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From Case to Insight: A Case-Based Approach to Societal Marketing Research

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This teaching note presents a structured, case-based content analysis assignment that introduces undergraduate marketing research students to societal marketing research. Using the Raise Craze school fundraising cases, students practice disciplined observation, systematic coding, application of core marketing frameworks, and reflexive analysis of research pitfalls to understand how marketing decisions shape societal outcomes and multi-stakeholder impact.

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    AUDIENCE

    • Undergraduate

    AUTHOR

    Bela Florenthal

    Professor of Marketing at William Paterson University, Cotsakos College of Business

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