BCO324 CASES IN MARKETING Assessment 1 Task brief & rubrics

BCO324 CASES IN MARKETING Assessment 1 Task brief & rubrics

Task: Case Study – Development

• Individual assignment. The student is given the following case scenario and shall work towards a set of proposals to be implemented. • Theme of the Case: Airlines Industry. The airliners are facing a passenger’s decrease following the raise of transportation substitutes and environmental

concerns on CO2 emissions. The airliners now turn to Marketing to face the challenge to attract more passengers. • Each student will propose a different Research Question to analyze how this situation could be solved. • The Table of Contents will be as follows:

1. Introduction 2. Background and Problem identification 3. Research Questions and Research Methodology 4. Analysis 5. Solutions/Recommendations 6. Conclusions

• The student is encouraged to quote relevant publications, such as academic journals and books, case studies or business reports to support the arguments. To find relevant publications, please browse through EBSCO, Google Scholar, and other academic databases.

Submission: Week 5 – Sunday 27th February 2022, at 23:59 CEST (via Turn-it-in).

Weight: This task is a 20% of your total grade for this subject.

Formalities: • Wordcount: 2.000 words. • Cover, Table of Contents, References and Appendix are excluded of the total wordcount. • Font: Arial 12,5 pts. • Text alignment: Justified. • The in-text References and the Bibliography have to be in Harvard’s citation style.

It assesses the following learning outcomes: • Analyze the principles, theories, concepts and dynamics of marketing. • Apply these principles and tools in case study analysis. • Develop planning, research, analytical and problem-solving skills through case studies of real business situation. • Integrate the concepts &techniques learned through application in the preparation of case study analysis.

Rubrics

Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69 Problem

Identification (20%)

The business issue has been correctly identified, with a competent and comprehensive explanation of key driving forces and considerations. Impact on company operations has been correctly identified. Thorough analysis of the issue is presented.

The student correctly identified the issue(s), considering a variety of environmental and contextual drivers. Key case information has been identified and analyzed.

The student correctly identified the case (issues), considering obvious environmental / contextual drivers. There is evidence of analysis, but it lacks depth.

The student correctly identified the issue(s) but analysis was weak. An absence of context – the work is basically descriptive with little analysis.

Information Gathering

(30%)

The student showed skill in gathering information and analyzing it for the purposes of filling the information gaps identified. Comprehensive and relevant

Relevant information gaps were identified, and additional relevant information was found to fill them. At least two different types of sources were used. The student demonstrates coherent criteria for selecting information but needs greater depth.

The student correctly identified at least one information gap and found relevant information, but which was limited in scope. Some evidence of sound criteria for selecting information but not consistent throughout. Needs expansion

An information gap was identified, and the student found additional information to fill it. However, this was limited in scope. Weak criteria for the selection of necessary information.

Problem Solving (20%)

The student used problem solving techniques to make thoughtful, justified decisions about difficult and conflicting issues. A realistic solution was chosen which would provide maximum benefit to the company. Alternative solutions were explored and ruled out.

The student used problem solving techniques to make appropriate decisions about complex issues. Relevant questions were asked and answered. A realistic solution was chosen. Alternatives were identified, explored, and ruled out.

The student used problem- solving techniques to make appropriate decisions about simpler issues. The solution has limited benefit but does show understanding of implications of the decision. Alternatives were mentioned but not explored.

The student used problem solving techniques to make decisions about simpler issues but disregarded more complex issues. Implications of the decision were not considered. Alternatives were not offered.

Solutions (30%)

The conclusion was reasonable but lacked depth and would not be a basis for suitable strategy development

The student reached conclusions, but they were limited and provided minimal direction for decision-making and solutions.

The student evaluated, analyzed, and synthesized to create a conclusion(s) which support decisions and solutions.

The student evaluated, analyzed, synthesized all information provided to create a perceptive set of conclusions to support the decisions and solutions