Identifying Benefits and Features
In this task, students will analyze the design of an everyday food product and dissect it into its three product levels. They will also identify how the consumer derives benefits from various product features.
Pringles Chips WTF (Sales Promotion Campaign)
This activity is built around a new flavor campaign for the well-known snack brand Pringles. This campaign is a mix of a sales promotion and a product line extension.
GE-McKinsey Multi-Factor Excel Template (Teaching Ideas)
In this set of activities, students download a free Excel template to run the GE matrix, in order to understand its construction and how it works. They can also use the template to assist them in with various marketing reports and/or assignments.
Run Cross-tabs in Excel (Free Template Tool)
This is an easy-to-use Excel template tool that allows students to learn how to use and interpret cross-tabs, when analyzing market research data. As well as cross-tabs, the template also allows students to produce charts quickly – an ideal tool for their assignments and reports.
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.
Constructing Perceptual Maps
This exercise is designed to give students a good sense of how to use perceptual maps effectively from a marketing perspective. Students will need access to Excel and the free mapping template.
Reviewing Perceptual Maps
In this activity, students are presented with consumer perception data, along with an easy-to-use Excel perceptual mapping tool, to determine the relative positioning of competing brands
Brand Management Challenge
In this in-class activity, students need to review a seemingly successful and profitable burger chain. A great learning exercise for brand management versus short-term profits.
Price-Place Marketing Sim Game
This Sim Game is a variation of the interactive (trading) marketing game also available on this website for free download. The game runs on Excel as well, but without the component of physical interaction.
Interactive Marketing (Trading) Game
Here is a great learning game to play with your marketing and business students. It is provided free and is highly engaging.
