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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Naturally, cases become outdated as soon as they are written so it is assumed that you will instruct your students to conduct appropriate secondary research to update essential case facts.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
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