Wispa Chocolate Bar Relaunch
In this video-based activity, students will review an overview of a marketing launch of a chocolate bar that has been reintroduced into the market in the UK. The video provides a good overview of the launch campaign.
Digital Marketing
The Validity of Online Marketing Research
In this task, students review the results of an online market research survey undertaken by a firm and determine how valid the results are likely to be.
Viral Marketing Success
In this video-based mini-case, students review two Blendtec videos. These YouTube videos are an example of successful viral campaigns. Students need to identify the reasons for their success.
From Bricks and Mortar to Online Retailing
In this exercise, students review the key trends impacting of online retailing on traditional shopping centers and retailers. The challenge is to determine the best way forward for these traditional retailers.
Competing in the New Environment
This mini case study profiles the successful launch of a new photo printing firm, which has successfully tapped into the new internet and digital world, with an innovated Facebook related photo product.
Standard Website Metrics
Students are presented with a table containing the standard top-level website metrics that every marketer needs to be familiar with. The task is to assess the relative performance of these websites.
Return on Google Advertising
Students are presented with the top-level key results of a few websites that have invested in Google advertising. The task is to determine how well they have performed and whether they should continue to use search engine ads.
Direct Mail vs Digital Marketing
A travel agency, with more than 100 outlets throughout the country, is considering using either traditional direct mail and/or a digital marketing campaign, however, they cannot agree on which IMC tools to use.
