Digital Escape Rooms for Teaching Marketing

Two Digital Escape Rooms Now Available

Click here for the escape room challenge for the marketing mix.

Click here for the escape room challenge for consumer behavior.

Why play the digital escape rooms?

As you probably know, escape rooms are becoming a popular teaching technique for the classroom, with many students getting highly involved and motivated and having … See the full activity...

2nd Edition of the Marketing Activity Workbook

Introducing the  2nd Edition of the Practical Marketing Workbook

This workbook now has over 250 student activities designed in a worksheet form. This means that you can print or photocopy pages for students and use them in class as individual or group activities. It is an ideal resource for flipped classroom and active learning environments.

Each activity contains its own … See the full activity...

Discussion ideas for the marketing simulation game


Note: Also refer to the base information on the Marketing and Positioning Simulation Game for lecturers, as well as the “how to play guide”.

Teaching and discussion ideas

While the simulation game is quick to learn and relatively simple for students to understand, it does provide an insight to numerous marketing concepts and topics – making it an … See the full activity...

Apple’s Mission Statement

The following statement was released by Tim Cook, the CEO of Apple. Although it was not described as a mission statement, it has been effectively framed as one. Your task here is to review it and determine what it indicates about Apple and their future direction.

 

ACTIVITY/TASK

The statement made by Tim Cook of Apple:

We believe that we’re on … See the full activity...

Brand building and its advantages

The promotion of a brand is just ONE aspect of building brand equity. Achieving strong brand equity requires many components, but it can create significant value in the marketplace. The following exercise contains a number of checklist points for you to discuss regarding the building of, and the return on, brand equity.

 

ACTIVITY/TASK

Factors that may contribute to (or See the full activity...

Using Porter’s Five-forces Model

Use Porter’s Five-forces model to help analyze the book publishing industry, simply based on the hypothetical information and data presented below.

 

ACTIVITY/TASK

The book publishing industry in Australia

  •  20% of books are sold via independent retailers that tend to specialize in a particular genre or prefer unusual (not mainstream) books
  • 70% of books are sold via large retail chains
See the full activity...

Salespeople Incentive Schemes

There are a variety of incentive schemes that can be implemented in order to help motivate and reward salespeople. In this exercise you need to first calculate the total salary/incentive paid in each of the following payment structures. Then you need to determine which structure is the best approach.

 

ACTIVITY/TASK

For all the incentive schemes below: George, the salesperson, … See the full activity...

What a Sales Manager Does?

As implied by his/her title, a sales manager is responsible for achieving targeted sales through the effective management of a sales team. In this activity, you need to identify (from the list below) what tasks that a sales manager actually does.

 

ACTIVITY/TASK

  1. Structuring sales bonuses
  2. Giving ‘motivational’ talks
  3. Phoning key customers
  4. Writing newsletters
  5. Helping with direct marketing activities
  6. Helping staff
See the full activity...

Evaluating Direct Marketing Results

Responses to direct marketing campaign may include direct sales, appointments with salespeople, and opportunities for future sales. This activity outlines a variety of responses for a direct mail campaign for an insurance company. If you were the manager for the campaign, how satisfied would you be with the following results?

 

ACTIVITY/TASK

‘Got You Covered’ insurance company sent out 1,000 direct … See the full activity...

Selecting Sponsorship Partners

Medium to large firms tend to have many sponsorship opportunities presented to them. Keeping in mind that a sponsorship should be viewed a promotional tool (rather than simply a donation), please rank (in terms of value to the firm) the following sponsorship opportunities for a large supermarket chain.

 

ACTIVITY/TASK

Opportunity A

  • A small charity is seeking a donation of just
See the full activity...

Using Trade Promotions

Many firms target their sales promotions at wholesalers and retailers in an attempt to generate greater support and sales. Sometimes these trade promotions are designed to get preferential treatment from the retailer (e.g. better store/shelf placement) and sometimes they are simply designed to pass through to the end-consumer (such as a discount).

Listed below are some possible trade promotion tools. See the full activity...

Which Sales Promotion Tool?

Firms may use a variety of sales promotion tools to help them increase short-term sales. Choosing from the below list of possible tools, identify which one/s would be most appropriate for:

  1. A newly launched chocolate bar
  2. Computer software (for editing digital photos)
  3. A woman’s fashion clothing store


ACTIVITY/TASK

  Sales Promotion Tools

Chocolate bar?

Computer software?

Clothing store?

1

A
See the full activity...

Setting the Promotional Objectives

It seems fairly obvious that the goals/objectives of a promotion would be to increase sales and profit. And, of course, you would usually need to achieve those goals to justify the cost of the campaign.

But take a look at the list of possible promotional goals listed below. Assume that you were responsible for the promotion of McDonald’s ‘healthy menu’ See the full activity...

Setting the Promotional Budget

In this activity, you simply need to match each example provided to the approach that the firm has used in setting/determining its promotional budget.

 

ACTIVITY/TASK

  1. A shoe company decides to increase its advertising budget to $1m to support the launch of their new range of tennis shoes. Their goal is to achieve a 5% market share within the first three
See the full activity...

Selecting the Message Source

There are a number of other options for the ‘source’ of the firm’s promotional messages. Your task in this activity is to identify which source would probably be the most appropriate for each particular promotional challenge.

 

ACTIVITY/TASK

Some Possible Different Message Sources

  1. The firm’s CEO (e.g. Richard Branson)
  2. A celebrity
  3. An expert (such as a dentist, accountant, scientist)
  4. A spokesperson
See the full activity...

Which Celebrity to Use?

Sometimes it can be effective for a firm to utilize a celebrity to help promote their product/brand. Your task is to identify whether any of the following firms could possibly benefit from using an ‘available’ celebrity. If so, which available celebrity would be most appropriate?  (Note: A limited list of celebrities has been provided to make this activity more manageable.) See the full activity...

Selecting the Message Appeal

‘How’ to communicate the desired message is an important aspect in the overall effectiveness of a promotion. The message appeal also plays a part in communicating the overall positioning for the brand/product. In this activity, you need to select the most appropriate type of ‘appeal’ (refer list below) for each challenge listed.

 

ACTIVITY/TASK

  1. You want to help raise money for
See the full activity...

Decoding Promotional Messages

Decoding refers to how consumers will understand the marketing communication. In this activity, you need to determine what is the main message for the following promotional messages. Keep in mind that most ads do not include a lot of copy (text), so they often have to draw conclusions or will use their existing perceptions
 

ACTIVITY/TASK

In a magazine ad for See the full activity...

Which IMC Tools to Use?

Different organizations, with different goals, will find that a different mix of IMC tools will be more appropriate for their needs.  For this activity you need to determine the three most suitable IMC tools for each organization listed (using the simplified list of tools provided below).


ACTIVITY/TASK

Select from this simplified list of IMC Tools

  • TV advertising
  • Personal selling
  • Radio
See the full activity...

Selecting Distribution Channels


It was only about 20 years ago that most banks typically only used one distribution channel (their branches). However, since that time they have dramatically expanded the number of channels that they use. Below is a list of common distribution channels for a bank. Your task is to identify the most appropriate mix of channels for two different banks.

 

ACTIVITY/TASKSee the full activity...