Peer Review

There are 32 cases.  These cases are old (around 30 years) but still relevant, although modifications may be necessary.   These cases are designed to cultivate dialogue.  Prioritizing or determining the best course of action is not discussed in the notes.  The first five were reviewed.  My recommendation would be to use the cases, cite the copyright, and modernize the information.         

The first will energize debate.  It succinctly creates a scenario fraught with a professional and ethical dilemma, although it is probably less likely to happen now.   The teaching notes lay out the case according to i) relevant facts; ii) ethical issues; iii) ethics of the alternatives; practical constraints; and actions to take.  What the notes lack is justified resolution.  They foster discussion.  It is a poignant case.  A knowledge of ethical theories is needed.    

The second case is about inside information in the competitive bidding process.  The legal ramifications need to be determined, which the case broaches but does not answer.  Laws may differ by state and municipality.    

The third case is based on a true scenario.  The general comments are better than the other cases in laying the scenario out.  The perception of the tobacco industry is much different now than in 1992 when the case was written.  The trade (retailers and wholesalers) has less influence than in 1992 because manufacturers can sell through the Internet now.  The case references the American Marketing Association’s Code of Ethics, which has probably been revised multiple times in 30 years.  The teaching notes are much better than the previous cases.     

The fourth case details shrinkfaction.  Still much in vogue among manufacturers.  It was a popular strategy recently when inflation was rampant. The price of a bag of potato chips has increased dramatically in 30 years; you would have to update the price.  The case is categorized appropriately and comprehensively.  It should provide more of an economic answer based on market share and profit.   

The fifth focuses on comparative advertising.   Print and television ads are the alternatives listed, which date the case.  There are industry-lead organizations designed to ferret out deceptive advertising.  The case does not discuss these.  You would need to show the FTC guidelines for comparative advertising.  Artificial intelligence has progressed rapidly and may soon eliminate the copyright profession.        

Collection

In-class

Homework assignments 

Group discussions

Individually

Reviewer used Google Chrome and experienced no difficulties.

Students will be able to:

Discuss various marketing cases

Demonstrate marketing knowledge

Interpret case studies 

Create discussion papers based on the case study and discussions with others

Upper-level undergraduate strategy or marketing classes 

Basic understanding of marketing principles