The cases provide an opportunity to examine concepts in greater detail and develop problem solving and decision making skills. Students are expected to read and analyze each case, develop and submit a written case analysis, and come to class prepared to discuss the material. For each case assignment, please address the following questions:

1. Problem Statement: What is the key marketing management problem/opportunity the decision-maker faces in the case study? Don't confuse symptoms with problems: think of problems as causes and symptoms as effects. Include sufficient context to frame the problem. The problem statement should be one to two paragraphs.

2. Alternative Evaluation: What could they do to address the problem? Prepare a list of alternatives and discuss the advantages and disadvantages of each option using qualitative information and quantitative analysis based on the case. Include all assumptions. The alternative evaluation should be the majority of your write-up.

3. Recommendation: What should the decision-maker do and why? Recommend a specific course of action and steps to take to solve the problem. The recommendation should build on your alternative evaluation, be supported with information from the case and your analysis and clearly explain any trade-offs.

Case write-ups must be typed using 12 point font, formatted with 1 inch margins and are limited to a maximum of two single spaced pages. Quantitative analysis (figures, tables, calculations, etc.) can be added as supporting material beyond the two pages. Additional case questions may be assigned in class for write-up or discussion. Assignments are due in the drop box by the beginning of class as noted in the schedule. Late papers are not accepted.

Article : HubSpot: Inbound Marketing and Web 2.0 By  David Meerman Scott