Master of Business Administration
Module Code: C6
Module Title: Marketing Management
留學生dissertation網Lecturer: Dr. Phoebe Wong
Credit Value: 10 Credits
Module Level: 7 (Core)

Remarks:
1. The assignment is an individual report;
2. There is only one report carrying 100% in this assignment;
3. It should be 3000 words +/- 10% in length for this assignment, any deviation from this will be penalised;
4. The report should include an introduction, main findings and conclusions. All sources should be acknowledged and a reference list should be attached.
5. Assignments should be typed;
6. Deadline for submission is 23 March 2011;
7. This assignment accounts for 100% of total assessment in this module.

Assignment requirement:
This assignment is designed to be a practical exercise in Marketing Management, enhancing your ability to apply course content to a real life business setting. You are expected to complete all three questions ensuring that they are submitted by the specified date. All submissions must be typed, be well laid out, written in an academic style with appropriate headings (introduction, main part, and concluding comments) and sections. Please ensure that all submissions are entirely your own work.

You should structure the assignment so that it is easy for the readers to understand, using paragraphs to separate points and subheadings to highlight subject matter. You may assume that the readers have a good knowledge of the subject matter, but you should not leave the readers to make references from what is written. This means that the explanation and argument you use to support your points should be made explicit. As well, you should include detailed supplementary materials in appendices rather than in the main text.

Guidelines for report writing
The report should be free from colloquial language, and spelling, grammatical and typographical errors. The report must contain the following parts:
I. Assignment cover sheet.
II. Declaration. A sample of the declaration is attached in Appendix 2 for your reference.
III. Executive summary. An overview of your assignment and findings.
IV. http://www.ttc-switch.com/Thesis_Writing/MBAliuxueshengzuoye/Table of contents. Sections and subsections must be clearly shown.
V. Introduction. Provide a brief description of the scope of your report.
VI. Discussions and analysis. Discuss marketing concept stated in all three questions and critically analyse marketing activities and strategic applications implemented by Cathay Pacific.
VII. Conclusion. A summary of the discussion.
VIII. References. A list of the sources of information you have used in your report such as journal articles, books, conference papers, newspapers and websites (Harvard Referencing System). #p#分頁標題#e#
IX. Appendices. Collection of supporting information not presented in the text.

Learning outcomes covered:
This assignment is designed to
(a) enhance your understanding of theoretical foundations of marketing management,
(b) improve your ability to analyse the role of branding within marketing management, and
(c) understand components of marketing concept and their strategic applications involved in the management of marketing activity.

Topic
Case Study: Cathay Pacific (CX)
Project Value: 100%
Background of CX: http://www.cathaypacific.com/cpa/en_INTL/aboutus
http://en.wikipedia.org/wiki/Cathay_Pacific

Answer All 3 Questions:
1) Discuss the strategic importance of segmentation, targeting and positioning for organisations competing in today’s business world and then apply the concept of segmentation to Cathay Pacific (30%). (Hints: Chapter 8 & 10)
2) Discuss customer value, satisfaction and loyalty, and brand equity of Cathay Pacific (30%). (Hints: Chapter 5 & 9)
3) Critically examine how Cathay Pacific builds long-term relationships (relationship marketing) with its partners (e.g. channels, dealers, agencies) (20%) (Hints: Chapter 19)

The remaining marks are the structure and presentation of the assignment (10%) and an extensive level of reading with correct referencing and bibliography (10%).

MARKING CRITERIA AND GRADING
GRADE A (70% OR ABOVE): To achieve a grade A the report should be exceptionally well written and well presented. You should have used appropriate literature to explain and underpin the contentions made in the body of the text. The literature should be properly referenced using the Harvard system. The work should clearly demonstrate evidence of wide reading and a thorough understanding of the subject. The theory should be correctly and creatively applied to the subject of the study. The content should be accurate, creative and intelligently written at the appropriate level.
GRADE B (60 TO 69%): To achieve a grade B the report should be very well written and presented. You should have used appropriate literature to explain and underpin the contentions made in the body of the text. The literature should be properly referenced using the Harvard system. The work should clearly demonstrate evidence of relevant reading and a good understanding of the subject. The theory should be correctly applied to the specific problem. The content should be accurate and logical at the appropriate level.
GRADE C (50 TO 59%): To achieve a grade C the report should be well written and neatly presented. You should have used appropriate literature to explain and underpin the contentions made in the http://www.ttc-switch.com/Thesis_Writing/MBAliuxueshengzuoye/body of the text. The literature should be properly referenced using the Harvard system. The work should demonstrate evidence of some relevant reading and an understanding of the subject. The theory should be correctly applied to the specific problem. The content should be accurate and sensible at the appropriate level.#p#分頁標題#e#
GRADE D (40 TO 49%): To achieve a grade D the report should be logical and easy to read. You should have used some appropriate literature to explain and underpin the contentions made in the body of the text. The literature should be properly referenced using the Harvard system. The work should demonstrate evidence of some reading and an understanding of the subject. The theory should be applied to the specific problem. The content should be accurate and sensible and largely at the appropriate level.
GRADE E (30 TO 39%): An E will be awarded where most of the criteria for a Grade D have been achieved, but the report falls short of the overall standard for a pass, or where referencing is not in accordance with the Harvard system. An E will be awarded to work which may be accurate but which largely falls below ‘M’ level.
GRADE F (29% OR BELOW): A piece of work will be awarded an F grade if
• It is not written in a clear and logical fashion
• It does not use enough appropriate literature to support the body of the text
• What literature there is has not been correctly referenced
• Tasks have not been adequately addressed
• If it does not largely meet the requirements of ‘M’ level (7)
 

Master of Business Administration
Marketing Management
Assignment Cover Sheet
Module Tutor: Dr Phoebe Wong

Student Name: _____________________________________
Student Number: ___________________________________
Assignment Title: Individual Assignment
Handout Date: _____________________________________
Submission Date: ___________________________________
Contribution to Overall Module/Unit Assessment %: 100%
Penalties for late submission:
Up to one week late: Pass maximum grade awarded.
Over one week late: Fail grade awarded
Marks / Grade: _________________ Word Count: __________
Tutor’s Comments:

Appendix: Sample Declaration

YOU MUST ATTACH THIS PAGE TO YOUR ASSIGNMENT.

“留學生dissertation網I certify this work is the result of my own investigations, except where otherwise stated. All references have been duly cited”

Signed

___________________________

Student Name:

Student No.: