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Case Method Outline

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CASE ANALYSIS

A case analysis method of study provides experiential education—learning by doing. Therefore, the amount of learning students receive from an individual case is directly related to the amount of work they put into it.

A major goal of the use of cases is to allow students to gain experience in problem solving. Cases help students learn to:

• develop an understanding of problems,

• learn how to dissect the various factors relevant to a problem,

• learn how to think creatively about solutions to a problem,

• learn to critically and thoroughly evaluate alternative solutions,

• learn how to make a final decision—one that you are willing to move forward with and one that you feel confident in supporting.

Through the use of cases, students learn that the most obvious solution is not always the best solution. The only way to discover a “best” solution is to consider all (the emphasis here is on the ALL) possible alternatives, to identify the potential positive and negative outcomes for all alternatives possible, and then to select which alternative course of action seems best, based on their analysis, and marketing theory, concepts, and principles. Students need to understand the basic factual and theoretical foundations for marketing management to make such decisions intelligently. There are no right and wrong answers, but some recommendations are better supported than others—consumers after all, are the ultimate judges of strategy, not the instructor (brilliant as he may be – grin).

Students should also understand from the outset that this outline for cases is one developed for this

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