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.
EXCLUSIVE MEMBER ACTIVITY
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.
EXCLUSIVE MEMBER ACTIVITY
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.
EXCLUSIVE MEMBER ACTIVITY
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.
EXCLUSIVE MEMBER ACTIVITY
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.
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.
EXCLUSIVE MEMBER ACTIVITY
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.
Students review the viral video launch of the highly successful Dollar Shave Club and then identify their 7P’s offering and the mindset of their target market. Great activity for breaking down the full 7P’s marketing mix.
EXCLUSIVE ACTIVITY FOR MEMBERS
This is a great example of using a market insight to change consumer behavior. In this activity, KFC created a smart phone game to deliver sales promotion incentives and drive sales.
EXCLUSIVE ACTIVITY FOR MEMBERS
In this activity, students work through a manager’s discussion on proposed IMC tools and identify which ones are paid, owned, and earned media.
EXCLUSIVE ACTIVITY FOR MEMBERS