Walmart’s Repositioning to Attract Higher-Income Shoppers

Case Study, Consumer Behavior, Member Activities, Products and Brands, Segmentation and Positioning, Services/CRM, video

Walmart has been progressively edging up its brand positioning to target more affluent consumers. But this repositioning poses brand risks as they move away from, and potentially alienate, their established and loyal customer base. This mini case study – and video – provides students with an opportunity to assess and mitigate the challenges involved with repositioning such an established and tightly positioned brand.

Walmart’s Repositioning to Attract Higher-Income Shoppers Review the Teaching Activity

Marketing Models Matching Challenge

Discussion Exercises, Games and Quizzes, Introductory Concepts, Member Activities, Strategy and Plans

In this activity, students receive seven blank diagrams of core marketing models (Ansoff Matrix, BCG Growth‑Share Matrix, Product Life Cycle, etc.) along with a shuffled Word Bank of key terms. Their task is to correctly place each term into its corresponding model, reinforcing their understanding of each framework’s structure and purpose. A great fun activity/game for reinforcing key terms and connections between marketing models.

Marketing Models Matching Challenge Review the Teaching Activity

The Success of T.J. Maxx Case Study

Case Study, Consumer Behavior, Member Activities, Places and Channels, Services/CRM, Strategy and Plans, video

In this case study, students discover how the now global retailer T.J. Maxx transformed off-price retailing into an engaging treasure hunt experience. This case provides students with practical insights into strategic branding, consumer behavior, and supply chain innovation – all within the evolving dynamics of retail in today’s landscape. The written case study is supported by a 10 minute detailed case study video.

The Success of T.J. Maxx Case Study Review the Teaching Activity

Let’s Play Shark Tank

Experiments, Marketing Environment, Marketing Mix, Member Activities, New Product Process, Role Plays, Strategy and Plans

This task is designed as a hands-on activity where students play the role of entrepreneur pitching a new product idea – like the TV show Shark Tank – helpful task for evaluating new products, matching target market needs to the marketing mix – all with a fun, engaging and interactive activity.

Let’s Play Shark Tank Review the Teaching Activity

Reviewing Brand Health Metrics

Analysis and Metrics, Digital Marketing, Discussion Exercises, Experiments, Marketing Mix, Member Activities, Products and Brands, Promotion, Research and MIS

This teaching activity is designed to help your students interpret multi‑year brand health metrics. A table of consumer statements is presented over a three year period and students need to identify how well the brand is being managed and it strengths and weaknesses – as well as identifying what is most likely happening to their marketing mix. It is a good exercise for students to translate metrics into a narrative story.

Reviewing Brand Health Metrics Review the Teaching Activity

Classic Case Study: Old Spice Brand Repositioning

Case Study, Consumer Behavior, Digital Marketing, Free Activities, Products and Brands, Promotion, Segmentation and Positioning, Strategy and Plans, video

This case study examines Old Spice’s classic 2010 brand repositioning, in which the long-established men’s grooming brand released a video ad titled ‘The Man Your Man Could Smell Like.’ The commercial quickly became a pop-culture phenomenon, not only boosting Old Spice’s sales and market share but also redefining how companies could successfully reposition a well-established (and even dated) brand.

Classic Case Study: Old Spice Brand Repositioning Review the Teaching Activity

In-Class Experiments: Pricing

Consumer Behavior, Experiments, Games and Quizzes, Member Activities, Pricing

Another experiment task designed to engage your students with a series of interactive pricing trade-offs. They will need to choose between competing offers – creating a series of in-class experiments. It is helpful exercise for determining the power and ideal structure for pricing decisions to drive and influence consumer behavior. It also works as a great in-class discussion tool and even an ice-breaker exercise.

In-Class Experiments: Pricing Review the Teaching Activity

Understanding ROMI as a Marketing Metric

Analysis and Metrics, Digital Marketing, Discussion Exercises, Member Activities, Promotion, Research and MIS, Role Plays

This is a discussion task that is designed to build upon the calculations that your students completed in the Introduction to ROMI Calculations activity. It will deepen their understanding and help them handle varying ROMI situations and improve their ability to explain how ROMI works and why it matters. 

Understanding ROMI as a Marketing Metric Review the Teaching Activity

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