...Analyzing Marketing Problems and Cases HIGHLIGHT 1 A Case for Case Analysis Cases assist in bridging the gap between classroom learning and the so-called real world of marketing management. They provide us with an opportunity to develop, sharpen, and test our analytical skills at: -Assessing situations. -Sorting out arid organizing key information. -Asking the right questions. -Defining opportunities and problems. -Identifying and evaluating alternative courses of action. -Interpreting data. -Evaluating the results of past strategies. -Developing and defending new strategies. -Interacting with other managers. -Making decisions under conditions of uncertainty. -Critically evaluating the work of others. -Responding to criticism. Source: David W. Cravens and Charles W. Lamb, Jr., Strategic Marketing: Cases and Applications, 4th ed. (Homewood, IL: Richard D. Irwin, 1993), p. 95. The use of business cases was developed by faculty members of the Harvard Graduate School of Business Administration in the 1920s. Case studies have been widely accepted as one effective way of exposing students to the decision-making process. Basically, cases represent detailed descriptions or reports of business problems. They are usually written by a trained observer who actually had been involved in the firm or organization and had some dealings with the problems under consideration. Cases generally entail both qualitative and quantitative data, which the student must analyze to determine appropriate...
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... | | |College of Social Sciences | | |PSY/322 Version 2 | | |Consumer Psychology and Research | Copyright © 2010, 2009, 2008 by University of Phoenix. All rights reserved. Course Description This course focuses on consumer behavior and marketing research. Topics include the cognitive processes underlying consumer choice, descriptive consumer characteristics, and environmental consumer behavior. This course emphasizes the implications of consumer behavior on domestic and global marketing communications. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents: • University policies: You must be logged into the student website to view this document. • Instructor policies: This document is posted in the Course Materials forum. University policies are subject to change. Be sure to read the policies at the beginning of each class. Policies may be slightly different depending on the modality in which you attend class. If you have recently changed modalities, read the policies governing your...
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...McCombs School of Business Fall 2010 The University of Texas at Austin 05105 Marketing 382 Strategic Brand Management MW 8:00 – 9:15 CBA 3.130 http://courses.utexas.edu Office Hours: Professor Leigh McAlister M/W 9:30-11 and by appointment CBA 7.228 leigh.mcalister@mccombs.utexas.edu TA: Jeremy Battier By appointment jeremy.battier@mba11.mccombs.utexas.edu Required Readings Course Reading Packet (CP): Required Available in GSB Copy Center Everyone must purchase his/her own copy of the packet. Do not share copies of the packet as this is a violation of copyright. Additional readings posted on course web site (BB) (http://courses.utexas.edu) Course Objectives Some of a firm’s most valuable assets are the brands that it has invested in and developed over time. Although manufacturing processes can often be duplicated, strongly held beliefs and attitudes established in consumers’ minds cannot. This course provides students with insights into the creation of profitable brand strategies. It addresses three important questions: (1) How do you build brand equity?; (2) How can brand equity be measured?; and (3) How do you capitalize on brand equity to expand your business? Its basic objectives are to provide an understanding of: (1) Important issues in planning and evaluating brand strategies; and (2) Appropriate concepts and techniques to improve the long-term profitability of brand strategies. The course...
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...To: Chad Thomas, President, Chad’s Creative Concepts From: Consultant Background Chad’s Creative Concepts located on the banks of Lake Erie in Sandusky, Ohio, designs and manufactures wood furniture. The company developed a solid reputation for creative designs and high-quality workmanship. They focused entirely on custom made furniture. Their customers specify the kind of wood that’s used to create the pieces they want. As the company’s reputation grew and sales increased, the Chad’s Creative Concepts began to sell some of its more popular pieces to retail furniture stores. This has allowed the company to produce a more standard line of furniture. These buyers however, are much more price-sensitive and impose a more stringent delivery requirement. Over the past few months sales for the standard line furniture has increased, however custom made furniture has continued to dominate their sales. Although the company’s sales for the standard line has increased, scheduling trade-offs have to be made to meet the demand of the custom made products because of the higher profit margin from the custom sales. This has led to a delay in shipping of the standard line furniture, a lack of warehouse space and increased lead times for the standard line of furniture. Analysis Significant issues have been identified with the company’s standard line of furniture. Although sales have increased, the custom made line has taken precedence, leading to customers who are not able to...
