Cases in Marketing

Graduate Program

Assessment Brief

Academic Year 2019-2020

Bco324-ONL01457 cases in marketing

MID-TERM AssIGNment

CASE STUDY GROUP REPORT

Group task

Students to read the case study “Coca-Cola: Move to the Beat” and answer in groups the four following questions:

1. Based on the information provided in the case study and your own research, provide your own explanation of why mobile marketing has become so significant for brands. Please provide two further brand examples of successful mobile marketing campaigns.

2. According to the case study and your own research of Coca Cola’s: Move to the Beat campaign, what were the advantages and challenges of the campaign worldwide? Why would you say a localization approach was necessary in the execution of the campaign?

3. Please watch the following video on the Coca Cola Move to the Beat campaign ( https://www.mmaglobal.com/case-study-hub/case_studies/view/27061 ) and analyse the core Coca Cola brand values reflected on the campaign. How are they used to create emotional connections with the young Coca Cola audience? Please use the relationship marketing concept to answer this question

4. What is the positioning and brand management strategy of Coca-Cola globally? Please read the following Harvard Business Review article “A Better Way to Map Brand Strategy” ( https://hbr.org/2015/06/a-better-way-to-map-brand-strategy ) to discuss how Coca Cola is the type of brand that shapes category dynamics such as consumer preferences, pricing, and the pace and direction of innovation

Assignment Guidelines

· Please use evidence from the case study as well as evidence from your own research and study.

· Credit will be given for evidence of:

· Library/Internet based research. Try to use a mixture of resources - books, articles as well as the internet.

· Evidence/analytical frameworks should be provided in tables on top of the main body analysis.

· Understanding of the issues raised by the questions.

· Concise and clear presentation. Acknowledge any quotes, ideas or arguments that are not your own using the Harvard system.

· Include a list of references.

· Originality and a critical and questioning approach. It is important to be objective and to support statements with evidence.

· A logical structure and well-argued conclusion.

· As well as with per everything else mentioned in the Rubrics.

Assessment Criteria.

Credit will be given for evidence of:

• Library/Internet based research. Try to use a mixture of resources - books, articles as well as the internet.

• Understanding of the issues raised by the question.

• Concise and clear presentation. Acknowledge any quotes, ideas or arguments that are not your own using the Harvard system. Include a list of references.

• Originality and a critical and questioning approach. It is important to be objective and to support statements with evidence.

• A logical structure and well-argued conclusion

Marking weight: 40%

Word Count: 2,000

SUBMISSION INSTRUCTIONS

The work must be uploaded on the appropriate Turnitin folder created by the course Faculty Member on Moodle.

The title of the student's submitted file should contain the following information:

– Name of this course

– Name of the Faculty Member / Teacher

– Student's full Name

– Student ID number

– Title of this assignment (Mid-Term / Final)

The time-frame for this assignment is:

Release Date: as of the 2nd week

Submission Deadline: Final due date in the 4th week: At the latest on Sunday 23rd August– 23:59

The assignment must be submitted (uploaded into Turnitin) to the link provided by the course Faculty Member and indicated on the Moodle page of this course.

GRADING CRITERIA

(Grading matrix/rubric next page)

	Exceptional 90-100	Good 80-89	Fair 70-79	Marginal fail 60-69
Knowledge & Understanding (20%)	Student demonstrates excellent understanding of the task, the key concepts, applies theory where useful or necessary, and uses vocabulary in an entirely appropriate manner.	Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.	Student understands the task and provides minimum conceptual and theoretical support, and uses only some of the relevant vocabulary.	Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary.
Application (30%)	Student applies fully relevant knowledge from the topics delivered in class.	Student applies mostly relevant knowledge from the topics delivered in class.	Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident.	Student applies little relevant knowledge from the topics delivered in class. Misunderstanding is evident.
Critical Thinking (30%)	Student critically assesses in excellent ways, drawing insightful conclusions based on readings from relevant authors. Student also makes clear and correct citations and uses the Harvard referencing method correctly.	Student critically assesses in good ways, drawing conclusions from relevant authors and references. Student knows how to use the Harvard referencing method correctly.	Student provides some insights but stays on the surface of the topic. References may not be relevant.	Student shows little or no critical thinking insights, does not quote appropriate authors, and does not provide valid sources.
Communication (20%)	Student communicates their ideas very well organized and extremely clearly and concisely, respecting word count, grammar and spellcheck.	Student communicates their ideas in an organized manner and concisely, respecting word count, grammar and spellcheck	Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident.	Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.

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