Objectives

• To provide a fundamental understanding of marketing as a philosophy and as a margin system;
• To make the student aware of the influence of uncontrollable factors in marketing decisions and the role of market research;
• To provide a greater understanding of the consumer behavioral factors and their relationship to market planning and operation;
• To introduce students to the many marketing functions, their interrelationships, and to related career opportunities;
• To integrate the fundamental concepts covered in the course into a case study; and,
• To help students develop their ability to present a case study to an audience (the class).

Course Description

This course explores the vital role of marketing in the domestic and global economy. Consumer and organizational behavior and motivation, the identification and selection of marketing strategies and the functions of marketing are discussed. Traditional and contemporary methods of promotion and distribution are included.

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In previous classes, I assigned the case study project as only a term paper. I found that while some students became very engaged in the project, and maximized their learning opportunities, a number of students seemed to view it as just another term paper, and only became superficially involved.

In an effort to make the term project more meaningful to students, I decided to use Blackboard and require students to post their completed papers on the Discussion Board. This enabled students to view each others' case studies. Students used online library database research resources and search engines to research external marketing forces. Students were also assigned the task of using PowerPoint to present their completed case studies to the class.

Requiring that all students create and present their case studies to the whole class has helped foster a stronger competitive spirit among the students. They want to do well. The individuals and teams have taken ownership of their work, demonstrating increased pride in their accomplishments. This has also resulted in each student paying closer attention to his/her own and to his/her classmates' case studies.

The problem-solving component of the case study method helps students apply basic course content ideas to actual business organizations and real problems. Students are further motivated as they use examples from businesses they work in, shop in or are otherwise familiar with. Using authentic examples helps make the process of the case study more meaningful for students.

Activity Overview

To prepare students for this project, drawing from Cases in Hospitality Marketing and Management by Robert C. Lewis. (New York: Wiley, 1989), I first outlined the case study method, and the case fact sheet (see handouts below). I also provided additional information, such as related websites and documentation on the specific businesses they are studying.

The case study method was presented to the class by introducing some basic problem-solving steps: define the problem, gather facts, analyze the facts, perform a SWOT (strengths, weaknesses, opportunities and threats) analysis, define alternatives, synthesize, arrive at solutions, and evaluate solutions. A description of the case study method and a sample case study were available to students through the course Blackboard site. I reviewed a practice case problem to familiarize students with new terminology.

In presenting the case study method, I asked students to consider the following:

• Why is there a problem?
• What is the critical question?
• What are the critical factors? What has to change?
• What are the conditions for finding a solution?
• Conduct a SWOT analysis.
• Provide a summary and conclusion.

Students used the case fact sheet to compile the basic information on the business problem. They submitted the completed case fact sheet, which served as a basic outline of the case for my review.

I loaded the assignments, homework and cases on Blackboard so students could easily retrieve them. Students were also able to communicate with me using the Discussion Board. Using the Discussion Board and in-class conversations, students shared ideas, exchanged useful resources, and developed their case projects.

Students identified a marketing problem experienced by the business they selected for study. Their term project (see below) was to solve the marketing problem by utilizing the case method. They then wrote up the case study as a term paper and submitted it. Students had the option of working in groups of two or three to research the case study project.

The ability of the students to obtain critical information about the business and its problem are most important in the selection of the business to be used in the study. Students were reminded that the business selection criteria must include the ability to access information from management, and/or the owner of the business.

Upon completion of the written report, students developed a PowerPoint presentation of the case study. Each team then presented its case to the whole class during the last week of class.

The case study term paper was worth 15% of the final grade. I used the grading rubric below to evaluate the term paper. The PowerPoint presentation was equal to 10% of the final grade.

Materials and Resources

Case Study Assignment Fall 2004 [pdf]

AMM 104 Principles of Marketing
Instructor: James L. Giordano

Term Project

Based on the Case Method procedures, you are to select a marketing problem based on an actual existing business. Your project includes the following items:

1. Identify a marketing problem that the business is experiencing.
2. Based on your study of the Principles of Marketing, utilizing the case method we discussed, propose a solution to the marketing problem.
3. Post a five-eight page written report on the Discussion Board.
4. Projects may be completed individually or in teams of two or three students per team.
5. Your business selection criteria should include the ability to access information from the management, and or owner of the business.
6. You will be required to make a presentation of your case project to the class during the last week of class.
7. Reference all works cited according to the guidelines from our lecture on library research.

Based on: Lewis, Robert, C. Cases in Hospitality Marketing and Management. (New York: Wiley, 1989).

Case Study Fact Sheet [pdf]

Due:

Name:

Name of your business for the case study:

Location:

1. Explain the background of the business you have chosen.
2. Provide details regarding the type of ownership.
3. How many years has the business been in operation?
4. What is the type or nature of the business service provided?
5. Why did you pick this business?
6. Identify the marketing problem, both factually and statistically.

Grading Rubric [pdf]