In this activity, students consider the tactic of shrinkflation as a suitable and ethical approach to managing price increases. A short news video helps provide several good examples.
Is Shrinkflation a Good Approach to Pricing? Review the Teaching Activity
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”.
Overcoming Service Intangibility Review the Teaching Activity
Students review two short promotional videos that will get students rethinking the “standard” benefits of everyday products. This is a great activity for distinguishing between product features and benefits, as well as tapping into core consumer needs and motivations.
What Benefits Are We Selling? Review the Teaching Activity
In this video-based case study students will examine the repositioning of an established brand. In marketing textbooks, we often see repositioning as a “last resort”, but in this case the brand was reasonably well-placed and profitable, but the brand management took a longer term view of the brand and were willing to rethink their strategy.
Successful Repositioning Video Case Study Review the Teaching Activity
A list of all the free and member only tools available on Great Ideas – contains over 20 tools, premium templates, and games – all in one handy place.
List of All Marketing Tools for Members Review the Teaching Activity
This is a handy list of all the free tools available on the GITM website. Here you can find all the download links for the tools, as well as how-to-use videos.
List of All Free Marketing Tools Review the Teaching Activity
This video-based activity highlights Snickers Misspelled Words campaign that they executed through Google search ads to successfully reinforce their brand positioning.
EXCLUSIVE ACTIVITY FOR MEMBERS
Snicker’s Innovative SEM Campaign Review the Teaching Activity
In this video case study, students review an airline loyalty points campaign that is heavily reliant upon generating earned media.
EXCLUSIVE ACTIVITY FOR MEMBERS
Generating Earned Media (Video Case) Review the Teaching Activity
In this mini case study, students review how Nike used a running event, rather than more traditional promotional tools, to reposition their brand in a key market segment.
EXCLUSIVE ACTIVITY FOR MEMBERS
Using an Event as a Promotional Tool (Video) Review the Teaching Activity
This video case study is based upon an innovative approach to search engine advertising that cleverly combines data, market insights, and a unique media schedule.
EXCLUSIVE ACTIVITY FOR MEMBERS
Digital Marketing Success (Case Study) Review the Teaching Activity