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.
EXCLUSIVE MEMBER ACTIVITY
Implementing a CRM Program Review the Teaching Activity
In this task, students download and use the free customer journey map (CJM) Excel template to develop CJM’s for different personas.
Creating Customer Journey Maps (Student Tool and Tasks) Review the Teaching Activity
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.
EXCLUSIVE MEMBER ACTIVITY
Financially-driven Marketing Strategy Review the Teaching Activity
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.
Real Burger World (RBW) Case Study Review the Teaching Activity
In this exercise, students work through a customer lifetime value calculation and explain the individual components, ideal for advanced marketing students.
Customer Lifetime Value Calculation (a step-by-step guide) Review the Teaching Activity
A task for marketing students where they need to interpret the output of a customer lifetime value (CLV) calculation.
EXCLUSIVE MEMBER ACTIVITY
Interpreting Customer Lifetime Value Review the Teaching Activity
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.
Calculating Customer Lifetime Value (Basic Formula) Review the Teaching Activity
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.
EXCLUSIVE MEMBER ACTIVITY
From Market Segmentation to the Marketing Mix (Fitness Centers) Review the Teaching Activity
The task is to construct your a segmentation approach, using a list of 15 possible market segments that could exist in virtually any market.
How to Segment a Market Review the Teaching Activity
In this activity, students look at a range of critical incidents in services marketing and discuss how they could be addressed.
Understanding Critical Incidents Review the Teaching Activity