MKTG 490; Spring 2014; Dr. Carter
*** MARKETING PLANNING CASE STUDY GUIDELINES ***
(15 points for each Case Study … Discussion = 5 Points & Report = 10 Points)
Case Study Overview
The Case Study section of our course addresses two learning outcomes:
1) Demonstrating how marketing planning concepts are correctly applied in strategic marketing situations
2) Understanding how actual marketing planners make strategic decisions.
The first learning outcome of planning concept application is achieved by focusing on 6 chapters that frame
strategic marketing planning decisions. These 6 chapters are divided as follows to fit 4 marketing planning cases:
a) Planning Strategic Direction for a Specific Target Market (chapters 4 & 5)
b) Planning Product/Branding for a Specific Target Market (chapters 4 & 6)
c) Planning Pricing & Distribution for a Specific Target Market (chapters 4, 7 & 8)
d) Planning Promotion for a Specific Target Market (chapters 4 & 9)
The second learning outcome of planner decision-making is achieved by developing a “planner persona” to
inform, guide, and enhance the strategic planning decisions required for each case. Planner ‘persona’ are
composed based on three information sources:
a) The “personified planner” selected by the group based on individual student feedback
b) The “persona template” development sequence
http://www.romanpichler.com/blog/agile-product-innovation/persona-template-for-agile-product-management/
c) The experiences and intuition of individual group members regarding the planning decision process.
These two learning outcomes are combined to form a triangle of marketing planning skills.
YOU
ACADEMIC PLANNING INSTRUCTION
MARKETING
PLANNING
ACTUAL PLANNING INSIGHTS
Case Study Discussion Rubric (Returned the Tuesday following Thursday Discussion)
The Case Study discussion will occur in class with prior preparation expected. The preparation entails reading the
case, studying the chapter concepts associated with the case, and discussing the “planner persona’ decision
making approach with group members. Given the appropriate preparation, the Case Study discussion is graded
using the following rubric for each group during the class session in which it occurs. Credit is earned for each of
the four criteria based on the actual verbal discussion comments observed from each group. The discussion will
proceed according to the criteria sequence shown below (A, B, C).
*** TASKS INCORPORATED INTO CASE ANALYSIS STEPS***
(A)
(B)
(C)
Case Content Facts Chapter Concept Application
Planner Persona Insight
(25%)
(50%)
(25%)
Group 1
Group 2
Group 3
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MKTG 490; Spring 2014; Dr. Carter
*** MARKETING PLANNING CASE STUDY GUIDELINES ***
(15 points for each Case Study … Discussion = 5 Points & Report = 10 Points)
Case Study Report Format
(Due the Friday following Wednesday Discussion)
The typed Case Study Report for each group will consist of 4 separate sections, aligned with the “case analysis”
steps. http://www.mhhe.com/business/management/thompson/11e/case/prepare2.htm
 Section 1: INTRODUCTION … 3 – 5 sentences
Provide an Introduction to the company/brand situation in the case and the strategic CONCEPT planning focus.
 Section 2: PROBLEM IDENTIFICATION … 1 - 2 paragraphs
Provide an Identification of the Strategic Problem facing the company/brand which is based on a specific
chapter CONCEPT that can be applied to frame that particular “problem.” The “problem” can either address
a positive marketing strategy horizon or a negative marketing strategy hazard for the company/brand.
 Section 3: ANALYSIS (of Problem Causes) & EVALUATION (of Alternative Solutions) … 1 – 2 pages
FIRST -- Provide an Analysis of Problem Causes based on logical inference from the specific CONCEPT applied
to the case material (not research), including factors framed by the CONCEPT that may have given rise to the
positive or negative situation facing the company/brand.
SECOND – Provide an Evaluation of Alternative Solutions by specifying two or three or four plausible plans to
solve the strategic company/brand problem using the framework for a specific CONCEPT. In addition to
specifying the alternative solutions, the pros and cons for each strategic alternative should be briefly described
by applying the CONCEPT framework. Use tables, outlines or bullet-points to list pros and cons.
 Section 4: RECOMMENDATION OF STRATEGIC SOLUTION … 1 – 2 paragraphs
Provide a Strategic Recommendation for solving the problem identified for the company/brand by selecting
one of the alternatives evaluated using a specific CONCEPT framework in the preceding section of the case
analysis. It is also acceptable to recommend a combination of the strategic alternatives profiled, if that
approach addresses the problem best. A logical explanation of how and why the recommended solution
resolves the strategic problem must also be included. Whenever possible, this explanation should also rely on
pertinent marketing concepts from the relevant textbook chapter(s).
The Case Study Report should be typed according to the following standards:
1.
Document Type -- Microsoft Word ONLY.
2.
Length – 3 to 4 page MINIMUM range, double spaced, with no penalty for exceeding (see length specified for each section).
3. Format – Cover title page, headings and subheadings that follow the “Case Analysis” steps, double spaced typing with an
extra space between paragraphs, 1 inch margins on all sides, Times 12 pitch font.
4. Exhibits & Illustrations (NOT REQUIRED) – However, all exhibits and illustrations (including web/video links) must be
presented in a professional manner. However, original material is NOT required, given the time and talent restrictions of our class.
Instead, sample textbook slides and online content to compose exhibits and illustrations.
5. Accountability (REQUIRED) – An appendix table must be included at the end of the report for each student to specify their
project contribution in terms of both report content produced and work activity that is not presented by report content.
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