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:
1. A summary of the main facts in the case.
2. Describe at least 2 marketing concepts relevant to the case.
3. Critically analyze the future of the firm.
4. Describe the lesson or concept found to be most important and why.
5. 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:

1. An article from a reputable newspaper
2. An article from a general business magazine (Inc., Business Week, Economist, etc.)
3. 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.
40 points and up
Full points for fully
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.