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Great Ideas for Teaching Marketing

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analysis

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

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?

Categories Analysis and Metrics, Strategy and Plans

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.

Categories Analysis and Metrics, Pricing, Products and Brands

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.

Categories Analysis and Metrics, New Product Process

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.  

Categories Analysis and Metrics, Marketing Environment, Review Exercises, Strategy and Plans

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.

Categories Analysis and Metrics, B2B Marketing, Promotion, Review Exercises

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.

Categories Analysis and Metrics, Promotion, Review Exercises

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.

Categories Analysis and Metrics, Business Markets, Discussion Exercises, 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). 

Categories Analysis and Metrics, Promotion

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?  

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