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Great Ideas for Teaching Marketing

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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.

Categories Decisions and Mini-Cases, Digital Marketing, Promotion, video

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

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.

Categories Analysis and Metrics, Digital Marketing, Promotion

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.

Categories Consumer Behavior, Decisions and Mini-Cases, Promotion, Segmentation and Positioning

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

Selecting Sponsorship Partners

Students consider the question: On what basis (criteria) is the best approach for firms to assess a sponsorship proposal?

Categories Promotion, Review Exercises

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.

Categories Business Markets, Discussion Exercises, 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

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.

Categories Consumer Behavior, Decisions and Mini-Cases, Promotion, Segmentation and Positioning

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
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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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