Multi-Session Task Archives - Great Ideas for Teaching Marketing

Jaguar Rebranding and Repositioning Case Study

Case Study, Consumer Behavior, Free Activities, Marketing Environment, New Product Process, Products and Brands, Segmentation and Positioning, Strategy and Plans

This case study examines the challenges of brand repositioning using Jaguar’s 2024 strategy. Students will analyze key marketing decisions, including the promotional video and their concept car launch. The case encourages critical thinking about creative messaging, brand management, strategy, DEI issues, and the risks of targeting new consumers while potentially alienating loyal customers.

Jaguar Rebranding and Repositioning Case Study Review the Teaching Activity

New Product Evaluation Challenges

Discussion Exercises, Member Activities, New Product Process, Research and MIS, Strategy and Plans

In this task, students construct a new product evaluation scoring model and then assess a number of new product opportunities to determine whether the firm should go ahead and develop and launch the product. Great discussion exercise to understand the role of new product selection and prioritizing.

New Product Evaluation Challenges Review the Teaching Activity

Do Firms Have a Social Responsibility? (Discussion Task)

Discussion Exercises, Ethics, Marketing Environment, Member Activities, Social

Students are presented with three scenarios where large brands or industries are expected to be more socially responsible. But is that the essence of marketing? Indeed, do we need to rethink the definition of modern-day marketing? This is a discussion task variation of the debate task of the same name.

Do Firms Have a Social Responsibility? (Discussion Task) Review the Teaching Activity

Do Firms Have a Social Responsibility? (Debates)

Discussion Exercises, Ethics, Marketing Environment, Member Activities, Social

In this debate exercise, students are faced with three debate situations, in regard to social responsibility. In particular, they address the question of whether large brands need to “do more” than just meet customer needs and make profits? Indeed, has the scope of marketing expanded?

Do Firms Have a Social Responsibility? (Debates) Review the Teaching Activity

Introduction to the Jobs to be Done (JTBD) Framework

Analysis and Metrics, Consumer Behavior, Digital Marketing, Member Activities, New Product Process

This activity explores the ‘Jobs to be Done’ (JTBD) framework. Students review a detailed podcast script that gives an excellent introduction to JTBD. It covers the core concepts of JTBD, such as functional, social, and emotional jobs, and the role of JTBD in product development, customer experience, and brand storytelling. An ideal starting point for students to dive into JTBD.

Introduction to the Jobs to be Done (JTBD) Framework Review the Teaching Activity

Video Series on Customer Lifetime Value

Analysis and Metrics, Free Activities, Services/CRM, video

This is NOT a teaching activity. Instead, it is a series of eight in-depth (5-10 mins) videos on Customer Lifetime Value that you can choose from to give students a deeper understanding of these topics.

Video Series on Customer Lifetime Value Review the Teaching Activity

Video Series on Segmentation and Targeting

Analysis and Metrics, Free Activities, Segmentation and Positioning, video

This is NOT a teaching activity. It is a series of 14 in-depth (5-10 mins) videos on market segmentation and targeting that you can choose from to give your students a deeper understanding of these topics.

Video Series on Segmentation and Targeting Review the Teaching Activity

Video Series on Positioning and Perceptual Maps

Free Activities, Segmentation and Positioning, video

This is NOT a teaching activity. Instead, it is a series of ten in-depth (5-10 mins) videos on positioning and perceptual maps that you can choose from to give students a deeper understanding of these topics.

Video Series on Positioning and Perceptual Maps Review the Teaching Activity

The Importance of Differentiation

Marketing Mix, Member Activities, Segmentation and Positioning, Services/CRM, Strategy and Plans

Students explore positioning and the importance of differentiation by reviewing 10 competing restaurants in the same geographic market. Each restaurant has a unique positioning and students need to evaluate which ones will be more successful, as well as identifying an opportunity for a player in the market.

The Importance of Differentiation Review the Teaching Activity

Customer Value Game

Analysis and Metrics, Free Activities, Games and Quizzes, Introductory Concepts, Strategy and Plans

An easy-to-play Excel-based game designed around customer value, needs analysis, target markets, competition, and profit management. Great game to teach the fundamentals of marketing. Instructional videos included.

Customer Value Game Review the Teaching Activity