MKT 510 Lecture Notes - Lecture 10: Case Method, Data Analysis, Brand Equity

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Cmkt510 lecture 10 and 11 - case study and the future of branding and. Case study: description of an actual administrative situation involving a decision to be made/problem to be solved. Case method of analysis: students and instructors participate in discussion of case studies. Students teach themselves with the instructor as a guide. Short cycle process: become familiar with what the case is about. Review subtitles what is covered more in-depth. Background info industry, org. , products, history, competition, financials, etc. Alternatives may or may not be stated. Conclusion sets up task, limitations, and urgency. Steps to solving a case study: defining the issue(s)/problem statement (the major question) Important issues have a significant effect on: profitability, strategic direction, competitive advantage, customer satisfaction, company morale: analyzing the case data. View organization as consisting of: resources, people, processes. What do the numbers say: generating alternatives. Doing nothing is allowed, delaying the decision is not: selecting decision criteria.

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