Viral Marketing Success
In this video-based mini-case, students review two Blendtec videos. These YouTube videos are an example of successful viral campaigns. Students need to identify the reasons for their success.
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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.
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.
Developing a Promotional Strategy
This activity is based on a chain of fitness centers. They want to increase their ongoing level of promotional activity, but are unsure how best to promote themselves in the marketplace.
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.
Selecting Sponsorship Partners
Students consider the question: On what basis (criteria) is the best approach for firms to assess a sponsorship proposal?
Using Trade Promotions
In this activity, students are presented with a list of trade promotion tools and choose the ones most appropriate for two different firms, with differing promotional objectives.
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.
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.
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).
