Case Method - Learning Marketing by the Case Method by Dr....

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Learning Marketing by the Case Method by Dr. Ning Li The case method is built around the concepts of metaphors and simulation. A case is a description of a real business situation encountered by managers and serves as a metaphor for a particular set of problems. The case method of marketing instruction is based upon the belief that marketing is a skill rather than a collection of techniques or concepts. The best way to learn a skill is to practice in a simulation-type process. The case method provides a vehicle for simulation. Analyzing a Case For the student, case preparation is a personal matter of developing a totally individualistic and intimate marketing problem-solving style. Cases are semi-structured problems, and problem definition skills the main “product” of repeated exposure to these learning devices. However, even when there can be no formula for case preparation, most students seem to travel a general path, which includes: 1. Getting started When you pick up a case for the first time, skim it and ask yourself what this one is all about. What seem to be the issues? What kinds of questions is the professor asking in the assignment? Is this a “problem” case, or a learning exercise, such as computing financial ratios? Who is the case protagonist, and what is his/her situation like? You are encouraged to identify with a key player in each case and to see and deal with the case problem through that manager’s eyes. 2. Defining the problem(s) Read the case carefully. The object of the exercise at this point is to become immersed in the data you’ve been given, and, if it is a problem case, to define the issues. Defining the issues is the most crucial step in dealing with business problems whether neatly encapsulated in cases or encountered in much less structured forms in real life. In a case context, the “action” issues are typically stated early on in the first page and / or at the end of the case. An example of an action issue would be, “… executives had to decide what action, if any, the company could take to maintain its market share.” Action issues require answers. The problem scope, however, should not be unrealistically and unmanageably broad. It is important to take account of the scope of control and authority that the manager in the case has. Note that while the professor’s discussion questions must be covered, it should not be assumed that the assignment lays out the core problems, thus relieving you of the work outlined above. The discussion questions should not necessarily be taken as the problem statement or a listing of areas of analysis. They are there only to help you think about the case. The task of formulating the problem statement and identifying relevant analytical headings is the student’s responsibility. 3. Collecting information as evidence
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Case Method - Learning Marketing by the Case Method by Dr....

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