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
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
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
This is a classic marketing case study from 2009. It was a major repositioning campaign for Domino’s Pizza (in the USA market) entitled “Pizza Turnaround”. It is based around two short videos.
Classic Case Study: Domino’s Turnaround Repositioning Review the Teaching Activity
In this activity students are presented with a managers meeting that is discussing whether or not to implement mystery shopping market research program. There are good arguments for and against. The students need to decide whether they would implement the program.
Should We Use Mystery Shoppers? Review the Teaching Activity
In this task, students review a short transcript from a focus group discussion about the benefits of joining a fitness center. They will identify insights, motivations, as well as examining research biases.
Analyzing Focus Groups Review the Teaching Activity
In this discussion exercise, marketing research students are presented with several examples of research bias in focus groups. Their task is to identify how the impact of these biases can be minimized.
Research Bias in Focus Groups Review the Teaching Activity
Students work through a pricing experiment testing optimal pricing for profits. They then construct a demand curve, as well as considering multiple environmental factors before making a final pricing recommendation. A good activity to understand the role of marketing mix experiments.
Setting Prices Using Marketing Experiments Review the Teaching Activity
In this activity, students look at three scenarios where companies have manipulated and/or influenced market research and analytic results for their own purpose. This poses the question of ethical use of information. Your students discuss both ethics and business goals in order to see which one is more important.
Marketing Research Findings and Ethics Review the Teaching Activity
In this task, students are presented with five different marketing problems for businesses operating in various industries. Students need to identify whether the firm would be best informed by using qualitative or quantitative marketing research. This is an ideal exercise to help understand how different types of research tools can deliver different information.
Do We Need Qualitative or Quantitative Marketing Research? Review the Teaching Activity