MBA Case Studies: Marketing

Author: Kong Wen
Publisher:
Publish Date: 2006-01-01
Features: Case teaching, as an effective management teaching method, has been widely promoted in China. Case study, as an important research method, has also gradually gained attention. However, localized cases are insufficient in both quantity and quality, which does not match China's long-term rapid economic growth and the rich diversity of domestic management practices. For over a decade since the establishment of the MBA School of Dalian University of Finance and Economics (formerly the MBA Education Center), we have consistently emphasized case teaching while taking practical measures to focus on case creation. One of our approaches is "reading and writing combined," encouraging MBA students to write case studies as part of their graduation thesis under the guidance of teachers. At the same time, as a key research base for humanities and social sciences under the Ministry of Education, the Industrial Organization and Business Organization Research Center, we also strive to apply case studies as a targeted research method and actively involve EMBA students with rich practical experience and research capabilities in the research work of multiple key projects undertaken by the center, achieving multiple benefits with a single effort. In this case collection, we have carefully selected 23 cases from the MBA case library, covering major aspects of marketing such as marketing channels, competitive strategies, pricing and combinations, etc., and spanning multiple industries including electronics, telecommunications, healthcare, finance, real estate, and food.