MMK325 Strategic Marketing Case Study
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MMK325 Strategic Marketing Case Study
MMK325 – Strategic Marketing – Trimester 2 2021 Assessment Task 3– Case Study Reports Individual Assignment
DUE DATE AND TIME: Monday 04/10/2021, by 8:00pm (AEST)
PERCENTAGE OF FINAL GRADE: 20% WORD COUNT: 2000 words
HURDLE DETAILS: Achieve at least 50% of Assessment 2 and Assessment 3 combined marks (i.e. at least 20 out of 40 marks)
Why Brief Case Study Reports?
Case studies provide students and teachers with examples that can illustrate principles, provoke discussion, and facilitate learning. A case study report is not merely descriptive but a critical exercise, typically an examination of a situation or institution with a view toward making recommendations. Case study analyses are included in many courses to give students a sense of the constraints involved in decision making. Cases are usually based on real situations, and require you to investigate a business problem, examine the alternative solutions, and propose the most effective solution using supporting evidence.
Many large and reputable organizations, such as Unilever and P&G, use business case studies as part of their interview process to assess applicant’s ability to solve complex business problems. Thus this piece of assignment will help you in achieving such objectives as well as further strengthen your critical analysis – even if you are currently working full-time.
Case Study reports (2000 words)
This is an individual assignment. Students are expected to analyse and prepare a report for two case studies. These case studies will be discussed during the seminars. No outside research is required.
If your surname (i.e., last name) begins with the alphabet between A to L (e.g. Ali, Cheng, Jones, or Leung) you will attempt the following two case studies
Case # 1: Platform vs Pipeline Business Models: Are Airbnb and Marriott Right to Move into Each Other’s Turf? Case # 3: The New Amby: The Second Debut, Hindustan Motors
If your surname (i.e. last name) begins with the alphabet between M to Z (e.g. Mohamed, Park, Singh, Tan, or Wright) you will attempt the following two case studies
Case # 2 Digital Luxury Services
Case # 4: Sustainable growth in times of Crisis: L’Oreal Russia
Case Study Report format:
You will submit one word document. Total word count for this assignment is 2000 words, with 1000 words allocated to each case study. Please separate out the two case studies – and start the second case study on a new page. Each case study will have the following sections:
- Identification and justification of the main issues / problems
- Comments on effective alternative solutions
- Proposed best solution, justification and its implementation plan
1. Identification and Justification of the Main Issues/ Problems: (200 words approx.)
Identified problems should be such that the decision maker could address them and that actions could be taken by the decision-maker to resolve them. A good problem definition keeps the case analysis tightly structured because everything discussed after this point is related to the problem(s) stated in this section. Each problem is stated in one sentence, and is NOT given in the form of a question. There should be no more than 3 problems identified. Please provide justification for each substantial problem identified.
Your justification of the identified problems should be supported by facts given in the case together with the relevant theory and course concepts learning in this unit as well as in other marketing units.
2. Comment on effective alternative solutions (alternative solutions already mentioned in the case or proposed by you) (400 words approx.)
There is no one correct answer to any case analysis. As is the case in real life, there are more than one ways to interpret a case and solve problems. The approaches, interpretations and recommendations of different students will probably vary considerably. This provides a useful opportunity to compare and discuss different analyses and alternative solutions, which is a common practice in real life before finally recommending one solution.
In this section you need to identify at least two courses of action. As a rule of thumb, you should identify two to three alternatives. Don’t present an alternative just to fill up the section. You should carefully and concisely identify both the pros and cons for each alternative that you identify. These are likely to be based mostly on the problems that you have identified. You might firmly believe that one solution is best. Still, you should provide a balanced discussion of all alternatives that you have identified. Use theory and concepts learnt in this unit or other marketing units that you have completed to
strengthen your answer where possible.
