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Marketing Case Study Requirements {Questions to be addressed in essay format}
Word length: 1500 minimum, 2000 words maximum
Analysing case studies provide students with insights into real-world companies’ and the problems and challenges they face with marketing and general management decisions. These challenges provide students with an opportunity to diagnose problems, analyse and evaluate the situation and develop strategic decision choices based on the conceptual frameworks learned in this subject.
Subject concepts should form the basis of analysing case information, developing alternative solutions and making recommendations. Students should read the case a number of times and attempt to answer the questions independently. This will highlight areas that you need further information on and you can then conduct the necessary secondary research. Case analysis requires participants to undertake secondary research and apply marketing concepts, theories and empirics covered in the subject to the Case.
You may find sometimes that cases have incomplete information from which to make decisions, or that managers have made decisions based on incomplete information. In this instance, you may need to (a) make some assumptions about why they made these decisions and describe these, or (b) research the company or the industry (or both) and determine the appropriateness of your assumptions or you may wish to conduct some additional research into the industry or similar type of company for ideas and trends. Some cases do not focus on one firm or decision maker but may take an industry perspective. In this case, take the view of a consultant analysing one of the key firms in the industry and how you would analyse the situation for that firm.
From past experience, the most difficult aspect of case analysis for students is the idea of “analysis”. Most students simply repeat what’s in the case in their own words or simply re-arrange the same information. While the latter is definitely desirable and helps students to break up the case into smaller components that can be analysed, analysis takes one further step and that is to explain, using the language of marketing, the implications of this information for the firm and the key decision makers. For many students, case analysis may be new at this stage of the subject. Each case study will be accompanied by a series of questions that need to be clearly addressed in formulating your response to the case. These will require careful consideration and answers will need to be based on the case information, concepts and theories covered during the subject. Following are some general guidelines on presentation and essay writing. Respond to each question in essay format with a short introduction, body and conclusion.
This assessment piece requires you to work individually to research and then present your solutions to the case questions (as per the tutorial guide) in a formal written document that is well structured and appropriately referenced. EACH question should be answered in essay style. An essay has an introduction, body and conclusion.
This written assessment task will help you attain the following learning outcomes:
➢ understand relevant marketing concepts and explain the concepts through application to the specific marketing case questions;
➢ analyze and evaluate case information in a marketing context;
➢ using appropriate information sources, analyze information gathered to provide depth and breadth to marketing case answers; and
➢ demonstrate effective written communication skills and use of correct referencing method.
Ensure that answers are adequately justified where required and that APA referencing method is used.
Do:
Do:
• Present the answers to each question in essay format. This requires well structured paragraphs.
• The word limit of 1500 to 2000 words is a maximum for ALL essays in total.
• Use tables, diagrams and further analysis of data to clarify, illustrate and supplement analysis and support your recommendations.
• Use page numbers, double or 1½ spacing for ease of reading and feedback.
• Use citations from original sources when they are used, using an accepted format such as APA. If sources have not been acknowledge, they will be considered as plagiarised.
• [A citation looks like this: Albaum, Strandsov and Duerr (1994) have described the sales response function…..]. The reference to the above citation is as follows:
• Albaum, G.A., Strandskov, J., Duerr, E., Dowd, L. (1994), International Marketing and Export Management, New York: Addison-Wesley
• Proof read your essays thoroughly, for grammatical and spelling errors.
Do not:
Do not:
• Use bullet points unless you are simply presenting a list which is self explanatory. Bullet points do not lend themselves to discussion and explanations (Note that you are now reading a bullet point which is totally self contained and requires no further explanation!).
• Copy material from other sources without acknowledging the source. Failure to acknowledge the source will be interpreted as plagiarism which is a serious offence.
Marking Criteria:
20 Marks Poor
< 50% Fair
50 – 64% Average
65 – 74% Good
75– 84%
Excellent
> 84%
Content – Case Study
➢ Explanation & application of marketing concepts. Demonstrates understanding of application of concepts in case context. (7)
➢ Answers display breadth and depth to the analysis and evaluation. Sound justification (when required). Relevant answers. (10)
➢ Depth and breadth of research. Evidence of wider reading through cited sources and new information. (3)
/20
Process
10 Marks
Presentation & Layout
➢ Assignment is professionally presented. Figures, tables, appendices are neat, accurate & labelled
/2
Communication Style
➢ Essay style approach used for each question – introduction, body, conclusion. Sentences & paragraphs are well constructed; clear & concise ideas; demonstrates a good grasp of the standard writing conventions
/4
Referencing
➢ APA conventions are correctly applied in text; reference list is presented alphabetically with correct APA syntax
/4
This is the Prescribed Text book (Compulsory) for this subject; our lecture slides are from this textbook.
» Kotler, P., Brown, L., Adam, S., Burton, S., Deans, K. & Armstrong, G. (2010). Marketing (8th ed.). French Forest, NSW: Pearson Education.
The following are the topics our lecturer has taught in the lectures and tutorials.
Class Session Content/Topics
Readings
(refer to page 4 & 5 of Subject Guide )
Kotler, Brown, Burton, Deans, Armstrong
(text book) Related Assessment & or Assignment Due **
Session 1 Marketing: Creating and Capturing Customer Value
Reading to be completed prior to class. 1 ,2
Session 2 Marketing Strategy & 3,
Session 3 Competitive Advantage 4
Session 4 Analysing the Marketing Environment 5 Marketing Proposal Due
Session 5 Marketing Information 6
Session 6 Buyer Behaviour: Consumers and Business 7,8
Session 7 Targeting Customer Markets 9
Session 8 Products, Services and Brands 10,11 Case Study Due
Session 9 Pricing Decisions 12
Session 10 Marketing Channels 13,14
Session 11 Marketing Communications 16
(extra 15,17)
Session 12 Sustainability and Social Responsibility
Revision 19 Marketing Plan Due
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