ISBM (segmentation, positioning)

The ISBM is a non-profit global network of researchers and practitioners headquartered at Pennsylvania State University, largely supported by corporate membership fees. ISBM membership renewal was under pressure in 2008 due the economic downturn, the ISBM needed to determine how best segment and target its existing and prospective members to maximize retention and growth.  Students are challenged to determine the appropriate segmentation for existing members as well as how to classify prospective members according to the segmentation model.

Managerially complex
50%

A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is best suited for advanced students or executive education settings.

Technically complex
40%

A case study is deemed technically complex when its solution requires extensive data manipulation, or when it requires to jungle with more than one marketing model.

Recent
80%

Some case studies depict historical problems taking place decades ago. While graduate students and executive education participants have no problem with these cases, undergraduate students might find them dated.