Teaching note for products 9B13M135 and 9B13M136.

In the early morning of Saturday, July 6, 2013, the chairman of the Montreal, Maine & Atlantic Railway Limited faced a catastrophic situation when a company train carrying crude oil derailed in the small town of Lac-Megantic, Quebec, Canada, causing a series of explosions that decimated the downtown core. Emergency crews fought to put out fires and search for survivors; residents were relocated to a local school to escape the noxious fumes, but .....more

Supplement to 9B13M135.

In early January 2012, the director of social media for the McDonald’s Corporation (McDonald's) was challenged with a tall order. The corporation had just launched a large public relations campaign using the Twitter hashtag “#MeetTheFarmers” to promote connections with family farms and local suppliers. Maximizing a Twitter Promoted Trends expenditure, the director had switched the hashtag from “#MeetTheFarmers” to “#McDStories” halfway through .....more

Teaching note for product 9B13M123.

Teaching note for product 9B13M086.

During the month of November, many men in Canada and around the world participated each year in Movember by growing moustaches and collecting pledges. As a not-for-profit organization, Movember Canada strived to raise both money and awareness for men’s health, specifically prostate cancer. The community development manager for Movember Canada faced an interesting challenge. The participation of more women represented a significant opportunity to make .....more

The Chief of the Australian Army faces a significant public scandal. In recent weeks, allegations have emerged that members of the country’s defence forces, including officers, shared explicit emails and photos that denigrated women. The scandal occurs as the Australian Defence Force is actively encouraging more women to join the ranks of the military. The Chief of the Australian Army needs to devise a strategy to communicate to the victims of the .....more

Teaching note for product 9B13C035.

Teaching note for product 9B13C024.