How to Write Simple Business Case Studies for Undergraduate Level or Diploma Level Exams

By

Maxwell RanasinghePresentation made to a uni lecturers

forum

We at undergraduate level or diploma level write assignments/case studies for the students.

We usually write a two types of scenarios as follows:◦1. Find the answer through the given facts◦( analysis base assignments)◦2. Request students to answer by

collecting further information from the market place

◦( tasks base assignments)

A real case study is the first option where you provide information in the case study itself and let student answer it without referring to any other material (but with logical assumptions )

The second option is a kind of exploratory, observational or research type of task. In my opinion they do not fall into real case studies.

Our attempt here is to discuss about writing case studies

However, even to write a task base assignment most of the rules in structuring a proper case study could be adopted.

Therefore, this discussion would be beneficial to both types.

A business case study puts the student in to real life scenario.

It challenges student to apply theory he or she has learnt in the class to a practical situation.

The student should not feel that it is another assignment that he or she can answer by referring to notes

The case study should be a story that changes the student’s view point to a business manager’s

Student should feel that he is the principal character who is given the responsibility of solving the problem in the case.

He should also feel that the body of knowledge that he had acquired through academic work and experience can be used to handle the case.

Therefore, a good case study should be written to create a real life kind of situation with a well crafted story to intrigue the student.

Case study writers who write cases for undergraduate level or diploma Level students should bear in mind that the answer expected could be provided well with the level of knowledge and experience that they posses.

Further case should have a proper problem within and student should not feel that he can answer the case study without going through the facts of the case but referring to the class notes or any other material outside of the case.

Case study should not be complicated and it should have one central decision point or dilemma ( bear in mind that this is not an MBA case)

The nature of the situation should be clearly apparent once the case is read.

Most importantly the case writer should not write too much of background details which may not have much bearing on the problem.

Case writers should be careful when making the plot of the story not to end up in asking the student to write a marketing plan as it has become a common feature of many marketing case studies.

There is no proper format for case studies but at undergraduate level, it is always better to have a logical format so that the case writer will be directed to include the main ingredients of a case study.

Guide line 1. Decide what you need to test in students

through the case study.2. Develop a plot3. Structure the case 4. Find information and data to fill the structure 5. Provide symptoms of the situation6. Let student analyse the symptoms and find

the central problem or problems7. Ask questions to provide answers to the

central problem or problems( The length of the case study should not be

more than 3 A4 pages – 14 point single line spacing)

Decide what you need to test in students through the case study.Most importantly the case writer should

know the level of knowledge and experience that the student posses

At least the course content and the syllabus should be known to the case writer

Case writer should not write a problem that he has to face in his business which may not be suitable to check on students at this level or in the subject that the case is given

Case writer should know the areas of studies done by the student where the practical application is very important

Those are the areas that he should test through a case study.

Then the student will also appreciate about the importance of the case study

Developing a plotHere the case writers creativity comes to

play ( copying from other exam papers or case books are not recommended be creative ??????)

He can have any kind of logical format where the facts that he is going to relate will have a bearing on finding the symptoms of the problem that would finally pave the way in finding the central problem

The plot should provide a “fine idea” to be structured and developed

Where to get informationInternet is a great sourceNewspaper articles MagazinesStudents assignmentsYour own experienceMany other secondary sources(If you are indicating actual

information of a company, please take proper authority to indicate them in your case study)

Structuring the case studiesTitleCompanyIndustryCompetitorsSymptoms of the problemChallengesProblems to be answered

TitleIt is always better to have a creative

title so that the student will feel he is not reading another note

Even a journalistic title should create interest in student to read

In a case study written in English can even have a title in Sinhala “ Dalambu Marang becomes Minee Marang”

Background Case writers often add extraneous

information in this section in a deliberate effort to lead students astray.

Case writer should bear in mind that he should provide the relevant information only to set up the foundation to build his story

Company and productsA brief historical setting of the company, its product lines, brands, status in the market place, market share etc.

Consider depicting the structure, culture and resources of the of the company or organization, if it has any bearing on the story that you are going to present

- Industry

Brief introduction of the industry, size, nature and the trends should be provided depending on the problem that you are going to write in the case study

If any PESTEEL factor would be relevant to your case you may write about it too

.

Competitive environment- Major competitors, market share, products, challenges posed and strategies adopted can be discussed depending on the case

Symptoms and the problems

The important part of the story begins here

Bear in mind that you are writing a story. It should not be totally technical or colloquial. A fine blend will make the case interesting for the reader

It is always better to bring the main character here into play so that students will read in his point of view

Bit of his background, character and the dilemma faced by him should be introduced

The writer should describe what has happened to create an emotional attachment by the reader to the central character of the story

Readers who have both an emotional connection to the Central Character of the story will be more motivated to find actionable solutions to the problems depicted in the case.

Keep this section complex enough that students cannot come to an easy decision.

Write the symptoms supported by data, sales, profits, tables, graphs to show the status where the student can analyse and find out the trend .

( should not be able to get the trend or problem by just reading the figures)

Connect the background in this section to the current situation, including underlying causes and current results.

• Deal more deeply into the context and possible consequences of the decision point, dilemma faced.

Include the consequences for the central character as well as for company or organization.

Tell what has the principal character done in order to remedy the situation and what is the status after such action

Clearly state the current statusWhat finally matters in your story

is to provide information to the student to analyse and find out the underlying reason/reasons for the central problem.

ChallengeThrow the challenge of finding

the underlying problem to the student on behalf of the Central Character of the case study

At the conclusion of this section, include the degree of urgency involved in the decision-making or the timeline for the decision to be made

Problem to be answered

Offer him the chance of suggesting the proper course of action or task to be done in order to remedy the situation

If you expect a specific answer, provide the directions

Do not issue case studiesWithout going through you draft

several times to ensure it is in line with your plot.

Without developing your own answer before it is issued to the students.

Without being moderated by a Senior Lecturer/ Professor/ practitioner

Good Luck