14 Aug MKT 301 Case Study Guidelines and Rubric Read the case study, Zip Car: Its N

MKT 301

Case
Study Guidelines and Rubric

Read
the case study, Zip Car: Its Not about Cars Its about Urban Life on pg.
256 in your textbook. There are FIVE parts that must be addressed in the Case
Study:
A
summary of the main facts in the case.Describe
at least 2 marketing concepts relevant to the case.Critically
analyze the future of the firm.

Describe
the lesson or concept found to be most important and why.

Using
the answer in part 4, describe how this can apply to your major or job. Be
specific.

The
paper must be at least 3 pages in length, in APA format, Times Roman 12pt font,
double spaced, 1 margins, cover page, abstract page, page numbers, RUNNING
HEAD, citations, and separate reference page. The liberal use of headers and
sub-headers is strongly encouraged. These assist your reader in identifying
your transitions and you in organizing your work.

The
general outline for the paper must be:

Cover Page (must be in APA
format)

Abstract Page

Body (At least 3 pages
exclusive of cover page, abstract, and reference page)

Reference Page

Click
Case Study Example to view a layout
sample of this assignment.

Each
case analysis must use at least three outside references beyond the text or
other class materials, which must be cited in APA format. Wikipedia
or encyclopedias are not acceptable.

You
MUST have one each of the following types of references:

An
article from a reputable newspaperAn
article from a general business magazine (Inc., Business Week, Economist,
etc.)

An
online source make sure it is reputable

NOTE:
the textbook, class materials, and the firms website may be used as
references, but these sources DO NOT count for one of the three required
references.

1.
Case background/summary:

Describe the case facts and background. This
might include BRIEF information about the firm; however, do NOT simply
duplicate what is in the case itself. You are required to provide CURRENT
information on the firm. For example, if in the time since the text was
published, the firm experienced major changes, this must be included in the
background.

2.
Marketing concepts:

Identify
at least 2 marketing concepts discussed in the course and apply them to the
case. For each of the marketing concepts identified in the case, describe the
concept, explain why it applies to the case, and discuss how it might impact
the solution. Critical thinking and analysis will be rewarded whereas
superficial insights will receive minimal points.

Use a
Bold Face Header for each concept, for example:

Marketing
Concept One: list your first marketing concept

Marketing
Concept Two: list your second concept

Some
examples of marketing concepts include (these are ONLY examples, you may use others):

Branding

SWOT

Segmentation

Market
research

Product
management

Promotion/advertising

Product
lifecycle

Marketing ethics/corporate social

Objectives

responsibility

3.
The future of the firm:

Describe
how you see the future of the firm and its products. Consider issues such as
the marketplace, consumer preferences, trends, future segmentation,
competition, and the nature of the firm. What might you suggest they do to
remain successful? To grow and expand? What is your analysis of their long-term
prospects? Support your conclusions with evidence and sound reasoning.

4.
Concept/lesson learned:

A
brief discussion of the most important lesson or concept taken from the case

5.
How this applies to your career or major:

Reflect
on your answer regarding the most important takeaway or lesson you derived from
the case. Briefly, in about two paragraphs, describe how this applies to your
career, job, or major. Be concise and specific.

Submit
the Case Study to the Dropbox no later than Sunday 11:59 PM EST/EDT of
Module 5. (This Dropbox basket is linked to Turnitin.)

Grading
Rubric

In
addition to the grading rubric, the following will apply to the grading of the
Case Study:

Missing or incorrect cover page 5-point
deduction

Missing or inaccurate
references or citations 5-point deduction EACH

Not formatted per
instructions 5-point deduction

Missing Abstract 10-point
deduction

Missing headers and
sub-headers 5-point deduction

Criteria

A

B

C

D

F

Punctuality

On time.

10% for each day.

10% for each day.

10% for each day.

10% for each day.

One-point deduction

One-point deduction

One-point

One-point

One-point

for each error in

for each error in

deduction for each

deduction for each

deduction for each

Grammar

APA,
grammar,

APA,
grammar,

error in
APA,

error in
APA,

error in
APA,

spelling, or

spelling, or

grammar, spelling,

grammar, spelling,

grammar, spelling,

punctuation.

punctuation.

or punctuation.

or punctuation.

or punctuation.

