Leading the evolution of financial advice MLC is one of Australia's largest financial institutions. It has become a leader in the financial services industry by developing and championing a new advisory business model designed to encourage industry transparency and increase customer confidence. After reading this Case Study, students should be able to: Understand the importance of having a wealth management strategy  Explain the importance to the industry of the new business model Discuss the different…

Refreshing a successful brand This Case Study focuses on marketing and advertising, and the creation of a successful brand. It outlines MLC’s introduction of a 'fee-for-service' business model, and examines how the company has conveyed these changes to the public, increasing brand awareness. As a result of reading this Case Study, students should be able to: Understand what is meant by marketing and advertising, and how these two concepts differ  Understand why brand awareness is…

Changing the face of financial services This Case Study investigates the changes that MLC and NAB have been making to the way banking and wealth management is structured throughout their organisation. As two of Australia’s most prominent financial institutions, the companies have led the way in implementing a fairer business model with the aim of improving trust and transparency in the relationship with their customers. After reading this Case Study, students should be able to:…

Developing world-class drama This Case Study investigates the issues and challenges facing free-to-air (FTA) networks in producing local content and drama. To ensure a successful local industry, the Australian government has implemented a quota system. Roles available within the industry are identified. Examples of Network TEN's commitment to producing homegrown drama that appeals to its target audience are illustrated. As a result of reading this Case Study, students should be able to: Understand the economic…

Reality-based advertising This case study investigates the increasing prevalence of product integration through sponsor involvement on reality-based television shows such as Network TEN's Big Brother. The reasons why a company would choose product integration are discussed, and the importance of matching product to viewer demographics is analysed. As a result of reading this Case Study, students should be able to: Understand product integration as an advertising concept  Explain how advertising creatively build greater brand awareness…

Fuelling New Zealand's future This Case Study deals with the New Zealand Refining Company and the challenges it faces as an organisation dealing with a variety of issues as it continues to grow and be accountable to its stakeholders. The Case Study demonstrates how NZRC contributes to the economy, maintains employee safety, continues its approach to environmentally sustainable growth all while being an employer of choice. As a result of reading this Case Study, students…

Nike Responsibility This Case Study will profile the approach that Nike - the world's market leader in the design, marketing and distribution of authentic athletic footwear, apparel, equipment and accessories - has taken to address and promote the issue of corporate responsibility, through a range of targeted programs and priorities. As a result of reading this Case Study, the student should be able to: Understand that it makes good business practice for a business to…

Developing a sustainable energy product Origin Energy is a leading Australian integrated energy company, supplying electricity and gas to households and businesses. Origin Energy has developed and introduced the GreenEarth portfolio of energy products. As a result of reading the Case Study, students should be able to: Explain how Origin Energy identified an opportunity to reduce the environmental impact of energy production through developing sustainable energy products Outline how Origin Energy applied the theory related…

The new energy in the market This Case Study examines the potential for Australia’s uranium reserves to help meet world energy needs. It explains nuclear energy in comparison to other energy sources and examines the benefits of uranium export to the Australian economy. It also outlines how Paladin Energy developed a strong business through aligning its strategy to market demand. As a result of reading this Case Study, students should be able to: Outline the…

Delivering through effective project management This Case Study discusses the role of the Project Management Institute in promoting effective project management. It examines the benefits of project management to business and as a career option and explains how projects are run. As a result of reading this Case Study, students should be able to: Explain the role of a Project Manager Understand the different phases of a project Discuss the role of industry bodies such…

Doing business the right way This Case Study looks at the importance of Corporate Social Responsibility (CSR) and responsible corporate citizenship in today’s business environment. It examines the ways in which Reckitt Benckiser is addressing these challenges, explaining the importance of effective CSR to stakeholders. As a result of reading this Case Study, students should be able to: Understand the need for a formalised CSR strategy and benchmarking intiatives Outline the ways in which Reckitt…

Marketing in the digital age This Case Study examines how communication channels, and therefore marketing, are changing. It discusses how Reckitt Benckiser has recognised a change in consumer habits and has adapted its marketing methods in order for these to remain effective. After reading this Case Study, students should be able to: Explain how changing consumer habits are driving a change in marketing channels  Discuss the changes Reckitt Benckiser made to its media mix Describe…

Taking a brand online This Case Study examines the development of Reckitt Benckiser's online marketing strategy for the Clearasil 'Be Yourself [For Real]' campaign. It discusses the concept of the brand and looks at the development of the website as part of the overall Clearasil marketing strategy. As a result of reading this Case Study students should be able to: Discuss the concept of the brand footprint and its strengths, weaknesses, opportunities and threats Understand…