In this video-based task, students review an ad for McDonald’s UK where they are promoting their McCafé offering, as compared to visiting a “trendy” coffee shop. This is considered a classic case study for marketers as it clearly shows the concepts of positioning and differentiation.
Classic Case Study: What is Positioning? Review the Teaching Activity
In this classic case study students will explore WestJet’s Christmas Miracle campaign that went viral and gained significant earned media. This campaign helped to build emotional loyalty for the brand.
Classic Case Study: WestJet Christmas Miracle Review the Teaching Activity
Students are presented with top-level metrics from YouTube Analytics for a law firm’s channel. As the data shows, there’s a variety of outcomes for these videos. Students need to analyze the results and suggest ways the firm might improve their video’s and channel’s performance.
Analyzing YouTube Channel Performance Review the Teaching Activity
Students, as marketing managers for a large hotel chain operating in a major tourist city, have been approached by their CEO to “pick a side” and lobby for a looming social issue of allowing e-scooters to operate in the city.
Who Has the Social Right of Way? Review the Teaching Activity
Students assume the role of a Communications Manager for a local government area, and to select the best communications campaign to persuade residents that a change to smaller waste bins is a positive change for the overall good. An activity that covers social marketing, communications, and perceptions.
Communicating the Social Change Review the Teaching Activity
Students review an award-winning education outreach project by Colgate known as “Education in a Box” designed for schools in Myanmar. While this sounds like a great initiative for providing education resources – was it really? Or was it a form of stealth marketing or just greenwashing?
Education CSR or Just Promotion? Review the Teaching Activity
Students are presented with top-level metrics from Google Search Console for a law firm’s keywords. They have had a mix of success, with some keywords doing well, and others failing to get traction. Perhaps your students can help them improve their SEO performance? A helpful introduction to Google Search Console metrics.
Analyzing SEO Performance Review the Teaching Activity
In this task, students will analyze Google Analytics data for a business specializing in selling financial software tools. They will need to identify the website’s strengths as well as potential improvement areas.
Working with Google Analytics Review the Teaching Activity
In this activity, students will review a podcast episode on social media marketing and platforms, and explore the best platforms for different types of business and situations. A handy overview of the main social media players.
Choosing Social Media Platforms Review the Teaching Activity
In this task, students review several marketing claims and identify whether the firm is making legitimate claims and is helping the natural environment OR whether they are engaged in greenwashing.
Are these Legitimate Marketing Claims or Greenwashing? Review the Teaching Activity