Creating Customer Journey Maps

Introduction to the Activity

Customer journey mapping is an effective way for students to understand:

  • the overall buying decision process
  • aspects of consumer behavior
  • differences in market segments = by using different brand personas
  • promotion, process, and people marketing mix elements = by considering brandtouch points
  • brand management
  • customer satisfaction loyalty and retention

Structuring Customer Journey Map Exercises

There are … See the full activity...

Real Burger World (RBW) Case Study

Introduction

Real Burger World (or RBW as it later became known) 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.

This case study is based upon … See the full activity...

The customer lifetime value calculation (step-by-step)

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity should be run in student pairs or small groups.
Student audience: This discussion exercise is more suitable for advanced students studying services marketing or marketing metrics.
Exercise time: This activity will probably run around 10-15 minutes.
Additional resources: Please refer to the comprehensive guide to customer lifetime valueSee the full activity...

Interpreting Customer Lifetime Value

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity can be run individually or in student pairs.
Student audience: This discussion exercise is more suitable for advanced students studying services marketing or marketing metrics.
Exercise time: This activity will probably run around 10 minutes.
Additional resources: Link to the free online CLV calculator, ideal for students to … See the full activity...

Calculating Customer Lifetime Value (Basic Formula)

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is best suited as an individual task.
Student audience: 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.
Exercise time: This discussion activity should only take around ten minutes.… See the full activity...

Understanding Critical Incidents

Critical incidents are important in the field of services marketing as they provide an insight into the types of service encounters that trigger an existing loyal customer to decide to switch service providers. In this activities, students look at a range of  critical incidents  and discuss how they could be addressed.

ACTIVITY/TASK

When studying services marketing, the term “critical incident” … See the full activity...

Staff Bonuses and Internal Marketing

For this exercise, which is based on a recent media release, you will review Sports Direct (a major UK sports retailer) and the impact of its attractive staff bonus on sales and profitability. But while profits are up, your task is to identify any concerns that they need to manage?

 

ACTIVITY/TASK

SportsDirect.com is a large sporting goods retailer based … See the full activity...

International Strategic Alliances

In recent years, a number of Australian universities have expanded into international markets (particularly in South-East Asia), usually utilizing a strategic alliance with an existing local college. But strategic alliances are designed to provide mutual benefits, is this the case here?

 

ACTIVITY/TASK

Australian universities are faced with a mature education market in Australia. While there are changes in preferences for … See the full activity...

Working with Salespeople

Salespeople are part of an overall team. When a salesperson tries to work independently, the results are not always very effective. This activity highlights an ineffective situation for a mobile home loan salesman for a bank. Review the situation – what can you recommend to improve the firm’s current sales appointment practices?

 

ACTIVITY/TASK

When customers phone the bank’s call … See the full activity...