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?
promotion
Analyzing Campaign Results
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.
Perception: Which Ad is Best?
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).
Which Learning Theory?
In this mini case study, the firm is considering four promotional approaches. Each of their promotional approaches relies on a different learning theory.
Working with Customer Lifetime Value
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.
Handling Channel Conflict
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
Which IMC Tools to Use?
For this activity, student need to determine the three most suitable IMC tools for several businesses with differing promotional objectives.
IMC Tools for a Major Campaign
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.
Push or Pull Strategy?
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 Promotional Messages
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.