Great Ideas for Teaching Marketing
Ideas and resources for teaching marketing
In this video-based mini-case, you will review two in the highly successful Blendtec collection. These YouTube videos are among the most successful viral campaigns; can you identify the reasons for their success?
ACTIVITY/TASK
YouTube is one of the most popular internet sites in the world. It has a vast collection of video ranging from entertainment to music to TV … See the full activity...
The table below contains the standard top-level website metrics that every marketer needs to be familiar with. Your task is to assess the relative performance of these websites.
ACTIVITY/TASK
| Site A | Site B | Site C | |
| Visitors | 10,000 | 100,000 | 200,000 |
| Visits | 40,000 | 120,000 | 400,000 |
| Pageviews | 200,000 | 150,000 | 2,000,000 |
| CPC budget | $5,000 | $40,000 | $100,000 |
| Bounce rate | 20% | 80% | 50% |
QUESTIONS
The table below contains some top-level online results of a few websites that has invested in Google advertising. Your task is to determine how well they have performed and whether they should continue.
ACTIVITY/TASK
| Site A | Site B | Site C | |
| Impressions | 10,000 | 10,000 | 10,000 |
| CTR | 10% | 5% | 1% |
| Site visitors | 1,000 | 500 | 100 |
| Conversion rate | 1% | 5% | 10% |
| Actions |
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. Therefore, this activity requires you to determine the most appropriate promotional strategy (given the information in the following case study).
ACTIVITY/TASK
Fitness Fast currently consists of eleven fitness centers … See the full activity...
Responses to direct marketing campaign may include direct sales, appointments with salespeople, and opportunities for future sales. This activity outlines a variety of responses for a direct mail campaign for an insurance company. If you were the manager for the campaign, how satisfied would you be with the following results?
ACTIVITY/TASK
‘Got You Covered’ insurance company sent out 1,000 direct … See the full activity...
Medium to large firms tend to have many sponsorship opportunities presented to them. Keeping in mind that a sponsorship should be viewed a promotional tool (rather than simply a donation), please rank (in terms of value to the firm) the following sponsorship opportunities for a large supermarket chain.
ACTIVITY/TASK
Opportunity A
Many firms target their sales promotions at wholesalers and retailers in an attempt to generate greater support and sales. Sometimes these trade promotions are designed to get preferential treatment from the retailer (e.g. better store/shelf placement) and sometimes they are simply designed to pass through to the end-consumer (such as a discount).
Listed below are some possible trade promotion tools. … See the full activity...
A significant proportion of planned sales promotions do not get effectively, implemented due to the lack of full support by the retailer (except for major brands who tend to have strong retailer relationships). Your task in this activity is to determine whether or not the retailer is likely to run/support the sales promotion.
ACTIVITY/TASK
Big ‘n Tasty noodles is the … See the full activity...
This activity is based on a local regional bank that was become a little old-fashioned and behind the times. Their plan is to adopt a more modern image, whilst maintaining their strengths of being local and caring about their customers.
One of the first initiatives that they are undertaking is the development and launch of a new credit card… See the full activity...
The need to justify a firm’s promotional investment, using some of return on investment assessment, is starting to become more common practice. For each of the following decisions, determine whether the promotional expenditure generates a positive return on investment. The first one has been done as an example for you. (Note: Just do simple calculations and do not … See the full activity...
One of the initial decisions that firms need to make is whether their promotional strategy should have a ‘push’ or a ‘pull’ emphasis (or indeed a mix of both). Below is a brief discussion between some business managers negotiating the merits of each approach.
Using the information contained within the discussion, decide whether the type of firms listed at the … See the full activity...
A key aspect of a marketing role, especially early in a career, is analyzing campaign results. In this particular exercise, you are presented with the campaign results from a bank that has tested different promotional tactics. Your task here is to analyze which aspects of the campaign test have been effective.
ACTIVITY/TASK
In this direct marketing campaign, a bank has … See the full activity...
The first step in the market research process is defining the problem. Some textbooks even suggest that this is the most difficult stage. When you first hear this statement it sounds strange – how can the firm not know its own problem? Well hopefully this activity will help clarify that situation. The following firm is looking to undertake some market … See the full activity...
