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Instructions:
Developing an Advertising Program Discussion Assignment
I’m trying to learn for my Marketing class and I’m stuck. Can you help?
What steps are required in developing an advertising program? In addition, how should sales promotion decisions be made? Discuss the guidelines for effective brand-building events and experiences.
Crossing Boarders 9.2 Taco Bell Tries Again International Marketing Case AnalysisDescription
Complete the Case Study: Crossing Boarders 9.2 Taco Bell Tries Again. pg 280 of your textbook.
Examine the case, provide an overview and use external research explain:
Background
Critical Issues
Alternatives
Solutions
Justification
Case Study Analysis
Case study analysis gives students an opportunity to apply theory learned in the classroom to real world situations. Case studies do not have discrete answers. Rather, they challenge students to exercise their own business judgment in a supportive, educational environment. Students test their knowledge by analyzing situations; defining problems or issues; evaluating alternatives and/or forming conclusions to resolve the problem or issue; and making recommendations.
Case study analysis steps:
Gain familiarity with the case situation. This can be accomplished by reading the case several times. Read the first time to appreciate the general story before you begin to form conclusions or make analysis.
Define the issue or problem. To make an analysis or recommendation, one must first determine what the issue or problem is. As in the real world, note there may be more than one problem in a case study analysis. (You can appreciate the importance of this step if you ever took your car in because it was running rough and paid for several repairs because the mechanic didn’t correctly diagnose the problem in the beginning.)
Conduct your analysis. What are the possible causes of the problem or issue? What alternatives are possible given the facts presented? This is the most time consuming step, and the step with the greatest variation. There may be many possibilities. It might be helpful to list all solutions you can think of before focusing on the most useful or valid. There is not necessarily a right answer, but there may be several alternatives that lead to varying outcomes. The quality of analysis will depend upon application of theory learned in the classroom and through research.
Make recommendations. Choose the recommendation you believe to be the best, justify it, and develop it. Recommendations may be made in the form of an action plan to solve the problem or issue. Or, recommendations may involve the choice of the best alternative for resolving the issue or problem. Recommendations made must be thoroughly developed and supported.
References: ICFAI Center for Management Research. (nd ). Learning with cases. Retrieved January 2014 from http://www.icmrindia.org/casestudies/learn_case.htm
Course Materials:
International Marketing
17th edition (2016)
Philip Cateora, John Graham, and Mary Gilly
McGraw-Hill
13 978-0-07-784216-1
Developing an Advertising Program Discussion Assignment
RUBRIC |
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Excellent Quality 95-100%
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Introduction
45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Literature Support 91-84 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met. |
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Average Score 50-85% |
40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided. |
83-76 points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration. |
52-49 points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met. |
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Poor Quality 0-45% |
37-1 points The background and/or significance are missing. No search history information is provided. |
75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration. |
48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met |
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Developing an Advertising Program Discussion Assignment |
Developing an Advertising Program Discussion Assignment