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GUIDELINES ON HOW TO APPROACH AND ANSWER CASE STUDIES 2012
The copyright of all IMM Graduate School of Marketing material is held by the IMM GSM. No material may be reproduced without prior written permission from the IMM GSM.
October 2011
IMM GSM©
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TABLE OF CONTENTS
Purpose of the guide 1. Defining case studies 2. The case method as a learning tool 3. How to approach a case study 3.1 Preparing case studies for class discussions and assignments
3.1.1 Introduction 3.1.2 Preparing a case study
3 3 4 6 7 7
7 10
3.2 Preparing for and writing a case study exam
3.2.1 Exam writing skills 3.2.2 Exam strategies 3.2.3 Answer formats 3.2.4 Case study processes during the exam 3.2.5 How to write a case study
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24 26 31 35 37
4. Conclusion References Annexure A: Case studies and their solutions (attached as pdf. documents): Trane Classic Airlines IT Organisation Service Offering in Solution Marketing Developing a Rural Market e-hub
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IMM GSM©
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PURPOSE OF THIS GUIDE As you will be using case studies in many of the IMM GSM’s postgraduate courses, it is important that you get off to a good start by learning the proper way to approach and answer them. This guide is a compilation of many renowned practical publications on the subject of case studies which are acknowledged in the list of references. 1. Defining case studies
A case study is a description of an actual administrative situation involving a decision to be made or a problem to be solved. It can be a real situation that actually happened just as described, or portions have been disguised for reasons of privacy. Most case studies are written in such a way that the reader takes the place of the manager whose responsibility is to make decisions to help solve the problem. In almost all case studies, a decision must be made, although that decision might be to leave the situation as it is and do nothing. A case study presents an account of...