3. Propose best solution, justification and its implementation plan (400 words approx.)
Regardless of how many alternatives you propose, you should only present the most viable solution. Spell out your recommended program of action for the best alternative solution that you are recommending. Base your choice upon a critical evaluation of the “crucial” differences between alternatives. Indicate how you anticipate overcoming potential negative factors associated with your recommended plan of action. Don’t repeat information from the alternatives section. Simply state which alternative you think is best and why it is the best solution. Conclude with a strong call to action (i.e., how you will implement your best solution that you are recommending). Use different theories and concepts learnt in marketing to strengthen your discussion.
You must correctly use the Harvard style of referencing. (where required)
Learning Outcome Details
Unit Learning Outcome (ULO) Graduate Learning Outcome (GLO) ULO 1: Apply the theoretical underpinnings of strategic marketing to key issues and decision- making techniques in planning and implementing marketing strategy in local and global context. GLO1. Discipline knowledge and capabilities ULO 3: Analyse information supplied from a case and identify the core issues, evaluate and recommend appropriate marketing strategies that incorporate economic, social and ethical perspectives. GLO4. Critical thinking GLO6. Self-management
Marking and feedback
The marking rubric for this task is available in the MMK 325 CloudDeakin unit site – in the Assessment folder (under Assessment Resources).
Students who submit their work by the due date is eligible to receive their marks and feedback on CloudDeakin after your final grades are released for this trimester. This is in accordance with the Faculty Policy for a unit that does not have a formal written final exam – in these units mark for the final submitted assessment item is withheld till the release of final grades and only will be released upon request to the unit chair.
You are to submit your assignment in the individual Assignment Dropbox in the MMK 325 CloudDeakin unit site on or before the due date.
When uploading your assignment, name your document using the following syntax: <your surname_your first name_your Deakin student ID number_[unitcode].doc (or ‘.docx’). For example, ‘Jones_Barry_123456789_ABC123.doc’.
Submitting a hard copy of this assignment is not required.
You must keep a backup copy of every assignment you submit, until the marked assignment has been returned to you. In the unlikely event that one of your assignments is misplaced, you will need to submit your backup copy.
Any work you submit may be checked by electronic or other means for the purposes of detecting collusion and/or plagiarism.
When you submit an assignment through your CloudDeakin unit site, you will receive an email to your Deakin email address confirming that it has been submitted. You should check that you can see your assignment in the Submissions view of the Assignment Dropbox folder after upload, and check for, and keep, the email receipt for the submission.
Extensions will only be granted for exceptional and/or unavoidable circumstances outside the student’s control.
Students seeking an extension for an assignment prior to the due date should apply directly to the Unit Chair by completing the Assignment and Online Test Extension Application Form. Requests for extensions will not be considered after 12 noon, 4 October. Applications for special consideration after the due date must be submitted via StudentConnect.
The following marking penalties will apply if you submit an assessment task after the due date without an approved extension: 5% will be deducted from available marks for each day up to five days, and work that is submitted more than five days after the due date will not be marked and will receive 0% for the task.
‘Day’ means working day for paper submissions and calendar day for electronic submissions. The Unit Chair may refuse to accept a late submission where it is unreasonable or impracticable to assess the task after the due date.
Calculation of the late penalty is as follows: (as shown in Cloud site)
- 1 day late: 5%
- 2 days late: 10%
- 3 days late: 15%
- 4 days late: 20%
- 5 days late: 25%
The Division of Student Life (see link below) provides all students with editing assistance. Students who wish to take advantage of this service must be organized and plan ahead and contact the Division of Student Life in order to schedule a booking, well in advance of the due date of this assignment. http://www.deakin.edu.au/about-deakin/administrative-divisions/student-life
Any material used in this assignment that is not your original work must be acknowledged as such and appropriately referenced. You can find information about plagiarism and other study support resources at the following website: http://www.deakin.edu.au/students/study-support
Dropbox closes 5 days after the submission date.
For information about academic misconduct, special consideration, extensions, and assessment feedback, please refer to the document Your rights and responsibilities as a student in this Unit in the first folder next to the Unit Guide in the Resources area of the CloudDeakin unit site.
MMK325 Strategic Marketing Case Study
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