Defining the Market Research Problem
This firm is looking to undertake some market research, but they first need to define the research problem – can your students help them?
This firm is looking to undertake some market research, but they first need to define the research problem – can your students help them?
In this exercise, students are presented with the campaign results from a bank that has tested different promotional tactics. Their task is to interpret the campaign’s results.
The task in this exercise is to select the best radio commercial from the three presented, considering the model of perception (how consumers process information).
In this mini case study, the firm is considering four promotional approaches. Each of their promotional approaches relies on a different learning theory.
In this activity, student need to work through a customer lifetime value exercise (CLV) and calculate the CLV for both the firm’s business and individual customers.
When a firm utilizes multiple channels, it is likely that channel conflict will occur from time to time. This activity is based upon a real business situation. What would your students do in this situation?
EXCLUSIVE MEMBER ACTIVITY
For this activity, student need to determine the three most suitable IMC tools for several businesses with differing promotional objectives.
In this activity, students need to help a bank decide the most appropriate IMC tools mix for a major launch of a new innovative credit card.
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.
EXCLUSIVE MEMBER ACTIVITY
Decoding refers to how consumers will understand the marketing communication. In this activity, students need to determine what is the main message for some ambiguous promotional messages.