STRATEGY MAPS: EXPLORING CASE STUDY METHODOLOGY THROUGH MART (MALAGA RACING TEAM)

Abstract

This paper presents the experience developed in the course entitled Organisational Management of the second year of the Degree in Marketing and Market Research at the University of Malaga focused on the development of the strategy map of MART (Malaga Racing Team) for the 2022/23 season. MART, a multidisciplinary team made up of more than eighty students from twenty different undergraduate and postgraduate disciplines at the University of Malaga, participates globally in Formula Student. The proposal is based on the case analysis methodology, encouraging students in this subject to carry out a preliminary diagnosis of MART, define its strategic framework (mission, vision and values), and identify and represent a series of strategic objectives grouped by perspectives (economic-financial, customer-market, internal and learning-growth), together with their corresponding causal relationships. This teaching-learning methodology contributes to the achievement of specific and complementary goals of the subject, providing students with the opportunity to apply the knowledge acquired in a practical environment.