Basic REPORT Structure for MKT00720 Case Study Analysis
Cover sheet
Title page: Front matter – check requirements (Separate pages)
1. Introduction
No more than 10%
1500 word report = 150 words
Beginning of essay or report:
Introduce topic – move from general to more specific; give brief background, explain why marketing is important, scope of report, core concepts and companies. Tell the reader what the report will cover (This report will analyse the marketing strategies of…..) (10 marks)
2. Body
80% of report = 1200 words
Section 1 – Key point case study #1:
Describe company A context; give examples of marketing process, explain competitive gain and support from theory/research using references. Explain reasons for advantage. Link back to your main topic. (15 marks) (150 words approximately)
Section 2 – Key point case study #2:
Describe company B context, give examples of marketing process, explain competitive gain and support from theory/research using references. Explain reasons for advantage. Link back to your main topic. (15 marks) (150 words approx)
Section 3 – Key point #3 marketing success evidence:
Discuss / explain sustained marketing success for each case/organisation; give detailed and objective examples/ support of competitive advantage from research studies with references. (20 marks) (400 words approx)
Section 4 – Key point #4: analysis and explanation:
explain sustained marketing success of each organisation; links to theories, models and concepts to explain success; apply theories/concepts to cases; use of analytical tools to assess marketing-related strategies. (35 marks) (500 words approx)
3. Conclusion
Conclusion – sum up key points from each section, the main reasons for competitive advantage and lessons learnt from the overall analysis. No new information in the conclusion! (10 marks)
