digital marketing Archives - Great Ideas for Teaching Marketing

Classic Case Study: Old Spice Brand Repositioning

Case Study, Consumer Behavior, Digital Marketing, Free Activities, Products and Brands, Promotion, Segmentation and Positioning, Strategy and Plans, video

This case study examines Old Spice’s classic 2010 brand repositioning, in which the long-established men’s grooming brand released a video ad titled ‘The Man Your Man Could Smell Like.’ The commercial quickly became a pop-culture phenomenon, not only boosting Old Spice’s sales and market share but also redefining how companies could successfully reposition a well-established (and even dated) brand.

Classic Case Study: Old Spice Brand Repositioning Review the Teaching Activity

Burger King’s Whopper Detour Case Study

Case Study, Consumer Behavior, Digital Marketing, Free Activities, Places and Channels, Products and Brands, Strategy and Plans

This case examines the Whopper Detour campaign for Burger King. This innovative and very successful campaign was built around a fun and playful digital-driven approach using geofencing on their mobile app. It is another classic case study that your students should review. Includes a short case study video.

Burger King’s Whopper Detour Case Study Review the Teaching Activity

Classic Case Study: Share-a-Coke Campaign

Case Study, Consumer Behavior, Digital Marketing, International, Member Activities, Products and Brands, Promotion

In this classic case study, students review Coca-Cola’s iconic “Share a Coke” campaign, one of the most talked-about marketing initiatives in recent years. They will examine where it was launched, why Coca-Cola pursued it, the tactical steps that brought the campaign to life, and how its success was measured.

Classic Case Study: Share-a-Coke Campaign Review the Teaching Activity

Analyzing YouTube Channel Performance

Analysis and Metrics, Digital Marketing, Member Activities, Places and Channels, Promotion

Students are presented with top-level metrics from YouTube Analytics for a law firm’s channel. As the data shows, there’s a variety of outcomes for these videos. Students need to analyze the results and suggest ways the firm might improve their video’s and channel’s performance.

Analyzing YouTube Channel Performance Review the Teaching Activity

Analyzing SEO Performance

Analysis and Metrics, Digital Marketing, Member Activities, Promotion

Students are presented with top-level metrics from Google Search Console for a law firm’s keywords. They have had a mix of success, with some keywords doing well, and others failing to get traction. Perhaps your students can help them improve their SEO performance? A helpful introduction to Google Search Console metrics.

Analyzing SEO Performance Review the Teaching Activity

Working with ROMI Calculations

Analysis and Metrics, Digital Marketing, Free Activities, Research and MIS

In this activity, students will work through five ROMI calculations for a hotel chain and help them improve their marketing campaigns. Ideal activity for students to learn the different complexity of return on marketing investment metrics.

Working with ROMI Calculations Review the Teaching Activity

Working with Google Analytics

Analysis and Metrics, B2B Marketing, Digital Marketing, Member Activities, Promotion

In this task, students will analyze Google Analytics data for a business specializing in selling financial software tools. They will need to identify the website’s strengths as well as potential improvement areas.

Working with Google Analytics Review the Teaching Activity

Choosing Social Media Platforms

Consumer Behavior, Digital Marketing, Discussion Exercises, Member Activities, Promotion

In this activity, students will review a podcast episode on social media marketing and platforms, and explore the best platforms for different types of business and situations. A handy overview of the main social media players.

Choosing Social Media Platforms Review the Teaching Activity

SEO or SEM: What’s the Difference?

Definitions, Digital Marketing, Free Activities

This is a simple worksheet activity for individual students where they sort 20 terms and phrases into whether it is referring to SEO or SEM.

SEO or SEM: What’s the Difference? Review the Teaching Activity

How Important is SEO Position for CTR?

Analysis and Metrics, Digital Marketing, Member Activities

This activity is based around a chart of search engine position against click through rate. Analysis of this chart will help students understand the role of SEO and long-tail keywords.

How Important is SEO Position for CTR? Review the Teaching Activity