A travel agency, with more than 100 outlets throughout the country, is considering using either traditional direct mail and/or a digital marketing campaign, however, they cannot agree on which IMC tools to use.
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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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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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This mini case study profiles the successful launch of a new photo printing firm, which has successfully tapped into the new internet and digital world, with an innovated Facebook related photo product.
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In this exercise, students review the key trends impacting of online retailing on traditional shopping centers and retailers. The challenge is to determine the best way forward for these traditional retailers.
In this task, students review the results of an online market research survey undertaken by a firm and determine how valid the results are likely to be.
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