scholarly journals Techniques And Strategies For Use Of Case Studies In Marketing Management And Strategic Marketing Management Courses

2011 ◽  
Vol 2 (1) ◽  
pp. 1
Author(s):  
James R. Maxwell
Keyword(s):  
Decision Making ◽  
Marketing Strategy ◽  
Case Studies ◽  
Use Cases ◽  
Marketing Management ◽  
Strategic Marketing ◽  
Marketing Analysis ◽  
Managerial Situation

Marketing case studies provide context for analysis and decision-making designs in different business situations, companies, and industries. In most marketing courses, students use cases about actual companies to practice strategic marketing analysis and to gain some experience in the tasks of crafting and implementing marketing strategy. A case sets forth, in factual manner, the events and organizational circumstances surrounding a particular marketing managerial situation. The purpose of this paper is to look at why case studies are used, problems using them and recommendations using standard and innovative methodologies for using them effectively.

scholarly journals Strategiese bemarkingsbestuur by enkele leweransiers aan die landbou in die Republiek van Suid-Afrika

1986 ◽  
Vol 17 (2) ◽  
pp. 93-100
Author(s):  
J. J. Van Zyl
Keyword(s):  
South Africa ◽  
Marketing Strategy ◽  
Agricultural Sector ◽  
Free Market ◽  
Theoretical Background ◽  
Point Of View ◽  
Marketing Management ◽  
Strategic Marketing ◽  
The Republic ◽  
The Individual

Strategic marketing management of some suppliers to the Agricultural sector in the Republic of South Africa The Republic of South Africa is at present in a state of change within the economical, political, social, institutional, physical and international environments. Change in these fields is still in an early phase and rapid changes can be expected in future. From a management point of view, these changes are a fact and must be considered and taken into account in the decision-making process. Modern enterprise in the free-market system functions within the framework of the changing environment and the ability to grow and develop are dependent on the ability of the individual firm to adapt to these changes. The aim of the research was to determine how marketing management of some suppliers of capital equipment to the agricultural sector apply strategic marketing principles and practices, to enable their firms to adapt to constant external changes. Apart from a theoretical background some empirical research was undertaken to determine the composition of the management and marketing strategies. The emphasis is, however, on the formulation of the marketing strategy and the implementation of the marketing strategy.

Should “Tbgo” be dropped from UCF's product portfolio?

2012 ◽  
Vol 2 (8) ◽  
pp. 1-13
Author(s):  
Prafulla Kumar Das
Keyword(s):  
Marketing Strategy ◽  
Business Performance ◽  
Brand Management ◽  
International Marketing ◽  
Middle Level ◽  
Marketing Management ◽  
Strategic Marketing ◽  
Product Portfolio ◽  
Content Type

Subject area Business administration, brand management, marketing management, international marketing, strategic marketing. Study level/applicability This case is suitable for MBA students with exposure to marketing strategy and basic marketing. It may also be useful for junior and middle level marketing professionals during their training programs. This case-study may find its application while teaching strategic marketing, marketing management, international marketing and pharmaceutical management. Case overview Unicare Formulations was a reputable pharmaceutical company in India. It started small and with the growth of the industry it could capture significant market share in it chosen segments. It introduced brands in small and niche areas with low innovation and where bigger companies showed little interest. It also infused new blood through outside talent. It brought newer brands to its brand portfolio. A relatively new but promising brand – Tbgo – was struggling. Its marketing head was confused whether to continue with the brand. He needs advice based on management principles. Expected learning outcomes After covering this case study, a student should be able to: use SWOT and environmental analyses to solve complex business problems; explain segmentation, targeting and positioning (STP) and shall be able to use those for preparing marketing strategy; use 4Ps in different combinations in planning brand strategies; use Ansoff's model (product-market grid); use Porter's generic strategy to analyze brand performance and to take appropriate action for brand revival; and internalize the intricacies of brand-building and their impacts on the business performance of a firm. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

scholarly journals IMPORTANCE OF THE MARKETING ENVIRONMENT ANALYSIS IN THE PROCESS OF STRATEGIC MARKETING DECISION MAKING

2020 ◽  
Vol 2 (2) ◽  
pp. 24-32
Author(s):  
Dilyana Yaneva
Keyword(s):  
Decision Making ◽  
Success Factors ◽  
Strategic Marketing ◽  
Primary Data ◽  
Competitive Advantages ◽  
Environment Analysis ◽  
Marketing Environment ◽  
Marketing Decision ◽  
Marketing Analysis

The analytical activity aims to increase company’s competitiveness and establish its strategic position in the business. Timely diagnosis of threats, identification of key success factors and competitive advantages enables company management to constantly review its marketing goals and strategies by taking proper and timely strategic marketing decisions. In this regard, the main objective of the article is to examine the characteristics and main directions of marketing analysis, emphasizing their importance in the process of strategic marketing decision making. A survey was used as a main method for collecting primary data. The evaluation of the studied indicators is performed on a 5-point Likert-type scale. The obtained results show the underestimated role of the environment analysis in the companies’ marketing activity and its necessity in decision making for a long-term development and prosperity. The conclusion includes a summary concerning the overcoming of these problems.

