Implementing a CRM Program
In this case study, students look at a successful implementation of a CRM program and how it was able to transform the success of a credit union.
Services/CRM
Creating Customer Journey Maps (Student Tool and Tasks)
In this task, students download and use the free customer journey map (CJM) Excel template to develop CJM’s for different personas.
Financially-driven Marketing Strategy
The purpose of this exercise is for students to consider the financial consequences of various strategic decisions. Their goal is to increase overall profitability of this music festival event, while ensuring the foundation of a logical marketing strategy.
Real Burger World (RBW) Case Study
RBW was a small hamburger chain established in the UK in the early 2000’s. Despite a significant financial investment, professional management, the use of branding consultants, and extensive media coverage, the business did not prove to be viable and closed within a few years.
Customer Lifetime Value Calculation (a step-by-step guide)
In this exercise, students work through a customer lifetime value calculation and explain the individual components, ideal for advanced marketing students.
Interpreting Customer Lifetime Value
A task for marketing students where they need to interpret the output of a customer lifetime value (CLV) calculation.
Calculating Customer Lifetime Value (Basic Formula)
This discussion exercise is an introduction to calculating customer lifetime value, which would be suitable for students of services marketing and metrics – and perhaps some students of advertising/promotion.
From Market Segmentation to the Marketing Mix (Fitness Centers)
A discussion exercise where students need to develop a marketing mix for a particular target market – Ideal for explaining the value of market segmentation and target markets.
Understanding Critical Incidents
In this activity, students look at a range of critical incidents in services marketing and discuss how they could be addressed.
Staff Bonuses and Internal Marketing
For this exercise, which is based on Sports Direct (a major UK sports retailer) and the impact of its attractive staff bonus on sales, profitability, and marketing results.
