September 20, 2011

To: BUAD 639 Course Participants Sect 01 From: Dr. Keith C. Jones

Re: Written Case Project Guidelines

In addition to the Live Case, students will work on “written cases”. These cases are designed to provide the students the opportunity to demonstrate their mastery of all marketing related topics and issues. Each student, individually, is required to prepare a 2 to 3 page single spaced typed solution to the case. The solution should be in the format of an executive memo and be very strategic action oriented. If there are questions at the end of the case, unless otherwise directed, questions should only be used as guidelines. Answering only those questions will not be appropriate. The write-up is to be a “management directive” for the company. It should specifically state what the actions of the company should be to operate within the specific situation. This should not be a recantation of the case. On the case days, students will discuss each of their solutions in a simulated boardroom environment.
There is no one set solution to the case. The success in this situation for the student is his or her ability to support their recommendations. Students should provide support as to why they feel their individual solution is appropriate. Students are not to “update” the case. Do not assume the actions taken from the time of the writing of the case by the company are the appropriate solutions/approaches to the case. This can be misleading and create myopia.
Each write-up should include the following sections/components:
 Statement of the problem
▬ The problem should be presented as a single sentence (two at the most).
▬ A brief review of the situation should be included to support why the specific item has been identified as the problem.
 SWOT Analysis Summary: The full SWOT should be attached as an appendix (not