Instruction Manual Marketing Management, 16th Edition By Philip Kotler,Kevin Lane Keller, Alexander Chernev Chapter 1-21 Chapter 1
Course Background and Syllabus for a Case/Lecture-Oriented Course Background: Case Analysis and Case Selection If you choose to focus on cases and lectures in the course, selecting the appropriate case(s) is (are) important. Recency, popularity, relevance to the topic, availability of teaching notes, as well as other supplements such as video and computer software aids, should be considered. Appropriately chosen, cases not only stimulate the mind but also create an in-depth feel for the application of the course material. The Kotler/Keller/Chenev text will create sensitivity and awareness for what is critical and important in the case, and the case will reinforce concepts presented in the text. Cases call for a decision and very often with less than perfect information concerning the problem, the environment, the actors, and the consequences of various actions. As such, the case nurtures management skills although the text and the other application-oriented tools discussed above can diffuse perspective and technical knowledge. There are a number of articles that discuss methods for using the case study approach. The following are suggested: 1. ―Because Wisdom Can‘t Be Told,‖ (Harvard Note 9-451-005). This article argues for the beneficial effect the case method has on both teachers and students and suggests the proper role of the instructor as a leader of the group. 2. ―Learning by the Case Method,‖ (Harvard Note 9-376-241). This article, prepared for executive education, identifies the issues to be confronted in the course of reaching a decision. It also provides useful guidelines for individual analysis of a case method teaching generally. 3. ―Teaching and the Case Method,‖ (9-387-001), by Roland Christensen. A very useful textbook and instructor‘s guide (5-387-010), available through the Harvard Business School. This book includes text, cases, and readings for classes and seminars. The Harvard Business School Publishing (HBSP) website (hbsp.harvard.edu) will provide you with listings of current marketing and marketing management cases, and related materials. HBSP can also package the selected cases to accompany the text. This can also be accomplished by visiting the Pearson Collections website at collections.pearsoned.com.
Sample Case Analysis An example of a case analysis follows, which can be utilized early in the course to provide a basis for written cases and class case discussions. If you choose to use cases in the course, an example is the O‘Brien Candy Company, a medium-size candy company located in the Midwest. In the past two years, its sales and profits have barely held their own. Top management feels that the trouble lies with the sales force because that they do not ―work hard or smart enough.‖ To correct the problem, management plans to introduce a new incentive-compensation system and CS-1 Copyright © 2022 Pearson Education, Inc.