MKTG 460

Marketing Management

Instructions for short case write-ups

Short cases should consist of three major sections. The length of the paper is not to exceed three pages. Organize the papers complete with subheadings according to the three sections detailed below.

1. Problems statement - the first paragraph; no more than a paragraph. Be precise, concise, and strong.

2. Situational analysis - this is the meat of the short case, as such it should be the longest section of the paper. Do not just repeat the case. Discuss, integrate, and synthesize important factors that have a significant bearing on the case - dismiss unimportant irrelevant information.

3. Recommendation and implementation - state your recommendation and why you believe this is the best alternative for solving the problem. Briefly review any serious issues in implementation.

Note: I want to see substantial analysis and original thinking in these write-ups.

These papers should be a professional effort. They must be proof read and spell checked. They must contain professional language. I reserve the right to return ungraded, papers that include language such as "darn," "heck," "hell," and etc., and papers that contain an unreasonable amount of typing and spelling errors (more than five).

Attention: Look at the class schedule. On each day a case is assigned, you must prepare the assigned case (according to these instructions) if you are not presenting the case. This paper is due at the beginning of class the day on which the case is assigned.