THIS IS LEVEL 5 SO JUST KNOWING AND DESCRIBING THE CASE STUDY WILL NOT BE ADEQUATE. YOU WILL BE APPLYING THEORY, ANALYSING THE COMPANIES DECISIONS, CRITICISING METHODS AND COMING UP WITH RECOMMENDATIONS. QUESTIONS WILL BE ASKED ON THESE AREAS.
• Identify and reference (author) key theories, theorists and contributors
• Students will be rewarded for their positive oral contributions
• Provide case study evidence (supporting data).
• Provide arguments/analysis/discussion and justification which utilise the available data.
• References need to be academic and demonstrate depth of reading.
• ACADEMIC reading.
• Journals, text books, reports, studies eg Mintel, Athens sources eg WARC marketing case studies
• Use other sources sparingly. Wide research is still essential but pick your sources carefully. The main focus needs to be on academic sources.
Consider how to answer these questions. What are markers looking for? – That you have read and really understood the case, you can apply theory, you have done lots of research and reading and can analyse the case.
An answer should include
An explanation, not a description, to the question.
The explanation will need to include relevant marketing communications theory you have researched with references quoted.
Other research – eg the company/brand, celebrities, and so on, relevant to the case.
Example of a student answer
How did this campaign affect their positioning strategy?
WAS THE ABOVE A GOOD ANSWER. IDENTIFY IT’S STRENGTHS AND WEAKNESSES.
MY CASE STUDY DOMINOS QUESTIONS FOR ASSESSMENT:
1. What external factors influenced dominos to do a Marketing Communications campaign?
2. Who were the target market?
3. List the Marketing Communications tools used in the case?
4. Why did they select this/these tools, in particular?
5. Can you talk me through some of the strengths of this/these tools used in this campaign?
6. What about the above’s weaknesses?
7. How do the tools link to their target market?
8. What are the purpose of Marketing Communication objectives?
9. What were the campaign objectives? Why?
10. Quote ‘Dominos Employees’ what does this mean?
