Learning Management System

COURSEWORK- INDIVIDUAL

Year 2018 MONTH Feb-May 2018

Subject MKT3383 MARKETING PRINCIPLES, DIRECTIONS AND

APPLICATIONS
Weight 25%-Case Study Submission Date Week 8
The Banyan
Tree

REGULATIONS

A. Late Submission

 A 10% deduction per day of total coursework marks (excluding weekends and public
holidays).
 Late submission between 5 to 10 days, results in a 50% deduction of total coursework
marks.
 Late submission past 10 days results in an automatic 0% for coursework and the
student will be barred from the final examination.

B. Deliverables

Students must submit all materials supporting their coursework listed in the deliverable section.

 The coursework must be done INDIVIDUALLY and must be entirely your own work.
Please make sure that you are aware of the rules concerning plagiarism. If you are
unclear about them, please consult your program coordinator/lecturer.

Plagiarism is presenting somebody else’s

work as your own. It includes: copying
information directly from the Web or books
without referencing the material; submitting

 The coursework should exhibit formal research skills i.e. with a table of content, proper
citations, references, and appendixes.
 The coursework write up must be able to demonstrate critical analysis and application of
both theory and practical issues to the company that is being discussed.
 Student may include additional relevant data/information apart from the proposed
guidelines in conjunction to your research. Additional marks will be awarded for such
attempt.
 Your written report should not be more than 2500 words.
 Use one and half spacing with 12-point font and New Times Roman. Fully justified.
Pages must be numbered. Using APA Referencing System.

 Please attach a copy of the grading scheme (shown in Appendix A) at the front of your
coursework (after the Cover Page) during submission
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 A CD containing the softcopy version of your coursework should be submitted as well.

Student must submit Turnitin report of the coursework.
 Turnitin similarity rate for each source cited should be less than 5% and overall turnitin
similarity rate should be less than 20%

COURSEWORK – CASE STUDY (The Banyan Tree)

Case Study - The Banyan Tree: branding the intangible

Source: Jochen Wirtz, (2011) "The Banyan Tree: branding the intangible", Emerald Emerging
Markets Case Studies, Vol. 1 Issue: 1, pp.1-12, https://doi.org/10.1108/20450621111110474

Your Assignment

Read and analyse the attached case study and prepare a report on your analysis. Make sure
you address all the points stated below, giving examples from other organisations / websites to
support your arguments. In addition to the recommended text books, you should include
sources from credible online resources, journals, magazines or news reports to support your
analysis and answers.

Following are the questions based on the case study stated above. Please answer these
questions with relevant academic justification and relevance.

1. What are the main factors that contributed to Banyan Tree’s success?

2. Evaluate Banyan Tree’s brand positioning and communications strategies. Can

Banyan Tree maintain its unique positioning in an increasingly overcrowded
resorts market?

3. Discuss whether the brand portfolio of Banyan Tree and Angsana, as well as
the product portfolio of beach resorts and city hotels, spas, galleries, and
museum shops fit as a family. What are your recommendations to Banyan Tree
for managing these brands and products in future?

4. What effect does the practice of CSR have on brand equity?

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FACULTY OF BUSINESS, ACCOUNTING & MANAGEMENT

COURSEWORK COVER SHEET

COURSE: ______________________________ INTAKE: _____________________

STUDENT PARTICULARS

Name: ___________________________________________________

IC / Passport No: ___________________________________________________

Student No: ___________________________________________________

Subject: ___________________________________________________

Mode of Study: □ Full time □ Part time

Lecturer: ____________________________

Due Date: ___________________

Declaration by student:

1, ____________________________ hereby declare that the attached assignment is my own work and
understand that if I am suspected of plagiarism or another form of cheating; my work will be referred to
the Dean of Faculty who may as a result recommend to the SEGi College Examination Board that my
enrolment in the programme be discontinued.

I am submitting the following items:

□ Coursework Cover (1 page) □ Hardcopy document (No of pages ___)

□ CD (Please tick either one that you are submitting)

NOTE:

1. Students are reminded to keep a copy of all assignments / coursework submitted.

2. All LATE SUBMISSION will be DEDUCTED 10% a day up to a maximum of FIVE (5) days,
where after that, the coursework will be marked ZERO (0).

__________________ ____________________
Student Signature Date
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MARKETING PRINCIPLES, DIRECTIONS AND APPLICATIONS

GRADING SCHEME (INDIVIDUAL REPORT-CASE STUDY)

No. Assessment Criteria Weightings Marks Allotted by

Lecturer

1. Factors that contributed to the success of Banyan 20%

Tree

2. Unique sustainable positioning 20%

3. Recommendation to Banyan Tree for managing 30%

brands and products in future.

4. Effects of CSR on brand equity 20%

Presentation of the report:

5. i. Appropriate citation and references.
ii. Style, format and readability including 10%
proper organization of answers.
iii. Involvement and critical discussion
iv. This coursework must have a Cover
Sheet, Table of Content and Page Number
and Proper Heading/Title for each part
answered, list of references (Use of APA
Referencing System)
Overall presentation.

/100

/25%

Comments:
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