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.
Services/CRM
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.
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Marketing Mix of the Dollar Shave Club
Students review the viral video launch of the highly successful Dollar Shave Club and then identify their 7P’s offering and the mindset of their target market. Great activity for breaking down the full 7P’s marketing mix.
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Potential Benefits of Internal Marketing
In this work conversation, each staff member has strengths in one particular area. The student task is to identify where the staff member is experienced, and then determine whether their skills are likely to enhance customer satisfaction.
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Do We Use the 4Ps or the 7Ps?
An in-class activity for students to understand which products are more suited to the 4Ps (goods) or the 7Ps (services) marketing mix.
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Leaky Bucket Theory
The leaky bucket theory is an analogy used in customer lifetime value to highlight the need to balance new customer acquisition and customer retention. Students review what is the best approach and what impact it has on a firm.
The Role of the Additional 3P’s
In this activity, students identify the importance of process, people, and especially physical evidence in the marketing mix of a service firm.
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Quick Customer Lifetime Value Calculations
This activity get students to complete customer lifetime value calculations, for them to understand the role of this formula. Initial examples are provided, so students can complete this task independently, if required.
Overcoming Service Intangibility
Students review a marketing campaign video for Taikang Insurance, where the firm has cleverly used technology to overcome the hurdle of service intangibility and make insurance “real”.
Difference Between Target Markets and Target Audiences
In this exercise, students will be presented with a mix of target markets and multiple target audiences for a new social initiative. It is a helpful activity for clarifying the difference between target markets and audiences. And it is very flexible, as it can be run as a case study discussion, as a marketing debate, or even a student role-play.
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