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Great Ideas for Teaching Marketing

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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.

Categories Analysis and Metrics, Digital Marketing, Promotion

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.

Categories Analysis and Metrics, Digital Marketing, Promotion

Selecting Sponsorship Partners

Students consider the question: On what basis (criteria) is the best approach for firms to assess a sponsorship proposal?

Categories Promotion, Review Exercises

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.

Categories Consumer Behavior, Decisions and Mini-Cases, Promotion, Segmentation and Positioning

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.  

Categories Promotion, Review Exercises, Strategy and Plans

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.

Categories Decisions and Mini-Cases, New Product Process, Promotion, Strategy and Plans

Buying Media

In this activity, students need to allocate the overall promotional budget to help support the launch of a new computer game console.

Categories Analysis and Metrics, Decisions and Mini-Cases, Promotion, Strategy and Plans

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). 

Categories Analysis and Metrics, Promotion

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.

Categories Consumer Behavior, Promotion, Review Exercises

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.

Categories Consumer Behavior, Promotion, Review Exercises
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Great Ideas for Teaching Marketing has been developed as an alternative to long case studies. Hundreds of  activities, discussion exercises and tools are provided on this website, with new content added regularly.

They are ideally suited to topics that only require a 10-30 minute exercise addressing a distinctive concept, rather than a detailed, all-encompassing case study.

All the activities and discussion exercises are provided free for marketing lecturers to use in their classes.

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