About Marketing Case Tutor (MCT) - Volume 2


The cases in Marketing Case Tutor (MCT) 2 are written to help the marketing student to 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 reports 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 case.

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 real-life projects.

Enjoy your 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.