The Case Method in Marketing Management

Case Method in Marketing Management: When working on marketing management cases, how should students best approach the work to develop their insight and analytic skills?
Noel Capon  | Fall 2008
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While case studies present a wide variety of business problems, students will be served by developing a similar analytic framework for approaching each case. The purpose of case analysis isn't to develop the "right" answer, but to give students an ability to recognize and address managerial issues. That means avoiding a simple historical review of the problem; instead, the goal should be to consider key issues, critical facts and other implications before starting an analysis. This note on the case method presents a framework for approaching case analysis, as well as specific strategies to employ while performing their work, such as study group techniques.

Case ID: 090516

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