About Marketing Case Tutor (MCT) - Volume 2
The cases in
Marketing Case Tutor (MCT) 2 are written to help the marketing student
apply the theories and concepts learned in marketing courses and to
become better at the process of critical thinking. Volume 2
contains 23 cases. Most of these cases are relatively short, and
all provide the opportunity for the preparation of in-depth written
and extensive in-class discussion. The key to
the analysis of any of the cases is to fully understand the
relevance of the marketing theories and concepts that apply. Use
this theoretical and conceptional foundation to support your analysis
and decisions. Avoid taking positions that cannot be supported by
the contents of the case.
At the end of
each of the cases are questions that can serve as the focus of
discussion and for the purpose of report preparation. Some of the
cases identify the key marketing theories and concepts on which you
need to focus; for the other cases, you are on your own. Some of
the cases can also be used for the preparation of case reports based on
the full-case-analysis approach (e.g., The Midnight Motel, He Shoots!
He Scores! But Not for Long, The Gourmet Café I, and The Gourmet
Café II). The three Gourmet Café cases provide the
opportunity to learn about questionnaire design, basis data analysis,
coding, and advanced data analysis. The Gourmet Café
I (The Questionnaire) case includes a copy of the questionnaire used in
an actual study. The Gourmet Café II (The Results) case
includes the basic descriptive data analysis results for the study
(i.e., frequencies). The Gourmet Café III (Coding and
Advanced Analysis) includes the raw data file from the study to allow
the student to carry out further analysis (e.g., crosstabs) using SPSS
or Excel (or similar statistical programs). A copy of the
questionnaire is also included in the latter two cases for reference.
The MCT website
includes one approach to the full-case-analysis approach (see The Case
Study Approach link). This
approach can be used as a general guide in your analysis of any
The cases in
Volume 2 of MCT can be used in a variety of marketing courses.
The cases are primarily written for use
in a Principles of Marketing course, however, selected cases can be
used in Retailing, Consumer Behaviour, Supply Chain Management,
Operations Management, Advertising, Product Management,
and Marketing Strategy courses. The cases can be used at the
undergraduate and graduate levels and for management training. An
additional 16 cases can be found in Volume 1 of MCT.
Even though the
majority of the cases are based on Canadian situations, they are just
as applicable to
any local market. The cases can also be studied from an
International perspective. Marketing students from around the
world can benefit by using the cases in MCT, no matter where they live.
Once you have
mastered the analysis of relatively short cases, you will be ready for
take on longer and more complex case analysis situations, including
pedagogical journey through the ever-changing world of marketing!
Note on Using Adobe Reader:
When using the cases, if you right click on a clear area at the top of
the frame of Adobe Reader, a dialogue box opens that gives you the
option to hide the tools bars. Doing this will allow more of the
case to show on screen. Reload the case from the menu to get the
tool bars to re-appear.