Come up with a specific Research Question for the case of Airlines Industry
BCO324CASES IN MARKETING Assessment 1 Task brief & rubrics
Task: Case Study – Development
• Individual assignment. The student is given the following case scenario and shall work towards a set of proposals to be implemented.
• Theme of the Case: Airlines Industry. The airliners are facing a passenger’s decrease following the raise of transportation substitutes and environmental
concerns on CO2 emissions. The airliners now turn to Marketing to face the challenge to attract more passengers.
• Each student will propose a different Research Question to analyze how this situation could be solved.
• The Table of Contents will be as follows:
1. Introduction
2. Background and Problem identification
3. Research Questions and Research Methodology
4. Analysis
5. Solutions/Recommendations
6. Conclusions
• The student is encouraged to quote relevant publications, such as academic journals and books, case studies or business reports to support the arguments.
To find relevant publications, please browse through EBSCO, Google Scholar, and other academic databases.
Submission: Week 5 – Sunday 27th February 2022, at 23:59 CEST (via Turn-it-in).
Weight: This task is a 20% of your total grade for this subject.
Formalities:
• Wordcount: 2.000 words.
• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
• Font: Arial 12,5 pts.
• Text alignment: Justified.
• The in-text References and the Bibliography have to be in Harvard’s citation style.
It assesses the following learning outcomes:
• Analyze the principles, theories, concepts and dynamics of marketing.
• Apply these principles and tools in case study analysis.
• Develop planning, research, analytical and problem-solving skills through case studies of real business situation.
• Integrate the concepts &techniques learned through application in the preparation of case study analysis.
Rubrics
Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69
Problem
Identification
(20%)
The business issue has been
correctly identified, with a
competent and comprehensive
explanation of key driving
forces and considerations.
Impact on company operations
has been correctly identified.
Thorough analysis of the issue
is presented.
The student correctly identified
the issue(s), considering a
variety of environmental and
contextual drivers. Key case
information has been identified
and analyzed.
The student correctly identified
the case (issues), considering
obvious environmental /
contextual drivers. There is
evidence of analysis, but it lacks
depth.
The student correctly
identified the issue(s) but
analysis was weak. An absence
of context – the work is
basically descriptive with little
analysis.
Information
Gathering
(30%)
The student showed skill in
gathering information and
analyzing it for the purposes of
filling the information gaps
identified. Comprehensive and
relevant
Relevant information gaps were
identified, and additional
relevant information was found
to fill them. At least two
different types of sources were
used. The student demonstrates
coherent criteria for selecting
information but needs greater
depth.
The student correctly identified
at least one information gap
and found relevant information,
but which was limited in scope.
Some evidence of sound criteria
for selecting information but
not consistent throughout.
Needs expansion
An information gap was
identified, and the student
found additional information
to fill it. However, this was
limited in scope. Weak criteria
for the selection of necessary
information.
Problem Solving
(20%)
The student used problem
solving techniques to make
thoughtful, justified decisions
about difficult and conflicting
issues. A realistic solution was
chosen which would provide
maximum benefit to the
company. Alternative solutions
were explored and ruled out.
The student used problem
solving techniques to make
appropriate decisions about
complex issues. Relevant
questions were asked and
answered. A realistic solution
was chosen. Alternatives were
identified, explored, and ruled
out.
The student used problem-
solving techniques to make
appropriate decisions about
simpler issues. The solution has
limited benefit but does show
understanding of implications of
the decision. Alternatives were
mentioned but not explored.
The student used problem
solving techniques to make
decisions about simpler issues
but disregarded more complex
issues. Implications of the
decision were not considered.
Alternatives were not offered.
Solutions
(30%)
The conclusion was reasonable
but lacked depth and would
not be a basis for suitable
strategy development
The student reached
conclusions, but they were
limited and provided minimal
direction for decision-making
and solutions.
The student evaluated,
analyzed, and synthesized to
create a conclusion(s) which
support decisions and
solutions.
The student evaluated,
analyzed, synthesized all
information provided to
create a perceptive set of
conclusions to support the
decisions and solutions
