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Module Title: Marketing Management市场管理
Lecturer: Dr. Phoebe Wong
Credit Value: 10 Credits
Module Level: 7 (Core)
Remarks:备注：
1。分配是一个单独的报告;
2。只有一个报告承载这项任务的100％;
3。这应该是3000字+ / - 10％，长度为这项任务，任何偏离将被处罚;
4。该报告应包括介绍，主要结果和结论。所有的源都应得到承认和应附的参考名单。
5。分配应当打字;
6。截稿日期为2011年3月23日;
7。这种分配占100％，在此模块中的总评估。
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:转让要求：
此任务的设计是一次实战演练在营销管理，提高你的能力，适用于一个真实生活中的业务设置课程内容。预计完成所有三个问题，确保他们在指定的日期提交。所有的参赛作品必须打字，很好地奠定了，写在一个适当的标题（介绍，主体部分和结论性意见）及第学术风格。请确保所有提交完全是你自己的工作。
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.你应该分配结构，使读者很容易理解，使用段落分开点和副标题，以突出题材。你可以假设读者有一个良好的知识的题材，但你不应该离开读者参考，写的是什么。这意味着，您使用的解释和论证来支持你的论点应当明确。同时，你应该包括详细的补充材料，附录中，而不是在正文中。
You should structure the assignment so that it is easy for http://www.ukassignment.org/ygkczy/ 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报告写作指南
该报告应该是免费的，从口语化的语言，拼写，语法和排版错误。该报告必须包含以下几个部分：
一，分配封面。
二。宣言。的声明载于附录2的样本，供您参考。
III。执行摘要。概述你的分配和结果。
四。表的内容。必须清楚地表明章节和小节。
五言。提供简要说明报告范围。
六。讨论和分析。表示在所有三个问题的讨论营销理念及审慎分析国泰实施营销活动和战略应用。
七。结论。概要讨论。
VIII。引用。你已经使用的信息来源在您的报告，如期刊文章，书籍，会议论文，报纸和网站（哈佛参照系统）的名单。
九。附录。支持不是在文本信息的集合。
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. 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).
IX. Appendices. Collection of supporting information not presented in the text.
Learning outcomes covered:学习成果包括：
该分配被设计为
（一）加强营销管理理论基础的理解，
（二）提高你的能力来分析品牌的作用在营销管理中，
（三）了解参与营销活动的管理营销理念和战略应用的组件。
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%).
2) Discuss customer value, satisfaction and loyalty, and brand equity of Cathay Pacific (30%).
3) Critically examine how Cathay Pacific builds long-term relationships (relationship marketing) with its partners (e.g. channels, dealers, agencies) (20%)
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.#p#分页标题#e#
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 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.
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.
“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.:
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