A travel agency, with more than 100 outlets throughout the country, is considering using either traditional direct mail and/or a digital marketing campaign, however, they cannot agree on which IMC tools to use.
EXCLUSIVE MEMBER ACTIVITY
Direct Mail vs Digital Marketing Review the Teaching Activity
This activity is based on a chain of fitness centers. They want to increase their ongoing level of promotional activity, but are unsure how best to promote themselves in the marketplace.
Developing a Promotional Strategy Review the Teaching Activity
This activity highlights an ineffective situation for a mobile home loan salesman for a bank. Review the situation – what can be done to improve the firm’s current sales appointment practices?
EXCLUSIVE MEMBER ACTIVITY
Managing Salespeople Review the Teaching Activity
In this activity, students need to help a bank decide the most appropriate IMC tools mix for a major launch of a new innovative credit card.
IMC Tools for a Major Campaign Review the Teaching Activity
This case study outlines the strategic plan for Thompson-Smith, a fictitious retailer with multiple brands (retail formats). The task is to evaluate their five strategic priorities.
EXCLUSIVE MEMBER ACTIVITY
Evaluate their Retail Strategy Review the Teaching Activity
The student task is to determine a strategy for a fruit and vegetable store, to ensure its continued success. A number of potential ideas have been listed to get students going a littler deeper.
Designing the Retail Strategy Review the Teaching Activity
Students are presented with a list of common distribution channels for a bank. The task is to identify the most appropriate mix of channels for two different banks.
Selecting Distribution Channels Review the Teaching Activity
Services have a number of distinct characteristics that create a unique set of marketing challenges for services marketers. The task is to review customer statements to identify the distinguishing service characteristic.
Unique Characteristics of Services Review the Teaching Activity
In this activity, students act as consultants for a music festival, with their task being to develop a strategy to increase attendance and profitability for this annual event.
Developing a CRM Strategy Review the Teaching Activity
Students review a retailer who have changed their refund policy – did management make the right decision by reducing staff empowerment? Includes aspects of CRM and CLV.
Impact of Reduced Staff Empowerment Review the Teaching Activity