Standard Website Metrics
Students are presented with a table containing the standard top-level website metrics that every marketer needs to be familiar with. The task is to assess the relative performance of these websites.
advertising
Return on Google Advertising
Students are presented with the top-level key results of a few websites that have invested in Google advertising. The task is to determine how well they have performed and whether they should continue to use search engine ads.
Selecting Sponsorship Partners
Students consider the question: On what basis (criteria) is the best approach for firms to assess a sponsorship proposal?
Choosing a Promotional Message
This activity is for local bank who wants to adopt a more modern image. The student task is to choose the best promotional/campaign theme from the list of alternatives to help with the repositioning.
Setting Promotional Objectives
Students assume responsibility for the promotion of McDonald’s ‘healthy menu’ campaign (designed to help reposition the brand), and they need to select the most appropriate promotional objectives.
Promotional Plan for a New Product Launch
For this activity, students plan for a TV manufacturer – they are launching a new TV product – they need to work out the launch plan details.
Buying Media
In this activity, students need to allocate the overall promotional budget to help support the launch of a new computer game console.
Return on Promotional Investment (ROMI)
For each of the following decisions, students will calculate and determine whether the promotional expenditure generates a positive return on investment (that is, a marketing return on investment = ROMI).
Selecting the Message Source
There are a number of other options for the ‘source’ of the firm’s promotional messages. The student task in this activity is to identify which source would probably be the most appropriate for each particular promotional challenge.
Which Celebrity to Use?
Sometimes it can be effective for a firm to utilize a celebrity to help promote their product/brand. The student task is to identify whether any of the following firms could possibly benefit from using an ‘available’ celebrity.
