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CEMS

 

CEMS Case Studies in Marketing

14266.0004 Course

Instructor: Maren Becker
Date: May, 2nd, 2017 - May, 22th, 2017
Time: 9.00 am - 4.00 pm
Location: Room 410

Case Studies

t.b.a.

Case Studies can be bought two weeks before the course starts (t.b.a). They can be purchased for €14.00 in room 429 a (WISO building). Please bring exact change.

Examination

The grade will be based on two presentations and the respective reports.

  • Case Solution Presentation 30%
  • Case Solution Report 20%
  • Own Case Presentation 30%
  • Own Case Report 20%

Die Prüfungsleistung umfasst zwei Präsentationen und zwei schriftliche Ausführungen.

  • Präsentation der Lösung der Fallstudie
  • Schriftliche Ausführung der Lösung der Fallstudie
  • Eigene Präsentation der Fallstudie
  • Eigene schriftliche Ausführung der Fallstudie

Content & Learning Objectives

Course Description

This CEMS course introduces students to case study analysis. Case studies are stories that present a complex problem of the real world. This case study course will focus on business cases in the field of strategic marketing.

The course comprises three sessions:

-At our first meeting, students will learn how to approach and solve case studies. In addition, we will practice case study analysis on a first common case study. In all sessions, students will work in small groups of five members each.

-The second session will provide students with the opportunity to present a case study solution themselves for an assigned case that they prepared and analyzed in advance. The case analysis should be based on prior knowledge that students gained a) in the first session and b) in prior courses.

-For the third session, students are asked to write their own case studies that they will then present. The topics of the own case studies will be assigned at the end of the first session. We will provide the initial material/information for the cases but students are strongly encouraged to draw further material from their own experiences, current events, historical sources, the internet etc. The case studies should tell an engaging story that encourages thinking.

Course Objectives

  • Learn how to critically approach real world business problems using the case methodology
  • Develop and apply business problem solving capabilities
  • Foster their ability to work in a team
  • Learn how to structure and present their viewpoint persuasively

Required Textbook

There is no textbook required. Please make sure to buy the cases early in advance.

Course Requirements

During the course all students are required to

  • Read and prepare all cases (not only the assigned cases) beforehand. This is a mandatory requirement
  • Participate in the discussion 
  • Prepare the presentations and reports in their assigned groups (five students per group) before class. The groups will be randomly assigned at the first class.
  • Present one case solution (class 2) and one written case study (class 3)
  • Hand- in two reports (one for the case study solution and one for the written case study). For the report, students may use the presentations slides. That is, the report should be in PowerPoint format. Students are allowed to adjust the slides for the report. Whereas students might want to use less text and more pictures for the presentation, they may add more text and/or appendix slides for the report. We do not predetermine the number of slides. However, each group should make sure that the report is concise including only the relevant information.
  • During the exercises, Maren Becker will advise the groups. Each group will get one hour per exercise. Please sent Maren Becker your questions and the needed material beforehand.

 

Schedule

May 2, 2017 (9:00 am to 3:00 pm)

Class 1: Introduction to Case Study Approach

  • Information on the course
  • Definition of case studies
  • Discussion of the Calyx& Corolla case in class
  • Students are required to read the Calyx& Corolla case beforehand

May 5, 2017 (9:00 am to 3:00 pm)

Exercise: Discussion of Case Study Analysis

  • Each Group has one hour to discuss the case
  • Discussion of helpful marketing frameworks
  • Discussion of Questions

May 9, 2017 (9:00 am to 3:00 pm)

Class 2: Presentation of Case Study Analyses

  • Presentation of the assigned cases (either Showrooming at Best Buy or YouTube for brands) (55 minutes per group - presentation + discussion)
  • Discussion
  • Students are required to read both cases beforehand

May 16, 2017 (9:00 am to 3:00 pm)

Exercise: Discussion of Own Case Study 

  • Each groups has one hour to discuss the case
  • Discussion of helpful marketing frameworks
  • Discussion of questions
  • Feedback for the last presentation  

May 19, 2016 (9:00 am to 3:00 pm)

Class 3: Presentation of Own Case Study  

  • Presentation of own cases (55 minutes per group - presentation + discussion)
  • Discussion

May 22, 2016 (9:00 am to 3:00 pm)

Class 3: Presentation of Own Case Study 

  • Final Feedback

Course Assessment

The grade will be based on the two in-class presentations and the respective reports.

Class 2

Case Solution Presentation 30%

Case Solution Report 20%

Class 3

Own Case Presentation 30%

Own Case Report 20%