What is Synopsis

Using primary and secondary data, this case study analyzes the issue KORFEZ must face during the COVID-19 pandemic and demonstrates how KORFEZ may deal with its lack of digital marketing-related initiatives and digital communication weaknesses throughout the pandemic. It highlights the need of making judgments while considering all promotional instruments in marketing, including digital ones, and provides a real-world example that can be addressed from both an academic and a practical standpoint. The teaching case's subject field is marketing, specifically marketing communication. The teaching case may be utilized at the undergraduate and MBA levels. Successful students will be able to improve their theoretical knowledge of strengths and weaknesses analysis, critique elements of the promotional mix in integrated marketing communication, critique a digital marketing strategy, and learn how to lead unusual situations such as a pandemic in terms of marketing-related issues after completing this case study.