MARKETINGS CASE STUDIES

Caterpillar had been on a growth tear for 15 years. As the largest and most geographically diverse heavy equipment maker, it was best positioned to weather a slow economy. And although Caterpillar did ok throughout 2008while the recent economic crisis remained largely centered in the United States, it took a blow once the recession spread worldwide and institutions everywhere just stopped building things. For Caterpillar, annual revenue toppled 37 percent in 2009 (from $51 billion to $32 billion), while profits spiraled downward 75 percent. Caterpillar responded by dramatically cutting costs. It has also rolled out promotional incentives similar to those offered by automotive manufacturers in order to spark sales. By mid-2010, as some important economic sectors began to recover, Caterpillar’s sales and profits also rebounded. But like most other companies, Caterpillar is still wanting for a slower than-expected economic turnaround to materialize.

  1. Given the nature of the demand for its products, is there anything that Caterpillar could do to maintain or increase revenues in a down economy?
  2. As a corporation that fuels the economy to some extent is there anything that Caterpillar could do to facilitate a global economic recovery?

Case Study # 2

Brief History:

The first Starbucks location opened in 1971. The name is inspired by Moby Dick’s first mate. This name and the mermaid logo were inspired by the love of the sea, from Starbucks original location in Seattle Washington in the heart of Pike Place Market. Starting as a single shop specializing in high quality coffee and brewing products the company grew to be the largest roaster in Washington with multiple locations until the early 80’s. In 1981, current CEO Howard Schultz, recognized a great opportunity and began working with the founder Jerry Baldwin. After a trip to Italy to find new products, Schultz realized an opportunity to bring the café community environment he found in Italy to the United States and the Starbuck’s brand we know today began to take form.

 

Selling espresso by the cup was the first test. Schultz left Baldwin to open his own Italian coffee house Il Giornale which found outrageous success and in 1987 when Starbucks decided to sell the original 6 locations, Schultz raised the money with investors and purchased the company and fused them with his Italian bistro locations. The company experienced rapid growth going public in 1992, and growing tenfold by 1997, with locations around the United States, Japan and Singapore. Starbucks also began expanding its brand. According to George Garza in his article the history of Starbucks the following product lines were added: • Offering Starbucks coffee on United Airlines flights. • Selling premium teas through Starbucks’ own Tazo Tea Company. • Using the Internet to offer people the option to purchase Starbucks coffee online. • Distributing whole bean and ground coffee to supermarkets. • Producing premium coffee ice cream with Dreyer’s. • Selling CDs in Starbucks retail stores. Starbucks uses minimal advertising and has grown on word of mouth and brand recognition. According to Garza by 2004 Starbucks had reached 1,344 locations.

  1. Please explain how can Starbucks maintain a competitive advantage over the competitors?
  2. Which target marketing strategy best describes Starbucks efforts? Please support your point using examples?
  3. How does Starbucks use its variety of products to build relationships with the right customers?

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Critical Literature Review

Part B – Critical Literature Review (2,500 words)

1. Conduct a limited search of UOW databases using your criteria from Part A to find four (4) research-based journal articles (quantitative, qualitative research articles) that relate specifically to your chosen topic. Of the four (4) articles, at least one (1) should contain quantitative research. (You do not have to conduct your entire search strategy as outlined by you for a systematic review, but rather do a more limited search designed to gather 4 pertinent research articles directly related to your topic).

2. Write a critical literature review of your four (4) chosen articles in essay format. The review should provide a description of the studies, the methodological quality of the studies and synthesized results or findings from the studies. You should then make conclusions on how these studies collectively progress knowledge on your chosen topic, with implications for practice and future research. (See Model Assignment)
Submit an electronic version of your assignment via upload to eLearning

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Based on your reading of Connecting Health and Care for the Nation:

Based on your reading of Connecting Health and Care for the Nation: A 10-Year Vision to Achieve an Interoperable Health IT Infrastructure, discuss the guiding principles of building an interoperable health IT ecosystem. Do you believe this effort will solve the problems of interoperability in healthcare? Why or why not? Based on your reading of the HealthIT.gov site and How to Implement EHRs listed in the Additional resources section; discuss the advantages of EHRs and the processes used in implementing EHRs. What are the barriers you expect to see during such a process? https://www.healthit.gov/sites/default/files/ONC10yearInteroperabilityConceptPaper.pdf https://www.healthit.gov/providers-professionals/frequently-asked-questions https://www.healthit.gov/sites/default/files/ONC10yearInteroperabilityConceptPaper.pdf

