The University Club
Publication date: 12 November 2018
Abstract
Synopsis
The case was written to help students understand the value that a product or service can offer a consumer in terms of helping them accomplish important tasks and overcome obstacles. It is intended to help students understand the link between marketing strategy and different business models.
Research methodology
The case was written after two of the co-authors assisted the organization with developing a marketing strategy and communications plan. The details in the case were gathered through personal interviews with staff as well as document analysis, including marketing documents, financial statements and strategic plans.
Relevant courses and levels
This case is suitable at the undergraduate level in third and fourth year marketing courses or strategy courses where all students have completed, at minimum, an introductory level marketing course. It can also be used in graduate-level business administration courses that focus on marketing strategy and positioning.
Keywords
Acknowledgements
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The authors may have disguised names; financial, and other recognizable information to protect confidentiality.
Citation
Delbaere, M., Klassen, B. and Hess, B. (2018), "The University Club", , Vol. 14 No. 6, pp. 694-715. https://doi.org/10.1108/TCJ-10-2017-0098
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited