An Investigation Of Strategic Decision Making In Service Marketing Through Case Study Development And Analysis

Abstract

Through the collaborative efforts of an undergraduate student and a professor of marketing, this paper focuses on a case study and corresponding teaching notes developed as a final component of an independent study in service marketing. The case utilizes the hospitality industry as the template for analysis of the appropriateness of marketing strategies in a growth industry with a corresponding high level of embedded competition. The paper demonstrates how the professor utilized the development of the case study as a pedagogical methodology to provide the independent study student with a transition to the higher levels of a learning taxonomy while simultaneously developing a comprehensive evaluation instrument to foster a higher level of learning for students enrolled in the introductory undergraduate marketing course.