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Political issue on immigration

current event paper Immigration issues Provide a thorough, but brief, summary of the political issue. An understanding of the issue should be developed by reading the articles uncovered during research for the assignment. The information provided in the summary will lay the foundation for you to react and respond to (analyze) the political issue Present your perspective on the political issue. Think critically about the topic discussed in the articles and clearly express your thoughts about it in writing. Consider eight standards for critical thinking (Paul and Elder, 2103): clarity, accuracy, precision, relevance, depth, breadth, logic, and fairness.

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Transactional Communication Model

Scenario: You are attending a town council meeting where you meet community leader Fran Richardson who is influential in the transportation business. You and Richardson obviously have a lot in common and your conversation is animated and friendly. As a manager in an engineering firm, you know that Richardson could be a valuable contact. Your conversation is interrupted with the start of the meeting. Richardson says to you, “Let’s meet for lunch. I’ll call you soon.” Students will respond to the following: Apply the transactional communication model to the above scenario, when you met community leader Fran Richardson. Using each of the model’s elements: Explain each component of the transactional communication model. Assess how each element listed below influences the interpretation of a message’s meaning: Sender Receiver Channel Message Feedback Noise Context Simultaneous and Continuous

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A literary analysis essay on the following short stories: Good People by Wallace, The Lesson by Bambara, and The Lady with the Dog by Chekhov. However, it must use Lopez Criticism with external and internal landscape. It can focus on narrator, setting, or theme.

A literary analysis essay on the following short stories: Good People by Wallace, The Lesson by Bambara, and The Lady with the Dog by Chekhov. However, it must use Lopez Criticism with external and internal landscape. It can focus on narrator, setting, or theme.

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The marketing mix is used within the implementation of the marketing strategy. Please select one of the industries listed below, and search for information about the marketing mix used by at least two companies in your selected industry:

The marketing mix is used within the implementation of the marketing strategy. Please select one of the industries listed below, and search for information about the marketing mix used by at least two companies in your selected industry:

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Corporate Sustainability Management

Brief Unit Description

Corporate management for sustainable development is emerging as a core knowledge area for business leaders. There is growing recognition of the importance of factors such as the management of climate change, environmental protection, conservation of biodiversity, social responsibility, customer satisfaction, and the sustainable use of scarce resources in determining company success.

This unit introduces students to concepts of sustainable development, environmental impact assessment processes, decision-making by government and business, and the establishment of industry leadership through a commitment to balanced business performance and long-term shareholder value. The sustainable management of resources, whether in the sphere of government, corporate, or community activity, is one of the most critical issues of the future. The unit focuses on the role of managers in the creation of sustainable development for competitive edge.

Unit Objectives / Learning Outcomes

On successful completion of this course students will be able to:

  1. Apply innovative and entrepreneurial thinking and practice to corporate sustainability management
  2. Conceptualise the state of environmental planning in Australia and the international setting
  3. Analyse the relationship between urban form, community attitudes to natural processes, resource management and policy development
  4. Develop and communicate a business case for business sustainability

Graduate Attributes

On successful completion of this Unit, students will have been taught and assessed for the following attributes :

Graduate Attribute A
1 Technical capabilities and skills þ
2 Innovative and entrepreneurial thinking þ
3 Communication and self-management skills þ
4 Research and information literacy þ
5 Problem solving skills þ
6 Ability to interact effectively within a group environment þ
7 Demonstration of ethical and professional standards þ

Unit Content

The topics covered in this Unit include the following:

  • Business ethics fundamentals
  • The Business and Society Relationship with Sustainability
  • History and conceptual foundations of Corporate social responsibility
  • Business Sustainability
  • Corporate governance
  • Foundational issues Stakeholders Approach
  • Strategic management and corporate public affairs
  • Issues and Crisis management
  • Natural environment as stakeholder
  • Business and community stakeholders
  • Business influence on Govt. and public policy
  • Ethical issues in the global Arena
  • Sustainability management
  • Case Studies on Business Sustainability

 

Readings, texts & other reference material

Each week, students are required to:

  • Read the relevant chapter(s) of the prescribed text before attending the lecture.
  • Complete the tutorial questions before attending the

The solutions will be posted on Moodle at a time determined by the teaching academic.

