Implementing a CRM Program
In this case study, students look at a successful implementation of a CRM program and how it was able to transform the success of a credit union.
Research and MIS
Marketing Financial Forecasts
In this mini case study, an accountant firm is trying to forecast the likely profit from a new software program that they plan to launch onto the market – but they have two quite different profit expectations – can your students help them?
Market Research Scales
In this marketing research task, students classify questions into scales: nominal, ordinal, interval, and ratios scales.
GE-McKinsey Multi-Factor Excel Template (Teaching Ideas)
In this set of activities, students download a free Excel template to run the GE matrix, in order to understand its construction and how it works. They can also use the template to assist them in with various marketing reports and/or assignments.
Run Cross-tabs in Excel (Free Template Tool)
This is an easy-to-use Excel template tool that allows students to learn how to use and interpret cross-tabs, when analyzing market research data. As well as cross-tabs, the template also allows students to produce charts quickly – an ideal tool for their assignments and reports.
Monitoring Consumer Attitudes
In this marketing exercise, the students will gain an understanding of the complexity of consumer attitudes by reviewing the output of a multi-attribute attitude model.
Using Market Share Information
In this activity, students will review a simple table containing market share and sales information, in order to interpret the marketplace.
Fun Approach to Cluster Analysis
Making cluster analysis fun and easy to understand? Sure, why not? This is a good task to get students working with simple data and seeing how market segments can be formed. But note that students will need access to Excel to undertake this activity.
Using Scatter Charts for Market Segments
This is a visual activity introduces marketing students to the concept of forming market segments using consumer data. It is a very helpful exercise for reinforcing that segments need to be homogeneous, yet distinctive.
Communicating to Gen Y
This task is based on an excerpt from a study on Millennials (Gen Y) – and their view of marketing communication from banks – so how can we reach them?