Full points for

10-point deduction

30-point deduction

40-point deduction

50-point deduction

Length

meeting the length

for 75%.

for 50%.

for 25%.

for less than 25%.

requirement.

Full points for fully

40 points and up

10-point deduction

20-point deduction

30-point deduction

for missing content

Content

meeting the content

for 75%.

for 50%.

for 25%.

beyond 25% of

requirements.

what is required.

MKT 301Case
Study Guidelines and RubricRead
the case study, Zip Car: Its Not about Cars Its about Urban Life on pg.
256 in your textbook. There are FIVE parts that must be addressed in the Case
Study:The
paper must be at least 3 pages in length, in APA format, Times Roman 12pt font,
double spaced, 1 margins, cover page, abstract page, page numbers, RUNNING
HEAD, citations, and separate reference page. The liberal use of headers and
sub-headers is strongly encouraged. These assist your reader in identifying
your transitions and you in organizing your work.The
general outline for the paper must be:
Cover Page (must be in APA
format)
Abstract Page
Body (At least 3 pages
exclusive of cover page, abstract, and reference page)
Reference PageClick
Case Study Example to view a layout
sample of this assignment.Each
case analysis must use at least three outside references beyond the text or
other class materials, which must be cited in APA format. Wikipedia
or encyclopedias are not acceptable.You
MUST have one each of the following types of references:NOTE:
the textbook, class materials, and the firms website may be used as
references, but these sources DO NOT count for one of the three required
references.1.
Case background/summary:Describe the case facts and background. This
might include BRIEF information about the firm; however, do NOT simply
duplicate what is in the case itself. You are required to provide CURRENT
information on the firm. For example, if in the time since the text was
published, the firm experienced major changes, this must be included in the
background.2.
Marketing concepts:Identify
at least 2 marketing concepts discussed in the course and apply them to the
case. For each of the marketing concepts identified in the case, describe the
concept, explain why it applies to the case, and discuss how it might impact
the solution. Critical thinking and analysis will be rewarded whereas
superficial insights will receive minimal points.Use a
Bold Face Header for each concept, for example:Marketing
Concept One: list your first marketing conceptMarketing
Concept Two: list your second conceptSome
examples of marketing concepts include (these are ONLY examples, you may use others):BrandingSWOTSegmentationMarket
researchProduct
managementPromotion/advertisingProduct
lifecycleMarketing ethics/corporate socialObjectivesresponsibility3.
The future of the firm:Describe
how you see the future of the firm and its products. Consider issues such as
the marketplace, consumer preferences, trends, future segmentation,
competition, and the nature of the firm. What might you suggest they do to
remain successful? To grow and expand? What is your analysis of their long-term
prospects? Support your conclusions with evidence and sound reasoning.4.
Concept/lesson learned:A
brief discussion of the most important lesson or concept taken from the case5.
How this applies to your career or major:Reflect
on your answer regarding the most important takeaway or lesson you derived from
the case. Briefly, in about two paragraphs, describe how this applies to your
career, job, or major. Be concise and specific.Submit
the Case Study to the Dropbox no later than Sunday 11:59 PM EST/EDT of
Module 5. (This Dropbox basket is linked to Turnitin.)Grading
RubricIn
addition to the grading rubric, the following will apply to the grading of the
Case Study:
Missing or incorrect cover page 5-point
deduction
Missing or inaccurate
references or citations 5-point deduction EACH
Not formatted per
instructions 5-point deduction
Missing Abstract 10-point
deduction
Missing headers and
sub-headers 5-point deductionCriteriaABCDFPunctualityOn time.10% for each day.10% for each day.10% for each day.10% for each day.One-point deductionOne-point deductionOne-pointOne-pointOne-pointfor each error infor each error indeduction for eachdeduction for eachdeduction for eachGrammarAPA,
grammar,APA,
grammar,error in
APA,error in
APA,error in
APA,spelling, orspelling, orgrammar, spelling,grammar, spelling,grammar, spelling,punctuation.punctuation.or punctuation.or punctuation.or punctuation.Full points for10-point deduction30-point deduction40-point deduction50-point deductionLengthmeeting the lengthfor 75%.for 50%.for 25%.for less than 25%.requirement.Full points for fully40 points and up10-point deduction20-point deduction30-point deductionfor missing contentContentmeeting the contentfor 75%.for 50%.for 25%.beyond 25% ofrequirements.what is required.

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