Prescribed Text

  • Carroll, A. B, Buchholtz, A. K. (2014) Corporate Governance and Social Responsibility: Ethics, Sustainability and Stakeholder Management, 9th Edition, South-Western College Pub, 978-1285734293
  • Carroll, A. B, Buchholtz, A. K. (2013) Corporate Governance and Social Responsibility: Ethics, Sustainability and Stakeholder Management, 1st Edition, Cengage, Australia

Recommended Texts/Readings

  • Brockett,A & Rezaee,Z. (2012) Corporate Sustainability: Integrating Performance and Reporting, Wiley Australia
  • Dovers, S. & Wild River, S. (2003) Managing Australia’s Environment, The Federation Press, Sydney
  • Hargroves, K. & Smith, M.H. (2006) The Natural Advantage of Nations: Business opportunities, innovation and governance in the 21st century, Routledge
  • Sanford,C. (2011)The Responsible Business: Reimagining Sustainability and Success, John Wiley & Sons
  • Tyler-Miller Jnr, G & Spoolman, S (2012), Cengage Advantage Books: Sustaining the Earth, 10th Ed, Cengage Learning, South Melbourne

Reference Journals

  • Business Strategy and the Environment
  • Corporate Social Responsibility and Environmental Management
  • European Management Journal
  • Journal of Business Ethics
  • Journal of Environmental Planning and Management
  • International Journal of Corporate Strategy and Social Responsibility
  • Corporate Governance: The international journal of business in society
  • International Journal of Sustainable Society
  • International Journal of Sustainable Entrepreneurship and Corporate Social Responsibility
  • International Journal of Management and Sustainability
  • Corporate Social Responsibility (CSR) eJournal

 

Websites

  • The Natural Edge Project http://www.naturaledgeproject.net/ Natural Capitalism http://www.natcap.org/
  • Office of Climate Change/The Stern Review on the Economics of Climate Change

http://www.sternreview.org.uk

UNIT ASSESSMENT DETAILS

Students are expected to attempt all assessment tasks and achieve over 50% (overall) to be deemed to have completed the Unit.

Cover sheets for all written assignments are available on Moodle. Students MUST download the correct cover sheet before beginning to work on the relevant assignment as these sheets will form a record of submission for the assignment. Each assignment will have an assessment rubric (marking guide) on Moodle that guides students in preparing their submissions.

Assessment method or type (including duration or word requirement) Weighting (%) Online submission or paper based & date due Learning Outcomes assessed Graduate Attributes assessed
Mid Term Test: This will be conducted during session 4.1 in campus. The maximum duration for the completion of the test will be 1-hour. This Test will cover the topics from sessions 1.1 to 3.1 It will consist of 30 multiple choice questions. 30% Multiple Choice Test done in class on paper in 

Week 4.1

27/06/2016

b, c 1,3
Group Assignment:(Group of 2 students). Students must produce a Weekly Reflective Journal approx. 2000 words (equivalent to 1000 words per student).

Draft journal (includes Wk1.1-2.2 only) is to be submitted in class/Moodle in wk. 3 and

A Complete Weekly Reflective Journal from week 1.1- 5.2 both sessions inclusive, to be submitted in week 5. (Please check the Assessment Description & Rubrics on Moodle.)

10% Draft +20 % Complete Journal

 

=30%Total

Draft Submission 10 % in class/Moodle in Wk. 3.120/06/2016

A complete 5 weeks reflective  Journal

to be Submitted

on

Friday -Week 5

08/07/2016

On Moodle

Any individual submissions requires prior approval from the lecturer

a – d 1,7
End of Term Exam: This assessment consists of a closed book 2-hour exam and may include short answers, case studies and essay type questions.Important: To pass the unit students need to achieve at least 25% for the final exam and 50 % in Total. 40% Written exam during exam week a – d 1-3,5,7

Feedback

Students will receive summative feedback in the form of marks and grades for all invigilated examinations and online quizzes. Group or individual formative feedback will be provided following the mid-term test to allow students the opportunity to seek further clarification on grades and to assist their learning. Assignments will be returned to students in week 6 to ensure they are incorporated as part of the learning process and preparation for the end of Term examination.

