II International Congress on Teaching Cases Related to Public and Nonprofit Marketing 1

TITLE OF THE CASE

Student1 Name and Surname Tutor: Name and Surname
Student2 Name and Surname University (Country)
Student3 Name and Surname
Student4 Name and Surname
Student5 Name and Surname

ABSTRACT:
The abstract is a brief text that identifies the company, institution or entity to which the case is
referred. It also includes a brief description of the marketing action undertaken by which, according to
the author’s opinion, it is remarkable due to its socially responsible character.

At this point, the authors can refer some brief information about the case. For example, the objectives
aiming such marketing action, its target audience, etc. or even a preview on the findings and/or
judgements, but not bibliographical references (which will be reserved for the main body of the text)
and taking into account that the full length of this resume should not exceed 10 lines in accordance with
the spacing and font set forth in this template.
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1. INTRODUCTION

In the introductory section you should indicate the name of company or institution of the case in
question, as well as the necessary information or data to provide to the potential reader a clear idea of
its activities, aims, etc.

For instance, here you can talk about the moment and/or the place of the foundation, the person who
start up the activity, the actions carried out, the goods/services provided, the more significant changes
occurred in the organisational structure, etc.

This information can be gather from books, journals, magazines, internal data of the organisation
(documents, interviews, testimonials, visits), webpage (in this case you should not reproduce “literally”
the information, but select the more relevant facts and present it in a coherent way).

An appropriate extension (suggested) for the introductory section could be 1 or 2 pages, even including
some chart or table to increase the attractiveness of the text (ex. Figure 1 – indicate always the source
and the date).

Figure 1. Official webpage of PLAYMOBIL®.

Source: http://www.playmobil.com, accessed at 12/01/2005.

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2. CASE DEVELOPMENT:

In this section you should indicate the activity, connected with the organisational marketing field that
could be underline by its character socially responsible (include the necessary data to provide the
reader with a clear idea of such activity: target, aims, beginning, moment of the conclusion, results,
etc.).

An appropriate extension (suggested) for the second section could be 3 or 5 pages, including charts of
graphics used to illustrate the text, either if “own elaborated” or reproduced from any bibliographical
source.

In this case, as well as with the others in that the citations appear, you should use parenthesis and the
system of author and year (Surname, year). For the citations of two authors you should use (Surname1
and Surname2, year); for three or more use should use (Surname1 et al., year).

It could be useful to include one or more subsections. To do that, use the following format.

Example of the subsection heading

If you had to include one or more footnotes, you can use the format of the text used as this example1.

1
Example of a text for the first footnote.
4 The Challenge on Responsibility and Sustainability

3. QUESTIONS FOR DISCUSSION

In this section you should include between 3 and 5 questions that, in your opinion, will serve to explore
the most relevant issues in the case and stimulate the critical spirit of the potential readers. An
appropriate extension (suggested) is 1 or 2 pages.

Question 1. Present the question.

Answer to the question based not only in the evidences founded in the text case, but also based in other
information gathered during the research process. In this part it is desirable to make the connection
between the theory and the practice, trying to demonstrate some knowledge about the topics of public,
social and/or non profit marketing, and using some pertinent references (ex. The organisation uses CRM
tools in its social responsibility actions, which in the Author (year) perspective is pertinence, since …)

Question 2. Present the question.

Answer

Question 3. Present the question.

Answer

…
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4. CONCLUSIONS

In this final section you should incorporate the comments and suggestions that could reflect your own
critical opinion, by approving the activity related in the case, or by indicating some alternative
measures or proposals to improve the actions.

You should also argue the reasons why you choose this case as an example of good practices or socially
responsible action.
6 The Challenge on Responsibility and Sustainability

REFERENCES:
Kotler P (1988) Marketing management: analysis, planning, implementation and control, 6a ed. Prentice-Hall, Englewood Cliffs
(New Jersey)
Kotler P, Andreasen AR (1995) Strategic marketing for non-profit organizations. In: Baker MJ (ed) Companion encyclopedia of
marketing. Routledge, New York, pp 930-950
Levitt T (1980) Marketing success through differentiation of anything. Harvard Business Review 58(1):83-91
...
(Note: these are only a few examples, showing the way of citing a book, a chapter book and a paper, respectively. The professors-
tutors will help you in the task if you have some problem with that. We use the reference guidelines of the International Review
on Public and Nonprofit Marketing, that you can see online in the section “Instructions for Authors” of the webpage
http://springer.com/business/marketing/journal/12208)

WEB REFERENCES:
Playmobil (2005): webpage of the firm. http://www.playmobil.com. Accessed at 12/01/2005.