perception Archives - Great Ideas for Teaching Marketing

Mystery Shopper Exercise and Worksheet (Digital)

Digital Marketing, Experiments, Marketing Environment, Member Activities, Places and Channels, Research and MIS, Review Exercises

This task is designed as a hands-on activity where students compare the website design and functionality of two competing firms, by acting as online mystery shoppers in order to evaluate the likely effectiveness of the website and its impact on the brand and supportive physical evidence. This then leads into an in-class discussion on website design and how it impacts consumer perceptions and behavior.

Mystery Shopper Exercise and Worksheet (Digital) Review the Teaching Activity

Mystery Shopper Exercise and Worksheet (Retailing)

Experiments, Marketing Environment, Member Activities, Places and Channels, Research and MIS, Services/CRM

This task is designed as a hands-on activity where students visit two competing retailers an act as a mystery shopper and evaluate the retail design, atmosphere, and overall presentation of the players. This then leads into an in-class discussion on retail atmospherics and how it impacts shopping behavior as well as consumer perceptions.

Mystery Shopper Exercise and Worksheet (Retailing) Review the Teaching Activity

Who Has the Social Right of Way?

Decisions and Mini-Cases, Marketing Environment, Member Activities, Promotion, Social

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

Communicating the Social Change

Consumer Behavior, Discussion Exercises, Member Activities, Promotion, Social

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

Informative, Persuasive, or Reminder Advertising?

Discussion Exercises, Member Activities, Promotion, Segmentation and Positioning

In this simple, but quite challenging, exercise students classify ads into the categories of informative, persuasive, and reminder advertising. This is a great task to help students distinguish between these somewhat confusing differences. The “need” for reminder style advertising is also explored.

Informative, Persuasive, or Reminder Advertising? Review the Teaching Activity

Desired vs Actual States

Consumer Behavior, Discussion Exercises, Member Activities, Promotion, Segmentation and Positioning

In this task students explore the gap between the consumer’s actual and desired states and its role in triggering need/problem recognition. A series of 8 print ads are used and the exercise also provides introductory information and also touches on low and high purchase involvement.

Desired vs Actual States Review the Teaching Activity

Analyzing Advertising Effectiveness

Consumer Behavior, Discussion Exercises, Member Activities, Promotion

Students will analyze 10 print or billboard ads – considering attention, central messaging, perception, target audience, brand positioning fit, and likely sales impact. A great exercise for students to start thinking like analytical marketers, rather than passive consumers.

Analyzing Advertising Effectiveness Review the Teaching Activity

Interpreting a More Complex Perceptual Map

Member Activities, Review Exercises, Segmentation and Positioning

Students need to determine what a perceptual map tells them about the current positioning of a bank and what challenges they may face. It uses a more complex, but more helpful, approach to perceptual mapping – an ideal learning advancement for students.

Interpreting a More Complex Perceptual Map Review the Teaching Activity

Monitoring Consumer Attitudes

Analysis and Metrics, Consumer Behavior, Member Activities, Products and Brands, Research and MIS, Tools

In this marketing exercise, the students will gain an understanding of the complexity of consumer attitudes by reviewing the output of a multi-attribute attitude model.

Monitoring Consumer Attitudes Review the Teaching Activity

Communicating to Gen Y

Consumer Behavior, Member Activities, News item, Promotion, Research and MIS, Segmentation and Positioning

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