M2 Assignment: Gaming the Gamers

Case Analysis
Due by Sunday, 11:59 pm ET of Module 2
Instructions
Read the case, Gaming the Gamers: Using Experience Maps to Develop Revenue-Generating Insights thoroughly, then answer the
case questions. When drafting your answers, consider the information presented in the case as it relates to the learning objectives for
Module 2, key course themes, and the steps of NPD.
Before submitting the Case Analysis, ask yourself:
1. Is my analysis clearly written?
2. Have I provided direct answers to the questions?
3. Do my answers incorporate proper analysis of the case?
4. Have I provided logical support for my answers?
5. Are the answers practical (if an answer contains a recommendation)?
Your case write-up should not exceed one page, single-spaced, or two pages, double-spaced.
Questions for Analysis
1. What is your impression of the value experience maps to the process of generating insight? What makes them potentially useful
(or not)?
2. What customer insight about the gamer market did you gain from your analysis of the case?
3. What was difficult or challenging about analyzing the customer maps and generating insights based on the maps?
Last updated on 16 July 2020 Page 2 of 2
Case Analysis Rubric
Rubric
Point value: 20
Criteria Poor (0 to 6 points) Good (6.1 to 9 points) Excellent (9.1to 10 points)
Case Analysis The case analysis reflects poor
or emerging comprehension of
key concepts and ideas
presented in the case. The
case write-up does address the
questions presented for
analysis but with superficial
depth. The case write-up lacks
connection to module learning
objectives, key course themes,
or steps of New Product
Development.
The case analysis reflects solid
comprehension of key concepts
and ideas presented in the
case. The case write-up
adeptly addresses the
questions presented for
analysis. The case write-up
connects concepts presented
to module learning objectives,
key course themes, or the
steps of New Product
Development.
The case analysis reflects
strong comprehension of key
concepts and ideas presented
in the case. The case write-up
expertly addresses the
questions presented for
analysis. The case write-up
presents clear connections
between and elaborates on the
concepts presented in the case
to module learning objectives,
key course themes, or the
steps of New Product
Development.
Clarity and Mechanics Poor (0 to 6 points)
Case analysis (write-up) is
difficult to follow, case
questions are not successfully
considered. Examples from the
case are not provided or are
improperly cited. Numerous
grammatical and spelling errors
are present. Write-up does not
meet length requirement.
Good (6.1 to 9 points)
Case analysis is strong, with
good overall flow. Responses
to case questions are well
developed with connections to
module learning outcomes or
course concepts. Meets length
requirement. Few grammatical
and spelling errors; citations
and references are present.
Excellent (9.1 to 10 points)
Excellent case analysis.
Responses to case questions
are expertly developed with
strong connections to module
learning outcomes or course
concepts. No grammatical and
spelling errors present. Meets
length requirement. Citations
and references are present.