Case Studies-Promotion Mix (Direct Marketing)

This collection includes 10 case studies about direct marketing as an element of the promotion mix.  Each case study uses a hypothetical company or brand. Using hypothetical companies or brands in the case studies offers several advantages:

Reduced Bias and Preconceptions: Students approach hypothetical brands with a clean slate, without preconceived notions or biases tied to real-world companies. This allows them to critically analyze the case based solely on the data and strategy provided rather than relying on their prior knowledge of an existing brand’s reputation.

Encourages Critical Thinking: Since students are unfamiliar with the company, they must rely on the information presented in the case study. This encourages them to analyze data critically, make decisions based on reasoning and theory, and formulate solutions from scratch.

Relevance to Current Trends: Hypothetical companies can be designed to mirror real-world industry trends, allowing students to explore contemporary marketing issues (e.g., influencer marketing, digital transformation) in a forward-looking and adaptable context. This makes the learning experience more dynamic and relevant.

Hypothetical brands create a versatile and effective learning tool in marketing education by providing these advantages.

Read this if you want details about why case studies are an effective teaching tool.

Here is a list of the contents of this collection:

• "BookNest" – Email Marketing for a Subscription Book Service (Objective: Understand the impact of email marketing on customer retention and new customer acquisition.)
• "FitFuel" – SMS Marketing for a Fitness App (Objective: Analyze the effectiveness of SMS marketing in boosting app engagement and purchases.)
• "CozyCafé" – Direct Mail Campaign for a Local Coffee Shop (Objective: Evaluate the impact of a direct mail campaign to boost foot traffic at a local business.)
• "GlowUp Cosmetics" – Personalized Direct Messages on Social Media (Objective: Use direct messages on social media to engage potential customers.)
•  "AutoPro" – Customer Loyalty Program via Direct Mail (Objective: Develop a direct mail campaign for a customer loyalty program.)
• "GamerX" – Lead Generation through Interactive Email (Objective: Use interactive email marketing to generate leads for a new video game.)
• "TrendBag" – Influencer Collaboration with Direct Social Messaging (Objective: Leverage influencer collaborations with direct social media messaging.)
• "SoundWave" – Personalized Email Offers for a Streaming Service (Objective: Boost customer retention with personalized email offers.)
• "SmartFit" – Referral Program via Text Message Marketing (Objective: Increase user acquisition through a text-based referral program.)
• "MegaMart" – Holiday Promotion via Direct Email (Objective: Boost sales during the holiday season through an email promotion.)