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.
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Standard Website Metrics Review the Teaching Activity
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.
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Return on Google Advertising Review the Teaching Activity
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.
Developing a Promotional Strategy Review the Teaching Activity
In this task, students are introduced to the concept of return on marketing by looking at the profitability of an email direct mail campaign.
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Evaluating Direct Marketing Results Review the Teaching Activity
Students consider the question: On what basis (criteria) is the best approach for firms to assess a sponsorship proposal?
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Selecting Sponsorship Partners Review the Teaching Activity
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.
Using Trade Promotions Review the Teaching Activity
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.
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Will the Retailer Support the Sales Promotion? Review the Teaching Activity
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.
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Choosing a Promotional Message Review the Teaching Activity
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).
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Return on Promotional Investment (ROMI) Review the Teaching Activity
Using the information provided, students decide whether the type of firms listed at the end of the discussion should adopt a ‘push’ a ‘pull’ or a balanced/mixed promotional emphasis.
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Push or Pull Strategy? Review the Teaching Activity