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...Outline for Case Reports: Please follow this outline for all written case reports. Please note that this follows the discussion below. 1. Situation Analysis 2. Assumptions and Missing Information 3. Problem Definition 4. Development of Alternatives 5. Evaluation of Alternatives and Recommendation to Management 6. Appendix – Used for exhibits such as pro-forma income statements and other detailed analyses. The Case Analysis Framework The case analysis framework presented here is a synthesis of the frameworks used by your professor and other marketing professors who use case analysis in their courses. It will provide a solid structure to organize the diverse information presented in a case. As you work your way through this framework, or a similar approach to case analysis, we offer the following hints to increase your probability of success: 1. No one can analyze a case after reading it only one time, or even worse, doing the analysis during the first reading of the case. You should read through the case once just to get an understanding of the nature of the case. During the second reading, you can begin to structure and classify the issues as they appear. A truly comprehensive case analysis will probably require at least three readings. 2. Don’t get trapped into thinking the “answer” to the case is hidden somewhere in the case text. There is never a single answer to a case just as there is never a single marketing strategy that is...
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...Here's How: 1. Investigate and Analyze the Company’s History and Growth. A company’s past can greatly affect the present and future state of the organization. To begin your case study analysis, investigate the company’s founding, critical incidents, structure, and growth. 2. Identify Strengths and Weaknesses Within the Company. Using the information you gathered in step one, continue your case study analysis by examining and making a list of the value creation functions of the company. For example, the company may be weak in product development, but strong in marketing. 3. Gather Information on the External Environment.The third step in a case study analysis involves identifying opportunities and threats within the company’s external environment. Special items to note include competition within the industry, bargaining powers, and the threat of substitute products. 4. Analyze Your Findings. Using the information in steps two and three, you will need to create an evaluation for this portion of your case study analysis. Compare the strengths and weaknesses within the company to the external threats and opportunities. Determine if the company is in a strong competitive position and decide if it can continue at its current pace successfully. 5. Identify Corporate Level Strategy. To identify a company’s corporate level strategy for your case study analysis, you will need to identify and evaluate the company’s mission, goals, and corporate strategy. Analyze the company’s...
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...Supplements Instructions to Analyze the case The case is to assess the customer service operations at DrGlen.Com. Dr. Glen Motyka has to decide how to handle a complaint letter from a customer. However, I want you to analyze the different problems and critical issues discussed in the case from the point of Dr. Glen and the customer Ms. Rezwani too. Basically I want to suggest what should company do about Ms. Rezwani i.e. what implementation plan is required if the organization has to retain its current customer. Do you think demands made by Mrs. Rezwani are justified or not (who’s been a loyal customer of organization from 18 months)? Use AT LEAST five (5) outside sources (additional books and journal articles excluding Wikipedia and encyclopedias) to back up your opinions about the case. Please don’t summarize the case. Just provide the important facts which are required for the analysis of the case. This case is based on Customer Services and its integration to Marketing Mix. There is a 4-page limit (double-spaced, 12-point font), including references, but NOT a cover page. Your references will probably take up a page, so you have four pages to work with, for your analysis. Cite all of your references properly in APA format. Please submit your case analyses in the dropbox in a document that is compatible with Microsoft Word 2003/2007. This case will test your efficiency that how as a marketing manager you’ll handle customers. While analyzing the case, the following questions...
