Even More Teaching Activities
Using an Event as a Promotional Tool (Video)
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 Decision Rules in Consumer Behavior
Students need to determine which is the best brand choice for consumers using different decision rules, namely compensatory, conjunctive, disjunctive, lexicographic and elimination-by-aspects rules.
Interpreting Brand Image Survey Results
This activity highlights the top level results from an attitudes/image market research study, comparing four different fast food chains. The task is to review the brand's performance and see what the survey results have revealed. EXCLUSIVE MEMBER ACTIVITY
Selecting Sponsorship Partners
Students consider the question: On what basis (criteria) is the best approach for firms to assess a sponsorship proposal? EXCLUSIVE MEMBER ACTIVITY