Sustainicum Collection

Consus The aim of the project is to establish a regional science-society network for sustainability innovations in Albania and Kosovo in order to strengthen the connection and collaboration of institutions in the field of higher education, research and practice.

Resource facts

  • 5 to 10 students
  • up to 1 semester
  • English, Shqip

Resource Description

Instruction file

Additional attachments

Understand Marketing Concepts through exploring case studies; success stories and big failures(Resource ID: 339)

x Please note: module with excess length - more than
7 lecture units required!
Through good and bad economic times, marketing remains the pivotal function in any business. Determining and satisfying the needs of consumers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. In this dynamic, the global world is necessary for the students to understand the basic concepts of marketing by using the case study teaching method. Every week the students will learn and grasp new concepts of the Principles of Marketing and all this new concept will be explored in these different case studies.

It is important that case studies relate to the students’ knowledge and environment in order to address their emotions so that they demonstrate empathy with the case persons. Learning outcomes are more relevant when the case addresses a general problem because the students will be able to apply the outcomes to more contexts. It is important to apply the Case study method because Case studies are included in many university classes in order to present students with complex and uncertain challenges of a real-world situation. Students will be involved into the problem-solving process and this puts them in a situation where there is not only one correct answer, but which requires thoughtful and creative decision-making in an uncertain context. Students are confronted with their values and skills as they need to prioritize which aspects of the case (facts, theories, emotions) they see as the most relevant. Thereby students can develop their strategic and systemic competences as well as interpersonal, teamwork and leadership skills.

Students will benefit most using the case study method when they can apply their previously learned theoretical knowledge and methodological skills.

Preparation for the educator involves selecting appropriate case studies and formulating questions for the students. During class the educator needs to find the right balance between instructor and facilitator as students might need some guidance but should at the same time have enough freedom to discuss solutions on their own.

Following procedure is recommended:

1. Students individually read the case study at home or in class.

2. Students will be divided into 3-5 small groups to discuss the case studies. 

3. The students present their perspectives of the case.

4. The results are commonly discussed.

5. Students reflect the case and answer the questions in a written report.

Case studies can be applied independently, but classes with up to 15 students would be ideal.

Integration of Social Stakeholders
It is necessary to arrange a one-day meeting inviting stakeholders, who have knowledge about Marketing, including:

• Managers of big Albanian companies
• Sales experts
• Price Experts ect.

(For example we can invite one of the Coca - Cola Albania Company managers. He can talk about the price and distribution of Coca- Cola in Albania. He can explain the way they make their distribution. Also he can describe the competition and how hard is to compete with another product like PEPSI). We can conduct a workshop with the stakeholders from Coca Cola Albania and they can share all the experience they have according to what is mentioned above.

Students produce a list of issues to be discussed at the stakeholder meeting and they prepare many questions in order to identify the key issues they need to explore.
1. Case study teaching is a suitable method for the students because it deals with real-world problems.
2. They experience situations they can expect in their future professional life.
3. Case studies help students build business skills.
4. Students get to reflect on their perspectives, values and skills.
5. Students are challenged in systemic thinking and putting their previously learned knowledge into practice.
1. Many times, students are involved in the discussions and they have problems managing the time required for a case study.
2. Hard to draw definite conclusions.
3. Sometimes it is hard to generalize from a single case.
Learning Outcomes
1.Students will learn to identify the core concepts of marketing and the role of marketing in business and society.
2. The case studies are very important to illustrate some of these concepts and they will be used to allow the application of theoretical concepts to be demonstrated, thus bridging the gap between theory and practice.
3. Students will learn to analyze marketing problems and provide solutions based on a critical examination of marketing information.
4. Students will work in groups and discuss case studies from the real-world, so they can apply their knowledge and skills to these group discussions and share their own experiences with each other.
5. The case study teaching method will encourage active learning and also will increase the students’ enjoyment of the topic, and hence their desire to learn.
Relevance for Sustainability
Students need to acquire competencies that enable them to deal with today’s complex sustainability challenges (such as environmental pollution, ethics problems, demographic changes, emerges of new markets in this global world etc.). Using the case study teaching method, students have the possibility to apply their theoretical knowledge and methodological skills by experiencing situations where they need to find solutions for complex and uncertain real-world challenges.
Related Teaching Resources
No specific previous knowledge / related resources required
Sustainability criteria
  • Systemic thinking
Preparation Efforts
Preparation Efforts Description
The lecturer should select the appropriate case study related to the concepts that he/she will present in the next lecture. The lecturer should be well prepared knowing the case studies in order to give the students the right idea of what they should do in certain marketing situations, and sometimes exactly what not to do.
The case study teaching method can be accessed through multiple assignments, such as presentations and contributions to discussions made in class.

All the students should understood the cases but sometimes this can be a real challenge.
Also the students should apply their learning and reflect on their personal work and experience with the case study in a PowerPoint presentation.

The PowerPoint presentation can include the the title of the case study, a short summary of the case study, what the most important findings are, what questions arise, are there difficulties in understanding and applying the approach and the concluding reflection).

The students should be actively engaged in team work.
Credit/Certification Description
Non Applicable
Sources and Links

Case Studies on Marketing by Kisholoy Roy

The Case Centre:, accessed January 2015 (comprehensive information about the case method and a collection of cases)

Funded by
This teaching resource, realised within the project ConSus, has been funded with the support of the TEMPUS of the European Union. The contents reflect the views of the authors, and the European Commission cannot be held responsible for any use which may be made of the information contained therein.

Comments Write Comment


Bora Trajani
This teaching resource is allocated to following University:
UET - European University of Tirana
European University of Tirana


Creative Commons

Pillars of Sustainability

  • economic

Teaching Tools & Methods

  • Written material
  • Brain storming
  • Discussion / debate
  • formteaching_case_study