Cases are used as studies in marketing, so applying marketing theory is the key to excellence in case analysis.
Since you may not be an expert in marketing, you will have to seek out information to help you interpret the case through the lens of a marketing expert.
Scholarly research – recommend 2-3 sources related to the marketing topics featured in the case (words in bold type). This information should be incorporated into your analysis to support/expand your analysis. Marketing101.com is not an example of an acceptable source. “Do additional market research” is not an acceptable answer to case questions. This is an important point. If a case asks for strategy ideas to improve the protagonist’s prospects, make sure one of the strategies is not conduct market research. Marketing managers must often do not have time to conduct additional research and must make decisions on the information at hand – this is your task as well.
Address the marketing terms in your answers. Research what they mean and use that research to assess the case. Apply the research findings to your case analysis. Refrain from providing the definition of the term. Assume that the instructor knows the terms and what they mean.
Provide original ideas, thoughts and perspectives. Analyze. It is not necessary to do “set-up” by citing information from the case. Assume that the instructor has read it (many times) and will understand what you are analyzing.
Refrain from sharing personal opinions, experiences. Write the case in the third person and provide an objective analysis based on your research and understanding of best practices in marketing. This will enhance the veracity of your positions.
Do not include definitions of basic marketing terms and theory. Assume the reader knows what they mean.
Proofread. Check for correct sentence structure and grammar.
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