Using an Event as a Promotional Tool (Video)
In this mini case study, students review how Nike used a running event, rather than more traditional promotional tools, to reposition their brand in a key market segment.
EXCLUSIVE ACTIVITY FOR MEMBERS
Member Activities
International Market Entry (Case Study)
In this mini case study, student review why a successful Australian fast food chain had multiple failures with their international market expansion.
EXCLUSIVE ACTIVITY FOR MEMBERS
Adapting to the Local Market (Case Study)
In this mini case students, examine Boston Market’s failed international market expansion into Australia in the early 2000s (when they were owned by McDonald’s).
EXCLUSIVE ACTIVITY FOR MEMBERS
International Markets: MCQs
15 multiple choice questions on international marketing topics.
EXCLUSIVE ACTIVITY FOR MEMBERS
Which is which? Paid, Owned, Earned Media?
This is a simple exercise where students sort a variety of communication tools into the categories of paid, owned, and earned media. Good as an introductory activity to this base digital marketing concept.
EXCLUSIVE ACTIVITY FOR MEMBERS
Generating Earned Media (Video Case)
In this video case study, students review an airline loyalty points campaign that is heavily reliant upon generating earned media.
EXCLUSIVE ACTIVITY FOR MEMBERS
Snicker’s Innovative SEM Campaign
This video-based activity highlights Snickers Misspelled Words campaign that they executed through Google search ads to successfully reinforce their brand positioning.
EXCLUSIVE ACTIVITY FOR MEMBERS
How Important is SEO Position for CTR?
This activity is based around a chart of search engine position against click through rate. Analysis of this chart will help students understand the role of SEO and long-tail keywords.
EXCLUSIVE ACTIVITY FOR MEMBERS
Multi-Brand Strategy
A multi-brand strategy is where the same corporate owner runs multiple brands in the same marketplace, with the appearance that they are actually competitors. But is this really the case? The purpose of this activity is to identify whether or not they are actually competing and to identify reasons why a multi-brand strategy is used?
EXCLUSIVE ACTIVITY FOR MEMBERS
Setting Marketing Targets
In this activity, students examine the financial performance of an online firm and work out the different ways of setting marketing targets to deliver the required increase in profitability.
EXCLUSIVE ACTIVITY FOR MEMBERS