Jet Blue: Delighting Customers Through Happy Jetting

Objectives of the Assessment 1 Take-Home Assignment:
Objective is to provide the student an opportunity to personally analyze and discuss a timely, course-relevant marketing topic, demonstrating a familiarity with the appropriate issues covered by the course text book and class discussion.
Description of the Assignment:
Individual assignment: a detailed case study analysis and discussion essay.
Student may choose one of four following case studies from the course text book, and respond to the specific questions raised at the end of the chosen case.
The four potential cases are:
Company Case 1 (Jet Blue: Delighting Customers Through Happy Jetting) Page 34 Company Case 2 (Starbucks: Just Who is the Starbucks Customer?) Pg. 219 Company Case 3 (Target: From ?Expect More? to ?Pay Less?) Pg. 94
Company Case 4 (Harrah?s Entertainment: Hitting the CRM Jackpot) Pg. 129
Structure of the Assignment:
A well-reasoned essay responding to all the specific questions raised at the end of the chosen case.
Format of the Assignment :
Font size 12; double spaced ? with appropriate references and bibliography in the Harvard Referencing System.
1,000 words