Case Study
Case Study
Order Description
• An introduction to the case study
• A SWOT analysis using different concepts introduced during the module (PESTL, competitors, VC analysis, BCG, Ansoff, etc.). Students are welcome to use the ICEDRIPS
or the PRIMEFACT/MAPSCARE acronyms to analyse the internal and external environments as well as the approach described in Kotler’s textbook .
• Answers to questions related to the case.
• If no direct question is provided in the case study students will have to devise marketing recommendations for future sustainable marketing growth.
Students should demonstrate;
• An in depth and rigorous knowledge of the facts and how these relate to the cases’ challenges.
• A rigorous review and discussion of the facts, making assumptions when necessary.
• An analysis where you can compare, contrast and distinguish how different and unique this case is.
• A plan where you make decisions and recommendations based on the ideas and materials you have selected and prioritize.
• An application of Marketing concepts.
References Books to be used:
Journals:
Harvard Business Review
Journal of Marketing
Journal of Marketing Research
Journal of Consumer research
Journal of International Marketing
Journal of Marketing Theory and Practice
Journal of Global Marketing
Journal of Business Ethics
Marketing Management
Sloan Management Review
On-line resources:
Warc.com
Watching trends
Boston consulting Group
Central Statistics Office
Europa.eu
Socialbakers.com
Harvard Business Review
Kpmg.com/ie
Mckinsey.com
Blog.nielson.com/nielsenwire
https://www.sethgodin.com/sg/ Seth Godin
www.thecasecentre.org
Supplementary reading:
Kotler, Keller, “Marketing Management with Marketing lab”, Global Edition, 15th, Pearson 2016
Kotler, Keller, Brady, Goodman, Hansen, “Marketing Management”, 2nd European edition, Pearson 2012
Kotler, Armstrong, Harris and Piercy, “Principles of Marketing an introduction”, 6th European edition, 2013
Chaffey, Ellis-Chadwick, “Digital Marketing: Strategy, Implementation and Practice”, 5th edition, Pearson, 2012
Tutten T., Solomon M., “Social Media Marketing”, 1st edition, Pearson, 2014
Cravens D., Piercy N., “Strategic Marketing”, 10th edition, Mc Graw Hill, 2015
Case studies and other readings will be posted on Moodle in due time when class is organised in groups for group report and presentations