1. Martyn Kingston

2.  To provide exciting, memorable and worthwhile learning experiences  To give you the experience to apply business principles to real situations

3.  “A case is a partial, historical, clinical study which has confronted a practicing administrator or managerial group” C. Roland Christensen  “Cases attempt to capture situations faced by managers with all their contradictions and ambiguity” Bill Moore and Gary Grikscheit  Our Cases and ICAs will expose problems and decision situations related to chapter based marketing principles  You are asked to engage in the problem-solving and decision-making of the case situation(s) – to analyze, recommend and justify!

4.  Place yourselves in the role of the decision-maker(s) as you watch & read through the situation  If all business is really problem-solving activities, identify the situations, opportunities and issue they are face  The case questions (described in the Case Instruction Sheet) are there to guide you through the situation(s)  Use the questions as starting points to discovery, analysis & action. Use the course and book to unpack & work the case: ◦ What is the problem-solving exercise they are engaged in? ◦ How do they respond and why? ◦ Do you agree and can you make suggestions and justify the recommended actions?

5.  Show how companies use marketing principles, strategies and tactics to make decisions to generate value, profits and market share, and  Add value - make recommendations & argue them  Build answers & our discussion systematically through ‘levels of analysis’: ◦ Level 1 provides purely descriptive information from the case description & video ◦ Level 2 fuller understanding of situation & main findings utilizing concepts, ideas, frameworks, strategies and tactics in relevant chapters. How can ideas be used to address the situation - the what, why, and how of the case? ◦ Level 3 uses ideas and concepts from other chapters, the course, your experience or modest research ◦ Level 4 incorporates well thought out & reasoned recommendations. Can we add value and contribute to the problem-solving & do it persuasively?

6.  Introductory (Practice) Cases  Ch.1 Marketing Introduction & Overview  3M’s Post-It Flag Highlighter : Extending the Concept (Wk 1)  Ch.2 Developing Marketing & Corporate Strategies (Wk 2)  B.P.: Transforming its Strategy “Beyond Petroleum” Ch.2 Developing Marketing & Corporate Strategies  Ch.3 Scanning the Marketing Environment  Geek Squad: A New Business for a New Environment (Wk 3)

7.  Ch.4 Ethical & Social Responsibilty in Marketing (Wk 4)  Starbucks Corporation : Serving More Than Coffee  Ch.5 Understanding Consumer Behavior  Best Buy Inc.: Using Consumer Centricity to Connect with Customers (Wk 5)  Ch.6 B2B Markets  Lands’ End: Where Buyers Rule (Wk 6)  Ch.9 Segmentation, Targeting and Positioning  Rollerblade Inc.: Skates to Go Where You Want to Go  Ch.11 Marketing Management (Wk 12)  Philadelphia Phillies Inc.: Sports Marketing 101  Ch.12 Pricing (Wk 14)  Stuart Cellars Winery Inc.: Price is a Matter of Taste

8.  “If you tell me, I will hear. If you show me, I will see. If you let me experience it, I will understand.” (Lao Tse, 430 B. C.)  Marketing is an applied art  Lectures = information transfer  Discussion = education for judgment  Case = Formulate & understand a plan of action for the protagonist  The only way to learn how to make profitable marketing decisions is through practice

9.  Exercises include:  Marketing Communication (Ch.1, Wk 1)  Dating Services and SMART Objectives (Ch.2, Wk2)  Joseph and the Company Party (Ethics) (Ch.4, Wk 4)  Introducing the Mini-Cooper into North America (Ch.7, Wk 7 or 8)  3Ms Greptile Golf Glove & NPD Processes (Ch.10, Wk 11)  Pricing 3Ms Greptile Golf Glove (Ch.12, Wk 13)

10.  P =ƒ(knowing, skill, and motivation)

11.  What the Case “says, and says, and says!”  Question  Listen  Analyze, and  Respond

12.  Read, mark carefully & skim where can (discuss w/group)  What are the major issues?  Relate to chapter & course concepts – use the book & course to ‘dig’ into the situation & issues ◦ Who is the protagonist? ◦ What is the situation? ◦ What decisions have to be made?  What problems are present (issues, challenges, opportunities)?  What decisions are made and actions taken?  What do they do? Why and How? What Results? Do you agree? What more can be done or done differently and why?  Generate good alternatives for each decision  Analyze alternatives in-depth

13.  You should be comfortable participating and contributing with your student, work-based peers and with your bosses!

14.  Not a “game of right answers” (though some are better than others)  Demanding  Stimulating  Practice, practice, practice  You are responsible!

15.  Unpredictable agenda  Make an effort to connect case w/ theory  Be flexible  Your own analyses matters  Not just listening, but participating!

16.  To make the classroom a comfortable place to test your thinking  To manage the moment and learn everyday  To craft an in-depth discussion of the significant issues in each case  To make the experience stimulating, informative, fun and memorable

17.  Prepare  Listen as if your wealth depended on it!  Respond when your ideas build on the previous discussion  Question when it contributes to insight