A Mental Model for Teaching Strategic Marketing Management

2016 ◽  
pp. 65-76
Author(s):  
Homer B. Warren ◽  
David J. Burns
Keyword(s):  
Decision Making ◽  
Problem Solving ◽  
Mental Model ◽  
Marketing Management ◽  
Strategic Marketing ◽  
Marketing System ◽  
Marketing Managers ◽  
Global Nature ◽  
Thinking Processes

The complex realities of the increasingly global nature of business require managers who are able to see and comprehend the multiple interrelationships of factors in the environment to optimize decision making. This paper offers a mental model used by the authors to help students better understand the heuristic thinking processes that successful strategic marketing managers use in decision making and problem solving. The authors argue that seeing the “whole” marketing system and understanding how to integrate marketing knowledge is a key ingredient in heuristic thinking. To this end, the paper details the foundation for and the construction of a mental model for a strategic marketing management course. An application is discussed.

A Mental Model for Teaching Strategic Marketing Management

2018 ◽  
pp. 395-406
Author(s):  
Homer B. Warren ◽  
David J. Burns
Keyword(s):  
Decision Making ◽  
Problem Solving ◽  
Mental Model ◽  
Marketing Management ◽  
Strategic Marketing ◽  
Marketing System ◽  
Marketing Managers ◽  
Global Nature ◽  
Thinking Processes

The complex realities of the increasingly global nature of business require managers who are able to see and comprehend the multiple interrelationships of factors in the environment to optimize decision making. This paper offers a mental model used by the authors to help students better understand the heuristic thinking processes that successful strategic marketing managers use in decision making and problem solving. The authors argue that seeing the “whole” marketing system and understanding how to integrate marketing knowledge is a key ingredient in heuristic thinking. To this end, the paper details the foundation for and the construction of a mental model for a strategic marketing management course. An application is discussed.

How To Identify And Prioritize Watershed Pollution Sources? ------ Case Studies of Transform Water Quality Data into Decision Making Tool

2016 ◽  
Vol 2016 (8) ◽  
pp. 3265-3273
Author(s):  
Ting Lu ◽  
James Schlaman ◽  
Leisha Pica ◽  
MaryLynn Lodor ◽  
Gérald Checco ◽  
...  
Keyword(s):  
Water Quality ◽  
Decision Making ◽  
Case Studies ◽  
Pollution Sources ◽  
Quality Data ◽  
Water Quality Data ◽  
Decision Making Tool

Megadrought and Collapse

2017 ◽  
Keyword(s):  
Climate Change ◽  
Decision Making ◽  
Case Studies ◽  
Agricultural Landscapes ◽  
15Th Century ◽  
Societal Collapse ◽  
The Face ◽  
Time Periods ◽  
Paleoclimate Proxy ◽  
Habitat Tracking

This is the first book to treat the major examples of megadrought and societal collapse, from the late Pleistocene end of hunter–gatherer culture and origins of cultivation to the 15th century AD fall of the Khmer Empire capital at Angkor, and ranging from the Near East to South America. Previous enquiries have stressed the possible multiple and internal causes of collapse, such overpopulation, overexploitation of resources, warfare, and poor leadership and decision-making. In contrast, Megadrought and Collapse presents case studies of nine major episodes of societal collapse in which megadrought was the major and independent cause of societal collapse. In each case the most recent paleoclimatic evidence for megadroughts, multiple decades to multiple centuries in duration, is presented alongside the archaeological records for synchronous societal collapse. The megadrought data are derived from paleoclimate proxy sources (lake, marine, and glacial cores; speleothems, or cave stalagmites; and tree-rings) and are explained by researchers directly engaged in their analysis. Researchers directly responsible for them discuss the relevant current archaeological records. Two arguments are developed through these case studies. The first is that societal collapse in different time periods and regions and at levels of social complexity ranging from simple foragers to complex empires would not have occurred without megadrought. The second is that similar responses to megadrought extend across these historical episodes: societal collapse in the face of insurmountable climate change, abandonment of settlements and regions, and habitat tracking to sustainable agricultural landscapes. As we confront megadrought today, and in the likely future, Megadrought and Collapse brings together the latest contributions to our understanding of past societal responses to the crisis on an equally global and diverse scale.

scholarly journals Assessing the Value of Demand Response in Microgrids

2021 ◽  
Vol 13 (11) ◽  
pp. 5848
Author(s):  
Isaías Gomes ◽  
Rui Melicio ◽  
Victor M. F. Mendes
Keyword(s):  
Decision Making ◽  
Energy Consumption ◽  
Energy Storage ◽  
Case Studies ◽  
Demand Response ◽  
Storage Systems ◽  
Computer Application ◽  
Market Prices ◽  
Proper Formulation ◽  
Operation Case

This paper presents a computer application to assist in decisions about sustainability enhancement due to the effect of shifting demand from less favorable periods to periods that are more convenient for the operation of a microgrid. Specifically, assessing how the decisions affect the economic participation of the aggregating agent of the microgrid bidding in an electricity day-ahead market. The aggregating agent must manage microturbines, wind systems, photovoltaic systems, energy storage systems, and loads, facing load uncertainty and further uncertainties due to the use of renewable sources of energy and participation in the day-ahead market. These uncertainties cannot be removed from the decision making, and, therefore, require proper formulation, and the proposed approach customizes a stochastic programming problem for this operation. Case studies show that under these uncertainties and the shifting of demand to convenient periods, there are opportunities to make decisions that lead to significant enhancements of the expected profit. These enhancements are due to better bidding in the day-ahead market and shifting energy consumption in periods of favorable market prices for exporting energy. Through the case studies it is concluded that the proposed approach is useful for the operation of a microgrid.

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