About Marketing Case Tutor (MCT) - Volume 3
The cases in
Marketing Case Tutor 3 (MCT3) 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 3
contains 20 cases. Most of these cases are relatively short
(except the Nurdle, Airline Ticket Sales, Retail Pharmaceutical,
and Movie Rental cases), and
all cases provide the opportunity for the preparation of in-depth
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.
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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).
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 3 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,
Distribution, Retailing, Integrated Marketing Communications,
Promotion, Advertising, Product Management,
and Marketing Strategy courses. The cases can be used at the
undergraduate and graduate levels and for management training. There
are an additional 16 cases in Volume 1 and an additional 23 cases
and data sets in Volume 2 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.