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...Introduction AMBA 650, Marketing Management and Innovation is a 6-credit seminar in the MBA Program. There are 10 weeks in the semester. There is no break in the semester The Summer 2012 semester begins July 5 and ends September 11, 2012 The last date to withdraw is August 18, 2012 Course Description (Formerly AMBA 603.) Prerequisite: AMBA 640. An exploration of the essentials of marketing management: setting marketing goals for an organization with consideration of internal resources and marketing opportunities, planning and executing activities to meet these goals, and measuring progress toward their achievement. Focus is on the concept of innovation in business, including the introduction of new market offerings and the use of new technologies, strategies, and tactics for achieving marketing objectives. An integrative approach combines discussions on theory of marketing management with industry analysis and practical implications. Assignments include the design and marketing of innovative products, analysis of the application of modern marketing strategies and tactics using examples from participants organizations, and practicing a holistic approach to marketing management. Course Goals/Objectives At the end of this course, students should be able to: 1. Assess the role marketing plays in an organization’s strategic planning. 2. Analyze the concept of innovation and its implications for business development. 3. Analyze consumer needs and behavior and how they affect an organization’s...
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...NORTHWESTERN UNIVERSITY J.L. KELLOGG GRADUATE SCHOOL OF MANAGEMENT Marketing 430-62 Alice M. Tybout Winter Quarter 2000 Phone: 847.491.2723 Office: Leverone 468 e-mail: amtybout@nwu.edu COURSE OVERVIEW Course Objectives This is a survey course and, as such, is designed to provide students with an overview of marketing concepts and tools. While effort has been devoted to finding teaching materials that represent a variety of industries and employ a variety of media, the primary goal is to help provide you with concepts and tools that will be broadly applicable. More specifically, the course has two primary objectives: To develop your marketing decision-making skills. You should leave the course with a well-developed ability to: - analyze the marketing and business environment in which an organization is operating and identify the primary marketing problems facing the firm, - prioritize these problems and select the key issue to be addressed, - develop compelling and creative strategies for solving these problems, and - make tactical decisions that will achieve the strategy that you have selected and, thereby, solve the problems you have identified. To provide you with a set of concepts and tools that can support your decision-making. Fundamental concepts of marketing (such as marketing disciplines, segmentation, targeting, and positioning, customer satisfaction, perceived...
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...assets for any firm is the brand associated with its products and/or services. Despite this, very little attention has been paid to the subject in business education. To address this, Strategic Brand Management is an advanced elective that addresses important branding decisions faced by an organization. Its basic objectives are: 1) to increase understanding of the important issues in planning and evaluating brand strategies; 2) to provide the appropriate theories, models, and other tools to make better branding decisions; and 3) to provide a forum for students to apply these principles. Specifically, we will cover: • Building customers’ brand knowledge • Generating brand identities and value propositions • Using the marketing mix to effectively deliver the brand to the marketplace • Measuring brand equity • Creating a comprehensive and effective brand architecture • Managing brands over time Course Organization and Administration: Strategic Brand Management is...
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...Tuskegee University Brimmer College of Business Administration and Information Science Fall 2015 BUSN 0408 Course Syllabus ------------------------------------------------- ------------------------------------------------- Course: BUSN 0408 – Marketing Research ------------------------------------------------- ------------------------------------------------- Instructor: Dr. Jack Crumbly ------------------------------------------------- Office hours: MW 11:00AM - 1:00PM, T: 10:00AM-12:00PM F: 11:00AM-12:00PM or by appointment ------------------------------------------------- Office location: College of Business Room 208 ------------------------------------------------- Phone: 334-727-8733 ------------------------------------------------- Email: crumblyj@mytu.tuskegee.edu ------------------------------------------------- ------------------------------------------------- Textbooks: Basic Marketing Research Using Microsoft Excel Data Analysis, 3rd edition by Alvin C. Burns and Ronald F. Bush; Prentice Hall, Upper Saddle River, NJ: Pearson Education Inc. ------------------------------------------------- ISBN: 978-0-13-507822-8 ------------------------------------------------- ------------------------------------------------- Course Description & Purpose The purpose of this course is to provide you with the knowledge and skills necessary to conduct a market research project from its inception...
