Assessment Information

You are expected to prepare well for each meeting, some assignments will count towards your final grade.

 

Assignment Deadline Requirements Grade
Reflective document (i)

July 6th

(By midnight)

500-700 words. This week we’ve been discussing the paradigms in marketing since it became a subject of study.

Reflect your views on the question: Is marketing and art of a science? You can build on this week’s discussions and group activities. You can also choose a news story from your ‘Press’ readings to support your arguments.

Submit via email.

 

Not assessed

You will receive formative feedback to help you improve the assessed reflective writing.

 
Presentation: Pitch your solution (Starbucks Case Study)

July 16th

(In class)

Presentation 15 minutes + 15 minutes discussion. For this presentation, you will become a brand strategist, and pitch your solution  to your client. Further details below.

350 words reflection of your learnings from the case study exercise.  To be submitted by the end of the week.

Submit by e-mail

 

10%

 

 

 

 

5%
Commentary (ii)

July 20th

(By midnight)

 

1000 – 1500 words. Expand one of our mini field projects and develop your findings into a commentary. You can support this using both academic and business literature. Use and connect the materials from at least two tutorial sessions.

Submit by email

 

15%

 

 
Digital Challenge: Presentation

July 23rd

 

 

Digital Challenge

You will be given a short digital marketing challenge to solve. You will develop your solution to the challenge during the first hour. The second hour of the tutorial will be presentations.

 

350 words reflection on the learnings from the digital challenge.  To be submitted by the end of the week.

Submit by e-mail

10%

 

 

 

 

 

 

 

5%
Branding Challenge: Individual presentation August 1st

Personal Branding Challenge

You will be given a branding challenge to work on at the beginning of the seminar. You will develop your strategy for personal branding. You will present your strategy to the rest of the class on August 2.

 

350 words reflection of your learnings from the case study exercise.  To be submitted by the end of the week.

Submit by e-mail

 

 

 

10%

 

 

 

 

 

5%

 
Final Project: marketing mix audit and marketing plan.

August 3rd

(By midnight)

 

2500 + words report and presentation.

Conduct a marketing mix audit of a business (local or blue chip company). From your analysis identify areas of improvement, and define 2 objectives for a marketing plan that you will develop.

Submit by e-mail

 

 35%
Discussant – Final project August 8th You will discuss a report (assigned by August 6th). 5%

 

N.B. For any written submission you can go -10% below the word count or 20% above it.

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Starbucks Case Study (July 16th)

 Moon, Y. and Quelch J.A. (2006). “Starbucks: Delivering Customer Service.” Harvard Business Review.

Starbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company is not meeting customer expectations in terms of service. To increase customer satisfaction, the company is debating a plan that would increase the amount of labor in the stores and theoretically increase speed-of-service. However, the impact of the plan (which would cost $40 million annually) on the company’s bottom line is unclear.

  1. What factors accounted for the extraordinary success of Starbucks in the early 1990s? What was so compelling about the Starbucks value proposition? What brand image did Starbucks develop during this period?
  2. Why have Starbucks’ customer satisfactions scores declined? Has the company’s service declined, or is it simply measuring satisfaction the wrong way?
  3. How does the Starbucks 2002 differ from the Starbucks of 1992?
  4. Describe the ideal Starbucks customer from a profitability standpoint. What would it take to ensure that this customer is highly satisfied? How valuable is a highly satisfied customer to Starbucks?
  5. Should Starbucks make the $40 million investment in labor in the stores? What’s the goal of this investment? Is it possible for a mega-brand to deliver customer intimacy?

 

 

Digital Challenge

 

You have been hired as a consultant for the Carrefour Group. Your mission is to organise an operation before the launching of a wine fair in all the hypermarkets and supermarkets of the group.

Details of the specific challenges are outlined in the case study:

  • Vizzanova, G. (2016). The Carrefour Case: The organisation of a digital operation for the launching of a Wine Fair. INSEEC Business School.

The link to the case study will be active 24 hours before our session. We will work on it during the first hour of the tutorial time. The second hour will be dedicated to the presentations.

Personal Branding Challenge

You will develop a marketing strategy for your personal brand. Please read Espinoza Petersen’s (2014) case study, and complement with your own independent research and the reading materials from Session 8. You will need to work on this project throughout the seminar, and presentations will take place during Session 9. A maximum of 15 minutes presentations + 10 minutes for discussion.

Espinoza Petersen (2014). Applying the principles of branding to build a personal brand. ESMT European School of Management and Technology.

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