October 2012

		Coursepack Builder
		New India-Based Cases in Marketing
		Best Selling Cases for 2011-2012
		Free Resources and Tips for Learning & Teaching with Cases

The Coursepack Builder was officially launched in September and has proven to be a popular tool with numerous customized coursepacks being created and downloaded daily!

Log In to create your own custom resource that can be downloaded instantly from the Ivey Publishing website. With enough content to create an entire course, you can use the Coursepack Builder tool to assemble cases, articles & technical notes from the Ivey collection, or any of the other collections available through Ivey Publishing.

Need help? View any of the instructional videos below or email for assistance.

Part 1 - Creating Coursepacks

Part 2 - Building Your Coursepack

Part 3 - Finding & Adding Products to a Coursepack

Part 4 - Changing the Order of Items, Editing & Previewing Your Coursepack

Part 5 - Activating & Purchasing the Coursepack

Part 6 - Managing the Coursepacks: Deleting, Re-Using & Archiving

Part 7 - Adding Delegates

The newest cases from the Ivey case collection are available for review. View New Cases for more details on cases registered in your discipline.

HDFC Life Insurance: Building a Service Brand
HDFC Life Insurance (HDFC Life) was competing in a changing environment as established banks began entering the insurance business. Even though several brands in the category advertised with different positioning strategies, consumers were not receptive. HDFC Life commissioned a survey that seemed to lead the senior manager of digital marketing to a dead end. The challenge was to introduce a differentiation that could be associated with the HDFC brand despite the limitations of the category and the unreceptive mindset of the target segment. The case also takes into consideration the changing lifestyles of potential insurance buyers in India, their new interest in purchasing insurance online and the complexities of developing a services brand in an emerging market.

This case will enable students to understand:

• The complexities of developing a brand in services using brand associations.
• The impact of consumer perceptions on brands in the service category.
• How a lack of perceived brand differentiation should be addressed by a brand manager.
• How sustained brand associations can be used to build emotional relationships with consumers.

Centuryply: Developing a Power Brand in a Commoditized Market
Centuryply operates in the building materials space – specifically, in interior decoration with plywood, laminates, and decorative veneers – alongside other categories like cement, shipping, and logistics. In India, this market is dominated by unorganized players, and plywood has always been treated as a commodity by marketers. Given the boom in real estate across residences and offices, as well as the current rapid lifestyle changes in India, the company expects sustainable and continuous growth and wants to achieve greater success in the wood furnishings category. Centuryply views investment in brand-building as a way to beat commoditization.

Learning Objective:

• To showcase how innovative marketing and forward-thinking vision could help companies create a successful brand. The case was developed to help participants develop their creative, analytical, and strategic brand management skills.
• To explain how a comprehensive understanding of consumer insights, innovative products, and communication helped Centuryply position itself as a dominant lifestyle brand in the Indian plywood industry.
• To encourage discussion on how market research can be used to understand the consumer mindset and develop branding strategies.
• To describe the critical importance of the role of a groundbreaking product mix and brand portfolio management in gaining sustainable success in any market.
• To discuss the role of innovative communication strategies to ensure creative brand differentiation in a commoditized market.

ideaForge: Mechanical Charger
ideaForge, manufactured and sold two types of products: mechanical chargers and other conventional chargers such as bike chargers. The mechanical charger, an innovation of ideaForge, was a product that could produce electricity through mechanical operation. The sales of other conventional chargers were increasing, while the sales of mechanical chargers were decreasing. 

The company faced two major challenges while running the business: how to market this innovative product to customers used to traditional mobile phone chargers, and whether the company should increase the product range or concentrate on existing products. The decision that had to be made was whether to sell only through distribution channels or through a sales force, or both.

The case explores the role of channel members in the diffusion and adoption of new and socially innovative products. The case is structured to achieve the following learning objectives:

• To understand the challenges faced by a social entrepreneur while introducing a new eco-friendly product.
• To assess the costs and benefits of alternative courses of action when marketing eco-friendly products.
• To identify the business opportunities for extending the product offerings.
• To come up with a plan for expanding a business that has little start-up capital.

Did you know that over 1.6 million copies of Ivey cases are used at thousands of business schools around the world? With cases written by leading Ivey faculty and by authors from around the world, the Ivey case collection represents a wide range of business issues from a truly global perspective.  We would like to thank all of our authors for their contribution to the Ivey case collection and highlight some of our best selling cases for 2011-2012. 

Molson Canada: Social Media Marketing by Deborah Compeau, Israr Qureshi

FIJI Water and Corporate Social Responsibility - Green Makeover or Greenwashing? by James McMaster, Jan Nowak

Entrepreneurs at Twitter: Building a Brand, a Social Tool or a Tech Powerhouse? by Simon Parker, Ken Mark

Visit our website to view our entire Best Selling Case Collection which includes a variety of case studies across all major business disciplines.

If teaching with cases is new to you, or if you are looking for a way to improve your current methodology, check out these free resources available from Ivey Publishing.

Learning with Cases, 4th Edition
A complementary copy is available upon request. This soft cover book is a concise handbook written specifically for students to enhance their learning with cases. Numerous and helpful suggestions cover the complete case learning process including individual reading and preparation, small group discussion, large group (classroom) discussion, making case presentations and writing case exams and reports ... More

The Business Plan Presentation
This complementary case has been written to help students understand the importance of class management and illustrate the challenges associated with English as a Second Language (ESL) students and how to best approach these students to ensure their language difficulties do not limit their learning. It also emphasizes the need for instructors to be clear about course objectives and class requirements. The case can be used in a course on teaching, ideally in a section on class management, teaching ESL students or teaching in a cross-cultural context. It can also be used as preparation for participants in student-run initiatives in developing countries. Registered academics can Log In to download the accompanying teaching note.

Plagiarism and Discipline
When a professor finds out that one of the groups in her Management Information Systems (MIS) MBA class had plagiarized part of their assignment from other sources, she did not know what to do. Plagiarism was not an unusual situation to her; in the past, she had always reported it. Her university also took plagiarism seriously; students who were caught were expelled from the university. But this situation seemed a little different, and she wondered whether reporting the students and having them expelled was the sensible approach this time.

This complementary case is designed to support workshops and teaching on the subject of teaching and learning with cases. This case emphasizes issues of dealing with student plagiarism on a case analysis assignment.

Read the case teaching tips Christopher Williams, Assistant Professor of International Business at the Richard Ivey School of Business recently shared with the Global Business School Network.