Teaching Case Studies - Marketing and Branding
Cite this publication as
Jan-Philipp Büchler (Hg.), Jennifer Decker (Hg.), Teaching Case Studies - Marketing and Branding (2018), Logos Verlag, Berlin, ISBN: 9783832592110
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Descripción / Abstract
In this case study book we present real teaching cases in branding and marketing which are suitable for Bachelor and Master Programs in International and Strategic Management. Case study learning and teaching offers students and lecturers a great opportunity for class discussions on prevailing topics. Case studies can be used for individual and group work. The structure of the cases allows lecturers to use it in different contexts regarding exercises and educational objectives. Case teaching provides an interactive and challenging environment, involving diverse perspectives and complex interdependencies that trigger thoughts and discussions about practical business challenges.
Índice
- BEGINN
- 1 Market Orientation and Brand Strategies
- 1.1 RENOVA: Branding RENOVAted
- 1.2 BLU eCigs UK: A Smoking Hot Dilemma
- 1.3 VERNEL: Spring Awakening
- 1.4 T-TECH by TUMI: The Future of an Endorsed Brand?
- 1.5 GUINNESS Nigeria: Is the Brand Losing its Power?
- 2 Branding Innovations in the Digital Age
- 2.1 ADESSO: Business Model Innovation and the Internet of Things
- 2.2 The “KODAK Moment† is Dead. Long Live Kodak!
- 2.3 VOLVO and the Connected Car
- 2.4 NYX by L†™Oréal: Make up your Instagram
- 3 Corporate Social Responsibility and Marketing Communication
- 3.1 COFFEE CIRCLE: Vision vs. Mission. Risks in Social Start-ups
- 3.2 VAUDE: The Spirit of Mountain Sports: Sustainability is their Strategy
- 3.3 LEMONAID: The “Good† Brand
- 3.4 OMEGA: When is an Olympic Gold Medalist not Good for your Brand?
- 4 Case Overview