brand management Casenotes - Case Teaching Notes General...

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Unformatted text preview: Case Teaching Notes General Introduction to the Cases in Best Practice Cases in Branding There are fifteen in-depth case studies in the Best Practice Cases in Branding supplementary text, each of which can support one — or even parts of two — class sessions. Moreover, many of these fifteen written cases are supplemented by a 10-20 minute video that contains additional information and interviews with key company sources for the case. In general, the written cases are fairly easy to teach and can provoke much student involvement. They can be a valuable addition to your course. The written cases are somewhat different, however, from the typical HBS cases and therefore work best with a slightly different teaching approach. This introductory note describes the recommended general approach to teaching these cases. Detailed specific case notes are provided for each of the fifteen cases. Additional information on the video cases can be found on the Prentice-Hall web site. Some PowerPoint slides with graphics that may be useful in teaching the case can also be found on the web site. The main difference between these cases and traditional HBS cases is that HBS cases often have a strong decision focus – a certain set of actions that must be evaluated and enacted. The text cases here have a different approach. They concentrate on major brands with which students are generally familiar, review much historical background, and provide detailed information on one particular branding issue, event, or strategy. By and large, the marketers of these brands have done much “right” and, as such, the cases have much more of a “best practice” flavor than may be found in other types of cases. For that reason, student learning from reading the cases alone can often be quite rich and beneficial, and students appreciate the opportunity to learn about high profile brands and companies. Nevertheless, the in-class experience can add extra dimensions as specific topics can be expanded on and additional learning can occur. Thus, discussion with these cases does not aim towards resolution of a marketing problem or opportunity as much as with the HBS cases but instead covers a lot of ground to make a series of important points about branding in general and one particular brand in the process. The video cases can also help in this regard. The basic breakdown of the cases is 1/3 review of case material, 1/3 lessons about branding in general; and 1/3 about next steps and new development for the brand. The videos can be shown in their entirety at the beginning or end of class or shown in segments at different times during the case discussion....
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This note was uploaded on 11/04/2010 for the course FCBA MBA608 taught by Professor Dr. during the Spring '10 term at Baptist College of Health Sciences.

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brand management Casenotes - Case Teaching Notes General...

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