, Promotion, Research and MIS

In this activity, students assume the role of a marketing analyst for a fast-food chain. They use data and a regression model which shows different marketing and operational factors that influence sales. Their task is to understand and use the model to make recommendations to enhance marketing effectiveness and drive sales growth.

Understanding Marketing Mix Modeling (MMM) Review the Teaching Activity

Should We Create a Consumer Panel?

Analysis and Metrics, Decisions and Mini-Cases, Member Activities, Promotion, Research and MIS

Students review a management team meeting discussing the for and against of establishing a consumer panel for a bank. Their task is to determine whether or not the bank should move to this research approach or continue with their annual customer survey only. A good activity for a deeper understanding of the role and purposes of consumer panels in marketing research.

Should We Create a Consumer Panel? Review the Teaching Activity

Using Consumer Panels for Marketing Research

Analysis and Metrics, Discussion Exercises, Member Activities, Research and MIS, Review Exercises

Consumer panels are a key tool in marketing research, widely used for their cost-effectiveness and ability to provide continuous insights. Instead of relying solely on one-time studies, companies often use consumer panels to gather ongoing feedback from selected customers. In this activity, your students will get a good understanding of consumer panels and how they work, as well as why they are widely used and what are their risks and limitations.

Using Consumer Panels for Marketing Research Review the Teaching Activity

What’s the Role of Buyer Personas?

Consumer Behavior, Discussion Exercises, Member Activities, Research and MIS, Segmentation and Positioning

Students examine the role and purpose of a buyer persona by reviewing three buyer personas for consumers in the health and fitness market. They also have the opportunity to develop and build their own buyer persona.

What’s the Role of Buyer Personas? Review the Teaching Activity

What Research Design Should We Use?

Analysis and Metrics, Discussion Exercises, Free Activities, Research and MIS

This teaching activity is designed for small groups of students to discuss the most appropriate market research design for different situations and management problems. Four marketing scenarios are provided to review.

What Research Design Should We Use? Review the Teaching Activity

New Product Evaluation Challenges

Discussion Exercises, Member Activities, New Product Process, Research and MIS, Strategy and Plans

In this task, students construct a new product evaluation scoring model and then assess a number of new product opportunities to determine whether the firm should go ahead and develop and launch the product. Great discussion exercise to understand the role of new product selection and prioritizing.

New Product Evaluation Challenges Review the Teaching Activity

Working with ROMI Calculations

Analysis and Metrics, Digital Marketing, Free Activities, Research and MIS

In this activity, students will work through five ROMI calculations for a hotel chain and help them improve their marketing campaigns. Ideal activity for students to learn the different complexity of return on marketing investment metrics.

Working with ROMI Calculations Review the Teaching Activity

Functional, Social, Emotional Jobs in JTBD

Analysis and Metrics, Consumer Behavior, Digital Marketing, Member Activities, New Product Process, Research and MIS

In this activity, students apply the ‘Jobs to be Done’ (JTBD) framework to real-world products by drilling down to the functional, social, and emotional jobs these products are hired to do.

Functional, Social, Emotional Jobs in JTBD Review the Teaching Activity