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.
analysis
A Real Increase in Profitability?
This task uses a profit/loss table to highlight a firm that has dramatically increased its profitability in a few years. But they have focused on a short-term, not long-term, basis and students need to determine what impact this may have?
Allocating Fixed Costs (Product Profitability)
Allocating fixed costs to products, in order to more fully assess product profitability, can be determined in different ways with different outcomes. In this simple example, students assess the impact of allocating fixed costs to its products profitability.
Reviewing Product Launch Results
In this activity, students need to review the recent new product launch results across different firms from a financial perspective and assess how well that their respective launches went.
Using Porter’s Five-forces Model
In this task, students will use Porter’s Five-forces model to help analyze the book publishing industry, based on the information and data presented.
Salespeople Incentive Schemes
In this exercise, students need to calculate the total salary/incentive paid to salespeople (across different payment structures) and then determine which structure has the best approach for the firm’s marketing goals.
Evaluating Direct Marketing Results
In this task, students are introduced to the concept of return on marketing by looking at the profitability of an email direct mail campaign.
Will the Retailer Support the Sales Promotion?
A significant proportion of planned sales promotions do not get implemented due to the lack of full support by the retailer. The student task is to determine whether the retailer is likely to run/support the sales promotion.
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).
A Pricing Strategy Success?
In this case study, the student task is to determine whether the firm should continue with its current strategy (which is mainly priced-based) or does it need to adopt a new approach?
