Cases in Marketing Spring 2014
Individual Course Project
The course “Cases in Marketing” is offered as a substitute for the Internship. Due to this
aspect, course requires students to obtain considerable knowledge of marketing activities
at the company operating on Kazakhstani market (local or international).
Students are supposed to find the company of their choice or an interest and to establish a
contact with company’s manager representing marketing department (marketing manager,
marketing director, brand manager, etc.). Instructor is willing to help in establishing the
contact with the company and provide with the letter (confirmation about student being
involved in course project development).
Students are expected to obtain as much information as possible about marketing strategies
and tactics of company selected, markets, clients, specifics of business. The nature of the
problem that will be raised in your case project may vary a lot from company to company.
There are main aspects that must be covered in every project:
•Introductory paragraph (short description of the problem/ issue / challenge)
•Company background
•Company history
•Markets where this firm operates (detailed description: population size if its
B2C business, market growth, specifics of the market, changes due to financial
crisis, etc.)
•Company clients (B2G, B2B, B2C depending on the company’s business),
number of clients, groups of clients, profile of customers (as many details as
possible)
•Consumer/customer behavior trends on the Kazakhstani or Almaty city
market
•Industry ( number of players, entry, exit barriers, substitute products)
•Competitors (their markets, size of operations (sales, market share,
competitive advantages)
•Challenges that managers in the company of your choice face (problem of the case
