Basic REPORT Structure for MKT00720 Case Study Analysis
(Adapted from Davies 2011, p. 208)
| Cover sheet Title page
Introduction No more than 10% 1500 word report = 150 words Body 80% of report = 1200 words (150 words approximately) (150 words approx) (400 words approx) (500 words approx) Conclusion No more than 10% of report = 150 words Reference list |
Front matter – check requirements (Separate pages) Beginning of essay or report: Introduce topic – move from general to more specific; give brief background, explain why marketing is important, scope of report, core concepts and companies. Tell the reader what the report will cover (This report will analyse the marketing strategies of…..) (10 marks) Section 1 – Key point case study #1: Describe company A context; give examples of marketing process, explain competitive gain and support from theory/research using references. Explain reasons for advantage. Link back to your main topic. (15 marks) Section 2 – Key point case study #2: Describe company B context, give examples of marketing process, explain competitive gain and support from theory/research using references. Explain reasons for advantage. Link back to your main topic. (15 marks) |
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