STUDY GUIDE FOR EVALUATION
SCENARIO CASES
I. Analyzing Evaluation Scenarios
This study aid is divided into two parts. The ! rst part organizes your notes and thinking about
the case. The second organizes the points you want to make for an essay on the case. (For a
detailed explanation of how to analyze an evaluation scenario, see chapter 5.)
To begin your work, think about the following questions:
What is the subject of the evaluation? (It can be a person, team, product or service,
company, country, strategy, or policy.) Example: An ongoing marketing plan.
What is the evaluation you need to perform? (It can be determining the worth, value,
performance, e” ectiveness, outcome, or consequences of the subject.) Example: Is the
marketing plan meeting the goals set for it?
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Exploring the Evaluation
What questions will help you make the evaluation? Example: Is the marketing plan
performing as expected, exceeding its goals, or underperforming?
What concepts and frameworks might help answer your questions? Examples: The 5Cs
and 4Ps of marketing can help evaluate the strategic value and tactical performance of the
marketing plan.
Use the following grid to organize your thinking about the evaluation. Use your questions
to study the evidence and identify criteria for making the evaluation. Write down the criteria,
the case evidence relevant to them, and what overall evaluation the evidence supports. Your
goal is to determine which overall evaluation is most strongly supported by the evidence. You
can defer thinking about action steps if you’d rather focus on the evaluation ! rst.
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Example: Evaluation of a marketing plan
Possible criterion 1: Economic performance of the country
Facts/evidence
What the evidence
indicates about the
evaluation Short-term steps Long-term steps
Customers have a slightly
more favorable impression
of the brand.
The plan hasn’t
signifi cantly changed
customers’ impression
of the brand.
Explore whether the plan
needs more time to have
an impact or new ideas for
increasing positive im-
pressions of the brand are
required.
Possible criterion 1:
Facts/evidence
What the evidence
indicates about the
evaluation Short-term steps Long-term steps
Possible criterion 2:
Facts/evidence
What the evidence
indicates about the
evaluation Short-term steps Long-term steps
Copy and paste as many rows of criteria as you need. However, make sure you include only
the most important criteria.
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Ready to Recommend an Overall Evaluation?
Based on your analysis above, what is your overall evaluation of the subject? Example: The
marketing plan has had several positive e” ects, but it has had little impact on customers’
impression of the brand.
What are the major reasons that support your overall evaluation? Example of a reason:
Survey results indicate little change in customers’ favorable impression of the brand.
II. Writing about an Evaluation Scenario Case
This section helps you organize the content of an essay about the case you’ve analyzed. Arrange
the criteria in order of importance, from most important to least. The evidence should show
how each criterion supports your overall evaluation. (For a detailed explanation of how to
write an evaluation scenario essay, see chapter 10.)
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Copy and paste as many rows of criteria as you need. However, make sure you include only
major criteria.
Action Plan
Identify the high-level goals for your action plan. In other words, how do you want the
action plan to change the situation in the case? (For a detailed explanation of how to write
an action plan, see chapter 8.)
Overall
evaluation
Summary of major reasons
for recommended evaluation
EVIDENCE PROVING OVERALL EVALUATION
Criterion 1
a.
b.
c.
Criterion 2
a.
b.
c.
Criterion 3
a.
b.
c.
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Organize your action plan steps.
Short term
Long term
Major risks: Identify the most important one or two risks associated with your action plan.
Mitigation of risks: How would you eliminate or reduce the risks?
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