This is a discussion task that is designed to build upon the calculations that your students completed in the Introduction to ROMI Calculations activity. It will deepen their understanding and help them handle varying ROMI situations and improve their ability to explain how ROMI works and why it matters.
Understanding ROMI as a Marketing Metric Review the Teaching Activity
Another experiment task designed to engage your students with a series of interactive pricing trade-offs. They will need to choose between competing offers – creating a series of in-class experiments. It is helpful exercise for determining the power and ideal structure for pricing decisions to drive and influence consumer behavior. It also works as a great in-class discussion tool and even an ice-breaker exercise.
In-Class Experiments: Pricing Review the Teaching Activity
This case examines the Whopper Detour campaign for Burger King. This innovative and very successful campaign was built around a fun and playful digital-driven approach using geofencing on their mobile app. It is another classic case study that your students should review. Includes a short case study video.
Burger King’s Whopper Detour Case Study Review the Teaching Activity
In this activity, students will analyze a series of scenarios featuring fictional brands that have made poor pricing decisions. By evaluating these cases, students will deepen their understanding of pricing strategies and the factors that influence effective pricing.
The Price is Not Always Right Review the Teaching Activity
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 explores service recovery and challenges students to decide whether the hotel should adopt a uniform recovery policy for all guests or tailor its response based on different customer segments. The same service failure situation is presented, but there are seven segments to consider each with varying long-term value to the hotel chain.
Service Recovery Across Customer Segments Review the Teaching Activity
Is it time for a new definition of marketing? In this activity, students review and assess the American Marketing Association’s official definition of marketing. They will consider what this definition does well and where it could improve, and then propose a revised definition of marketing. A great exercise for clarifying what marketing is and does.
Rewriting the Definition of Marketing Review the Teaching Activity
In this classic case study, students review Coca-Cola’s iconic “Share a Coke” campaign, one of the most talked-about marketing initiatives in recent years. They will examine where it was launched, why Coca-Cola pursued it, the tactical steps that brought the campaign to life, and how its success was measured.
Classic Case Study: Share-a-Coke Campaign 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