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.
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Standard Website Metrics Review the Teaching Activity
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.
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Return on Google Advertising Review the Teaching Activity
Students consider the question: On what basis (criteria) is the best approach for firms to assess a sponsorship proposal?
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Selecting Sponsorship Partners Review the Teaching Activity
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.
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Choosing a Promotional Message Review the Teaching Activity
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.
Setting Promotional Objectives Review the Teaching Activity
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.
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Promotional Plan for a New Product Launch Review the Teaching Activity
In this activity, students need to allocate the overall promotional budget to help support the launch of a new computer game console.
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Buying Media Review the Teaching Activity
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).
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Return on Promotional Investment (ROMI) Review the Teaching Activity
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.
Selecting the Message Source Review the Teaching Activity
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.
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Which Celebrity to Use? Review the Teaching Activity