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Faculty of Design, Media &
Management
Assignment Brief
Module Title:
Marketing
Module Code:
Assignment No/Title:
CW1 – Individual Report
Submission Date:
14 September 2018
Assessment
Weighting:
Feedback Target
Date:
Module Co-ordinator/
Tutor:
Murat Dizlek (dizlek@bwl-studieren-ohne-grenzen.de)
MG406
25%
3 weeks
Submission Instructions:
This assignment is to be submitted electronically
1. This assignment must be submitted electronically on the submission date
2. To submit electronically you must upload your work to the e-submission area within the hfu-net.de
(http://hfu-net.de/course/view.php?id=385) concerned.
3. You can resubmit your work as many times as you like until the deadline. If you choose to resubmit, your
earlier submission will be replaced, and you will NOT receive an Originality Report until 24 hours from
when the submission was made.
4. You are reminded of the University’s regulations on cheating and plagiarism. In submitting your assignment
you are acknowledging that you have read and understood these regulations.
5. Late submission within 10 working days of the deadline will result in the mark being capped at a maximum
of 40%. Beyond this time the work will not be marked.
6. You are reminded that it is your responsibility to keep an electronic copy of your assignment for future
reference.
Instructions to Students:
Address the task below and submit the final written assignment (PDF or Word) electronically on the date
indicated above.
You can submit your assignment either in English or in German language.
This assignment tests the following Learning Outcomes for the module:
1. Analyse the effectiveness of the marketing mix for any given company or brand;
2. Identify research requirements to begin to solve a business / marketing problem in a company;
3. Plan, implement and critique a programme of marketing research;
4. Analyse the effectiveness of marketing planning within a commercial business.
The Assignment Task:
Background and Scenario for the assignment:
The Chinese brewery Tsingtao was founded in 1903. Today it claims about 16 % of domestic market share
and therefore it is the second largest brewery in China and the sixth largest brewery in the world. You can buy
the Tsingtao beer in Germany though but the distribution is predominantly limited to online shops.
In your first Coursework you already tried to analyse how Tsingtao could be able to increase its market share
in Germany by creating an appropriate Marketing-Mix.
Your task now is to create a branding concept for the company Tsingtao.
To answer this question, you are required to write a report that includes:
1.
Introduction (300 words approximately):
Explain the term branding and describe the contemporary branding concept of Tsingtao in China and
worldwide, but especially in Germany.
2.
Brand essence (700 words approximately):
Please elaborate which brand essence and brand promise could be successful in Germany for the
company Tsingtao.
3.
Positioning (1.000 words approximately):
Which brand personality should be communicated to the German public in order to increase the brand
awareness and consequently the market share in Germany?
And describe the positioning of Tsingtao in Germany?
4.
Conclusions/Insights (400 words approximately):
Make some further recommendations for other branding choices, for example umbrella branding,
individual brand names et cetera.
And bring all your findings to a reasonable conclusion.
Assessment Criteria:
Mark Allocation
Knowledge and Understanding
70 %
Document Construction
15 %
Style and Expression
15 %
1) Academic essay of 1,500 words (50%) Deadline: Week 11, Friday April 7th 6 pm
Essays need to address the task in an appropriate academic fashion, i.e. your arguments
need to be based on theoretical evidence and actually answer the question. If you fail to
answer the question in your essay you will fail the entire essay even though your essay
might have touched upon the subject (follow the Marking Criteria, Page 12). Written
assessed coursework must be upload onto MyLearning ‘Turnitin online
assessment’ (Electronic submission).
Once your work has been uploaded to Turnitin, it reports back to academic staff as to the
extent of any unoriginal material and your tutor will mark your essay online. Feedback to
students will normally be provided within 15 working days of the published coursework
component submission date.
- You need to submit your essay by uploading it onto MISIS ‘Turnitin online assessment’ on
Week 11
- Choose only one of the following two questions (see below)
- Put your name and student number
- Deviation from word limit (1,500 words) is accepted at level of +/-10%
- Use font Times New Roman/Arial, size 12, line spacing 1.5, justified alignment
- Individual feedback will be provided to students
Question 1: How did the Aravind Eye Hospital boost its efficiency from TWO to
SEVEN times (Macdonalisation)?
Recommended reading list:
Rangan, V (2009). The Aravind Eye Hospital, Madurai, India: In Service for Sight.
Harvard Business School.
Ritzer, G
(2010). The Macdonalisation of Society. Boston: McGraw Hill
Question 2: To what extent does personality predicts employee performance?
Recommended Reading list:
Barrick, M. R., Stewart, G. L., & Piotrowski, M. 2002. Personality and job performance:
Test of the mediating effects of motivation among sales representatives. Journal of Applied
Psychology, 87: 43-51.
Hurtz, G., & Donovan, J. (2000). Personality and job performance: The Big Five revisited.
Journal of Applied Psychology, 85, 869–879.
Judge, T. A., Higgins, C. A., Thoresen, C. J., & Barrick, M. R. (1999). The big five
personality traits, general mental ability, and career success across the life span.
Personnel Psychology, 52, 621–652.