Preview

People.Senecac.on.Ca/Marianne.Marando/.../Im Cases

Good Essays
Open Document
Open Document
7345 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
People.Senecac.on.Ca/Marianne.Marando/.../Im Cases
Integrated Marketing Communications Case Studies

Case Studies – Some Thoughts on How to Use Cases

This section of the manual includes three case studies that will test the student’s ability to apply integrated marketing communications concepts. Each assignment can be completed using the standard case study format or by using the marketing communications plan format. Refer to both models that are included in this section. Each of these cases has been class tested. They work! Students will quickly identify with the various products and situations and will quickly see how they are marketed in Canada.

Naturally, cases become outdated as soon as they are written so it is assumed that you will instruct your students to conduct appropriate secondary research to update essential case facts. Each case provides some data about market size, sales volumes and market shares, but conditions in the marketplace change quickly as new brands, new trends, and other external influences enter the picture.

Each of the three cases requires as a minimum a good advertising strategy (creative and media) but it is up to the students to look at the bigger picture and determine how the other components of the marketing communications mix will be useful in finding a solution for the challenges that are presented. The instructor can also play a role in determining which components of the mix should be considered. You have the flexibility to be very focused (advertising only) or very broad (any and all components of the IMC mix).

Each case can be used for the purposes of a written submission or as a written submission with presentation. Since time is always a problem, my preference is for one case to be a written submission using the case study format and another case to be a written submission with a presentation near the end of the course. Personal experience shows that only one or two cases can be accommodated in a one-semester course. Three cases are provided for you to

You May Also Find These Documents Helpful

  • Powerful Essays

    Each student will present a written case analysis which should be no more than 5 and no less than 4 double-spaced pages and is due on the date and time indicated in the course schedule (last page of this syllabus). While I focus on the content of your essay for my grading, clarity of presentation and organization is essential for me to follow your ideas. A good starting point is to look at the case discussion questions in Quiz 4. But your answer cannot be a series of answers to questions but must rather be an essay. Some of these questions will guide your case analysis and should be an aid to you in formulating your answer. Therefore, reading the case before the end of the third week so as to deal with these questions should help you do well in the case project. A good approach to the project is to make sure you include all the elements that I look for in my grading of your assignment.…

    • 10158 Words
    • 41 Pages
    Powerful Essays
  • Satisfactory Essays

    Harvey Norman Analysis

    • 732 Words
    • 3 Pages

    The purpose of this report is to demonstrate the students knowledge of Integrated Marketing Communications (IMC), via analysis of the types of advertising implemented by the company: Harvey Norman Holdings Limited. A team of students through secondary research sourced the information in this report.…

    • 732 Words
    • 3 Pages
    Satisfactory Essays
  • Satisfactory Essays

    A word of advice: Read the case questions before reading the case. Focus only on the information you need to answer the questions. Do your assignment in Word and always save it and then copy it over, you never know when you will be the victim of technology failure. It would also be helpful if you read the grading rubric before submitting your work. You will know exactly what is expected from you.…

    • 331 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Read the case study at the end of Chapter 15 and the case study at the end of Chapter 16, and thoroughly answer all the following questions. Supplement your answers with scholarly research using the Ashford Online Library. Each case study should be addressed in four to five pages, resulting in a combined Final Paper of eight to ten pages.…

    • 666 Words
    • 3 Pages
    Satisfactory Essays
  • Better Essays

    Kerin, R. & Berkowitz, E, Hartley, S, & Rudelius, W. (2006). Marketing (8th ed.). New York: McGraw-Hill/Irwin…

    • 966 Words
    • 4 Pages
    Better Essays
  • Good Essays

    This document has three short case studies that are considered classic. They are older but have timeless lessons. In addition, the case studies at the end of chapters 2 &3 of your textbook are good.…

    • 6315 Words
    • 16 Pages
    Good Essays
  • Satisfactory Essays

    CASES SHOULD BE DONE BY TEAMS OF UP TO FOUR STUDENTS. EACH CASE WOULD BE PRESENTED AND DEFENDED IN CLASS BY TWO TEAMS. I EXPECT MANY OF YOU TO MAKE CLASS PRESENTATIONS BY UTILIZING POWERPOINT AND/OR OTHER MEANS. THE QUESTIONS BELOW WERE SUGGESETD BY THE AUTHORS AND ADDRESS MAIN THE ISSUES IN EACH CASE, BUT YOU MAY EDIT / CONSOLIDATE THEM IF YOU FIND IT NECESSARY / CONVENIENT IN WRITING UP YOUR CASE.…

    • 350 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Bst1 Task 3

    • 1294 Words
    • 6 Pages

    For this unit’s assignments you will be required to research the marketing activities of organisations. In the first assignment you will need to focus on how marketing techniques are used in two different organisations. You will then look at how market research impacts on the marketing plan of a specific organisation. In the second assignment you will need to look at the development of a coherent…

    • 1294 Words
    • 6 Pages
    Good Essays
  • Better Essays

    Profile the Market

    • 1035 Words
    • 5 Pages

    Adam, S., Armstrong, G., Brown, L., Kotler, P., (1998), Marketing, (4th edn.), Prentice Hall, Australia.…

    • 1035 Words
    • 5 Pages
    Better Essays
  • Powerful Essays

    White Castle

    • 1132 Words
    • 5 Pages

    Kerin, R., Hartley, S., Berkowitz, E., Rudelius, W. (2005). Marketing (8th ed.). New York: McGraw-Hill.…

    • 1132 Words
    • 5 Pages
    Powerful Essays
  • Powerful Essays

    Integrated marketing communications is a core strategic activity used to build and sustain profitable relationships with various stakeholders. Customers are a critical target but other audiences such as buyers, designers, retailers, sales assistants, suppliers, etc…. are also important if an organisation is to achieve its sales and marketing objectives.…

    • 7833 Words
    • 32 Pages
    Powerful Essays
  • Satisfactory Essays

    Marketing Midterm

    • 648 Words
    • 3 Pages

    NOTE 1: The questions are to be listed before the answers and answers should provide reference citations to marketing principles studied as is always required. (References to the case location itself on page 648 are okay but do not count as a reference to marketing principles.) Points will be determined largely based on “Overall, Breadth, Depth, Application, and Citations (references)” criteria, as usual. Question 1 is worth 50 of the 100 points.…

    • 648 Words
    • 3 Pages
    Satisfactory Essays
  • Satisfactory Essays

    As I repeatedly indicated, your case analysis should be done according to the section II (p. 202, edition 9) included in the textbook and entitled “Analyzing Marketing Problems and Cases.” I also provide you with the template listed below likely to help you in preparing your cases’ reports.…

    • 1023 Words
    • 5 Pages
    Satisfactory Essays
  • Good Essays

    Chicken of the Sea

    • 688 Words
    • 2 Pages

    2. Discuss the role integrated marketing communications plays in the marketing of canned/packaged tuna for a company such as Chicken of the Sea International. How might the company use the various IMC tools as part of its marketing program?…

    • 688 Words
    • 2 Pages
    Good Essays
  • Best Essays

    Cerelac Advertising Campaign

    • 2501 Words
    • 11 Pages

    Baack Donald, Clow Kenneth , 2002, Integrated advertising, promotions, and marketing communications, Third edition, Pearson Education, New Jersey - USA…

    • 2501 Words
    • 11 Pages
    Best Essays