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Case Analysis Rubric
PRODUCT AND BRAND MANAGEMENT
POOR – 1
AVERAGE – 2
GOOD – 3
EXCELLENT – 4
Identification of the Main Issues/ Problems
(15%)
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Case Analysis Rubric
Incomplete analysis of the issues
Poorly identified primary problem. Immediate and/or primary problems are not presented.
(7%)
Identifies and understands some of the issues in the case study
The analysis indicated that some issues are more important than others but did not explain why.
(10%)
Identifies and understands all of the main issues in the case study
The analysis indicated that some issues are more important than others but did not explain why.
(12%)
Identifies and understands all of the main issues in the case
The analysis indicated that some issues are more important than others and explained why.
(15%)
Problem Analysis
(20%)
Problems are dissected to analyze key factors, to find out root causes of these issues
No analysis is offered. Only facts are repeated without scrutiny.
(8%)
At least one problem is analyzed adequately, however superficial analysis of rest of the issues in the case.
Analysis needs more critical attention.
(12%)
Each problem is analyzed well. Thorough analysis of some of the issues.
(15%)
Each problem is analyzed thoughtfully and thoroughly. Insightful identification of the sources of all issues (root cause).
(20%)
Alternatives
(15%)
This is for brainstorming.
Identifies few, if any alternatives listed or not all aspects of identified problems are addressed.
(7%)
Only one adequate alternative is offered.
(10%)
More than one good alternative is proposed for each issue.
(12%)
Each alternative suggests clear action. A few thoughtful alternatives are offered for each issue.
(15%)
Evaluation of Alternatives
(15%)
Arguments are provided for and against each alternative.
Pros and cons are not provided for each alternative. Some are weak.
(7%)
Pros and cons are provided for most alternatives. Most key points are convincing.
(10%)
Pros and cons are provided for each alternative and are, overall, generally convincing.
(12%)
Pros and cons are provided for each alternative and each is very convincing.
(15%)
Recommended Course of Action
(25%)
Develop the most effective, efficient, and feasible combination of alternatives to solve the problems within boundaries of the firm’s objectives.
Recommendations are not clear or are not supported.
(11%)
Recommendations are clear but support is not well developed.
They need attention regarding who will implement them, how they’ll be implemented, and what needs to get done.
(16%)
Recommendation is clear and supported.
(20%)
Recommendations are clear and completely supported.
They are directly responsive to problems and provide effective, efficient, and feasible.
(25%)
Mechanics
(structure, grammar and spelling)
(5%)
Careless; report contains many structural, grammatical, or spelling errors.
(2%)
Marginal; report contains 3-5 structural, grammatical or spelling errors.
(3%)
Few grammatical errors exist and don’t impede meaning.
(4%)
Excellent; report contains no structural, grammatical or spelling errors.
(5%)
Format and Organization
(5%)
Writing is disorganized with poor flow
(2%).
Writing is somewhat organized but contains some weak areas.
(3%)
Writing is organized.
(4%)
Writing is organized, Interesting , and easy to read.
(5%)
