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How to answer Case Studiesin MarketingWith special reference to Product Managementin BSc. Marketing Management ( Special)Degree Part III at University of Sri JayewardenepuraSri Lanka.Facilitator: Maxwell Ranasinghe
Case study method places student in simulated business environment It substitutes the student as the business manger who take decisions So the student will develop and ability to take decisions Skills on critical thinking
No case will give the student all the information required to take a decision So the student have to take logical assumptions Most of the cases are answered by way of class presentations and written reports ◦ Presentation skills ◦ Report writing skills
Further many cases are discussed in the class Student should develop ◦ Listening skills ◦ Skills in making objections ◦ Skills in defending ones answers If students to learn through case studies they should attend the days that the presentations are made and actively participate in discussions and write the answer on the same day.
There are many ways that a case in marketing can be answered. We would discuss one common framework for answering marketing case studies. - Forming a basic idea of the case - Problems and opportunities - Generation of alternative answers - Evaluation of alternatives - Decision
1. Analyse and form a basic idea ofthe background of the case. Nature of the industry, historicalsetting of the company, managementstructure, corporate culture, staffrelations, market share and status inthe market, customeranalysis, productsoffered, demand, growthpatterns, stage of the PLC, nature ofcompetition, macro factors ofenvironment etc.
2. Find out the symptoms - Facts given in the case should be reviewed well - Make effective analysis of financial and other quantitative information - Make reasonable assumptions - Find out the symptoms of the problem/problems
3. Analyse symptoms and find out the basic problem or problems. Theoretical explanation could be made. 4. Develop alternatives solutions to problem/problems 5. Be open about making a critique on alternatives 6. Discuss the pros and cons of alternatives 7. Propose a clear decision
How case studies are done for Product Management at University of Sri Jayewardenepura ◦ a case study will be given before the class ◦ A group Discussion will be held ◦ Group presentations will be made ◦ Answers will be individually written and handed over at the end of the session.