Assignment 01 - Air France

Case Name: Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak

Sponsored Search. From: Harvard Business Publishing.

A link to download for this course is provided in the Week O folder (might already have

reduced price = $4.25).

From the link, you can download the case PDF and supplementary Excel file.

Submission requirements:

1. Submit a PDF file of the case analysis answering 3 questions (provided in the slides) and

your Excel file that you receive and edit for analysis (as discussed in the class).

2. Use APA 7th edition writing style for submitting the report. Resources regarding the APA

7th edition writing style are available on this link -

https://owl.purdue.edu/owl/research and citation/apa style/apa formatting and style g

uide/apa_sample_paper.html and also on the left-hand side (on Purdue OWL website) we

can see more options regarding any specific questions.

3. Summary of a few major points regarding the format (APA 7th edition):

- Font type - Times New Roman

- Font size - 12

- Double-spaced and make sure that there is no extra space after each paragraph (Microsoft

Word defaults to including one. Fix this by highlighting your entire paper, clicking the

Paragraph Settings button [bottom-right corner of Paragraph section at top of the

page/screen], then selecting "Don't add space between paragraphs of the same style" or

making the Spacing After = 0)

-1" margins

-Align left

- Page numbers on top right corner (also in Times New Roman)

- "Excluding" cover page/title page, try limiting the report to 5 pages

- Do not put page-long charts and figures, appropriate chart and figure sizes for the

assignments are less than half a page (unless a special case, then make a footnote for

explaining that)

4. What you would be submitting in a PDF file is your explanation of your analysis - this will

help in grading to assess your reasoning for the analysis you submitted in the excel file:

- Recommendations for publishers and campaigns in terms of quadrant analysis

- What data/metrics used and the basis of your recommendations