In this video-based task, students review an ad for McDonald’s UK where they are promoting their McCafé offering, as compared to visiting a “trendy” coffee shop. This is considered a classic case study for marketers as it clearly shows the concepts of positioning and differentiation.
Students, as marketing managers for a large hotel chain operating in a major tourist city, have been approached by their CEO to “pick a side” and lobby for a looming social issue of allowing e-scooters to operate in the city.
Who Has the Social Right of Way? Review the Teaching Activity
Students assume the role of a Communications Manager for a local government area, and to select the best communications campaign to persuade residents that a change to smaller waste bins is a positive change for the overall good. An activity that covers social marketing, communications, and perceptions.
Communicating the Social Change Review the Teaching Activity
In this task, students consider the impact of media selection on the message design in IMC. Students are presented with a central creative message for a strategic repositioning campaign and need to construct advertising designs suitable for different media channels.
Impact of Media on the Message Design Review the Teaching Activity
In this exercise, students will be presented with a mix of target markets and multiple target audiences for a new social initiative. It is a helpful activity for clarifying the difference between target markets and audiences. And it is very flexible, as it can be run as a case study discussion, as a marketing debate, or even a student role-play.
Difference Between Target Markets and Target Audiences Review the Teaching Activity
This task is based on an excerpt from a study on Millennials (Gen Y) – and their view of marketing communication from banks – so how can we reach them?
Communicating to Gen Y Review the Teaching Activity
In this mini-case, students review the efforts of the J.C. Penney department store to more efficiently compete on price, primarily underpinned by a cost-cutting program. But is this the best approach?
J.C. Penney’s Cost-cutting Transformation Review the Teaching Activity
Students consider the question: On what basis (criteria) is the best approach for firms to assess a sponsorship proposal?
Selecting Sponsorship Partners 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.
Choosing a Promotional Message Review the Teaching Activity
Students assume responsibility for the promotion of McDonald’s ‘healthy menu’ campaign (designed to help reposition the brand), and they need to select the most appropriate promotional objectives.
Setting Promotional Objectives Review the Teaching Activity