For a company of your own choosing, please develop a digital marketing case study that is suitable for a
second-year undergraduate management student audience.
Please use the following structure:
(1) Abstract (150 words max which is not included in the word count)
(2) Introduction (present the human protagonist and set the scene for a dilemma or key decision point which
is the focus of the case)
Absolute maximum word limit 2,000 [not a single word more] – this excludes all the title page,
tables/graphs/diagrams, abstract, and an extensive bibliography. Please note that graphs and illustrations
are not included as the TurnItIn software will not count the words in graphic file formats. Please use
appendices to include only pertinent information e.g. excel data sheets, however they will not be reviewed
for marking purposes. A table of contents is not required, therefore do not include one.
Effective and compelling (interesting to read) case studies usually include a number of critical elements in
addition to following the prescribed structure (outlined above) you should also include;
(-) A key protagonist that helps bring the problem/situation alive by seeing it through an individual’s
perspective.
(-) A defined moment in time that anchors the case, and this can be in the past if you wish.
(-) A turning point or decision point.
The case should include detailed, relevant digital marketing metrics.
Examples of well-written cases can be found in many academic journals and textbooks. You may find the
SAGE Business Case Collection particularly instructive (link here: http://sk.sagepub.com/cases, every case
is free to access if you are on campus or using the College VPN via Campus Anywhere).
You should clearly identify if you are using real names, or have anonymised them. You should also highlight
the case writers knowledge of the situation and perspective. Is the case written based on primary (in
company) or secondary research (armchair)? You should use only real, factual information. All facts and
direct quotations should be clearly referenced.