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...LaTasha Bishop MT355 – Marketing Research Unit 6 Assignment Professor Alex June 19, 2015 Business leaders rely on the work of marketing researchers to make decisions that will impact revenue generation and the profitability of the company. The data analysis and interpretation phase of a marketing research is a critical process that is highly scrutinized for accuracy and validity. Marketing researchers have to take great care in analyzing data that will be interpreted and turned into information for the purpose of solving the research problem, or capitalizing on an opportunity that was under study. Acting as a marketing research professional, you have to develop the competencies in relation to tasks, obtain and process information, analyze qualitative data in decision making, and develop an ability to obtain and process information in order to analyze qualitative data for decision making as a marketing researcher will be a valuable addition to your business tool belt. These questions that where asked are right to the point. These questions keep simple and direct and are very important. I try asking questions that were on the peoples level. I tried keeping the survey short due to the fact that some of the people are taking the time out to fill this out. Many people don’t like to waste there time if they don’t have to. Most of the questions that are asked are well balanced and should get a direct answer. I tried not to overwhelm the consumers with questions that make them...
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...|MKTG 3596 - Integrated Marketing Communications |Instructor: Charles F. Byers | |Lec. #94665 |Office: Lucas Hall 216W | |Santa Clara University |Phone: 408-310-9244 | |MBA Winter 2014 |E-mail: cbyers@scu.edu & byers.charles@ yahoo.com | |Meeting Times: Sat. – 8:30 – 11:15 p.m. |Office Hours: Sat. 11:15 a.m. – 12:15 p.m. or by appointment | |Meeting Place: Lucas Hall 307 | | Integrated Marketing Communications Textbooks & Materials Byers & Barr, “Integrated Marketing Communications Custom Edition for Santa Clara University 3E”: Pearson Learning Solutions, 2014. CoursePack Reader – “Marketing 596 – Winter 2014” Course Description This course is designed as an introduction to the concept and practice of integrated marketing communications (IMC). It takes the participant through communication, marketing, branding, and integrated marketing theory, planning and IMC program coordination. The course also addresses the marketing communications tactics of advertising, public relations, direct...
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...How to analyze a case study 1. Examine and describe the business environment relevant to the case study Describe the nature of the organization under consideration and its competitors. Provide general information about the market and customer base. Indicate any significant changes in the business environment or any new endeavors upon which the business is embarking. 2. Describe the structure and size of the main business under consideration. Analyze its management structure, employee base, and financial history. Describe annual revenues and profit. Provide figures on employment. Include details about private ownership, public ownership, and investment holdings. Provide a brief overview of the business's leaders and command chain. 3. Identify the key issue or problem in the case study. In all likelihood, there will be several different factors at play. Decide which is the main concern of the case study by examining what most of the data talks about, the main problems facing the business, and the conclusions at the end of the study. Examples might include expansion into a new market, response to a competitor's marketing campaign, or a changing customer base. 4. Describe how the business responds to these issues or problems. Draw on the information you gathered and trace a chronological progression of steps taken (or not taken). Cite data included in the case study, such as increased marketing spending, purchasing of new property, changed revenue streams, etc. 5. Identify...
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...4190 International Marketing IBN302.H1N 5 IB3416 M 5:00P-7:30P Todino, H This course examines the fundamentals of marketing within a global context students learn the impact of economic, cultural, political, legal and other environmental influences on international marketing. They analyze international marketing cases, considering product, pricing, placement, and promotion. Students learn from lectures, discussions, international case studies, and group projects. Course Goals: The goal of this course is to equip the student with the knowledge, skills, and methodologies used in marketing in a global society. NSCC Essential Learning Outcomes Met by Course: Knowledge Facts, theories, perspectives, and methodologies within and across disciplines: Students discuss the principles and methods of marketing within a global context. Intellectual & Practical Skills, including Critical thinking and problem solving: Students analyze how certain types of marketing may apply to one product/situation/culture/country and not another. Integrative & Applied Learning Synthesis and application of knowledge, skills and responsibilities to new settings and problems: Students create international marketing plans for a product and region of the world. Course Outcomes/Learning Objectives: Upon successful completion of this course, students will be able to: 1. Define marketing and the diverse factors influencing marketing activities within a global context. 2. Describe how competitive forces...
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