In 1999 the House of Commons in the United Kingdom did an investigation of advertising agencies involved in the promotion of tobacco products. The Centre of Tabacco Control Reearch at the University of Strathclyde then used the TobaccoPapers.com searchable archive to develop five marketing case studies, including: discount brands; sponsorship; the low tar category; rolling tobacco; and tobacco marketing to young people. The module includes five case studies on the marketing of tobacco, as compiled by The Centre for Tobacco Control Research and based off of the United Kingdoms tobacco industry. There are five specific areas covered in these studies: Discount Brands, Sponsorship, the Low Tar Product Category, Rolling Tobacco, and Tobacco Marketing and Young People. Each case study is summarized on the initial site, with links provided for the full document.
Type of Material:
Case Study
Recommended Uses:
Recommended uses could include faculty research, college classroom projects and helpful tools for marketing professionals. Due to the length of each case, this module would best be read outside of class. It could then be utilized as outside of class work, or as in-class discussion. It can be used for both individual and team work.
Technical Requirements:
Computer and Internet access.
Identify Major Learning Goals:
To expose students and faculty to a rich database of information about the marketing of tobacco products in the United Kingdom and Europe. The purpose of the site is to provide marketing-related information on the tobacco industry, and do so in a case study format. Each study has its own learning goals, i.e. the study on Discount Brands highlights the effect of pricing on the consumption of cigarettes, while the Low Tar Product Category highlights the effect of perception on the consumption of cigarettes.
Target Student Population:
These cases are particularly relevant to Principles of Marketing, IMC or Consumer Behavior, but could utilized in a wide variety of instructional activities and disciplines, including Healthcare. The terminology and wording of each case is easy to understand, and is appropriate for high school, college or graduate studies.
Prerequisite Knowledge or Skills:
Appreciation of the module is enhanced by a marketing-related education, however since most cases are newsworthy, readers should have a generalized understanding of these issues already. No prerequisite knowledge would seem to be needed.
Content Quality
Rating:
Strengths:
Diverse topics are covered and the data is recent. It is very thorough in its description of the marketing of tobacco products, plus the website
to easy to navigate and there are many links to related research, press releases, and access to detailed searches. The case studies are very easy to understand, and provide a worthy insight into the tobacco industry and many controversial issues surrounding it. The information is compiled and supported from a number of reliable sources, and each case study is self-contained in that it provides evidence and conclusions. The information is interesting to read, and integrates the marketing topic very clearly.
Concerns:
The cases were written in 2003, and based on data/information from the 1990s. Additionally, though the US is referenced at times, much of the information is based on United Kingdom findings. Instructors who want a more timely resource for students would need to look elsewhere.
Potential Effectiveness as a Teaching Tool
Rating:
Strengths:
Each case is written with a clear introduction, evidence and conclusion. Within each case, there is an organized flow of information with supporting statistics and relevant connections to the marketing field. Each is approximately 12 pages long, with easy readability, and much can be learned and discussed from the data given. The five case studies could be effective for many audiences, including faculty members and both undergraduate and graduate students.
Concerns:
It would be important to keep the archives updated with the latest findings in other market areas, such as Asia and the Americas. The case does not have accompanying questions for thought and/or other related learning activities. Instructors wishing to utilize this as more than a reading/oral discussion exercise would need to create additional assignments.
Ease of Use for Both Students and Faculty
Rating:
Strengths:
Incorporating this module into a lesson plan would take little effort or energy, and would seemingly be an interesting subject for students of all ages. The information provides a clear real-world example of a familiar industry, and data to support/refute many of the controversial topics so commonly found in the news. The material was very easy to access. Absolutely no problems at all.
Concerns:
Although the concepts appear to still be timely, there is always a concern that the older data/information would be questioned as valid in todays world. Instructors may feel the need to update the information in the cases, thereby requiring additional work.
Creative Commons:
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