Assessment moderation

Moderation describes a quality assurance process to ensure that assessments are appropriate to the learning outcomes, and that students’ work is consistently evaluated by assessors. Minimum standards for the moderation of assessment are described in the Assessment Policy.

Topic/Lecture Outline

 

Termweek Session Topic Relevant reading and / or Assessment tasks
1 1.1 The Business and Society Relationship with Sustainability  Chapter 1 
1.2 History and conceptual foundations of Corporate social responsibility  Chapter 2 
2 2.1 Corporate governance: foundational issues & stakeholders approach Chapter 3Chapter 4

 

2.2 Strategic management and corporate public affairs  Chapter 5Workshop on Reflective writing
3 3.1 Issues and Crisis Management  Chapter 6Draft of the Assignment
3.2 Business ethics fundamentals  Chapter 7 
4 4.1 Natural environment as stakeholder  Chapter 15Mid Term Test
4.2 Business Sustainability: Business and community stakeholders  Chapter 16 
5 5.1 Ethical issues in the global Arena   Chapter 10 
5.2 Business influence on Government. and public policy  Chapter 12Group Assignment Due on Friday of week 5
6 6.1 Sustainability management: internal stakeholders  and workplace issues  Chapter 17 
6.2 Case Studies on business sustainability;  Exam Revision

CIC POLICIES AND GENERAL INFORMATION

Late submission, special consideration and penalties

The date of submission is the date that the work is to be handed to the lecturer or submitted through Moodle.

If a student feels they have a case to seek an extension for a late submission of work (medical circumstances, personal circumstances that can be documented), they should complete the Application for Special Consideration form (for assessment with weight of 20% or more) and provide this to their lecturer, together with the necessary evidence prior to the date that the assessment task is due.

If the extension is granted by the lecturer, the extension time granted must be adhered to. If the student does not submit the task by the extension date, the work will be deemed as being late. Generally only one extension application and date will be approved per assessment task.

An assessment item accepted for submission after the assessment due date, and without an approved extension will be penalised. The standard penalty is the reduction of the mark allocated to the assessment item by 10% of the total mark applicable for the assessment item, for each day or part day that the item is late (a ‘day’ for this purpose is defined as any day on which the relevant campus administration is open). Assessment items submitted more than 10 days after the assessment due date are awarded zero marks.

Academic Integrity

CIC is committed to ensuring academic integrity amongst its staff and students.  Academic integrity is based on values of honesty, respect, fairness, trust and responsibility. These values are fundamental to our teaching and learning in the Faculty. Academic misconduct is contrary to the values of academic integrity and is not tolerated at CIC.

Turnitin

Turnitin is text-matching software that is used by CIC to assist you with writing and referencing. You may be required to submit your written assignments to Turnitin. You may submit draft assignments to Turnitin (check with your lecturer) for self-checking prior to the final submission, however, the final submission to Turnitin must be the same as the hard copy submitted for assessment (if required). Note that Turnitin requires you to allow 24 hours between each submission.

In cases of alleged plagiarism or collusion, Turnitin reports may be used by lecturers as evidence. If you require assistance with Turnitin, please contact your lecturer.

The Australian Guide to Legal Citation

Unless otherwise advised, CIC staff and students should use the Harvard Citation Guide. The guide can be viewed online at https://www.citethisforme.com/harvard-referencing

Assessment Task cover sheet

A Faculty specific Assignment Cover Sheet is to be completed and attached to each submission where directed by the Unit teacher or Coordinator.

Assessment Grades and Percentages

 

 Grade

 

 Meaning

 

 Percentage

 

HD Higher Distinction 80% above
D Distinction 70% – 79%
C Credit 60% – 69%
P Pass 50% – 59%
F Fail 0 – 49%

Students with a disability or chronic illness

If you have a disability or chronic illness, which you feel may impact on your studies, please discuss your support needs with your lecturer, course coordinator or the welfare counsellors.

Alterations to this Unit

No change to this Unit outline will be permitted after the end of the first week of the term except in exceptional circumstances and with the approval of the Director of Higher Education. Students will be notified in advance of any approved changes to this outline in accordance with the Unit Outline policy.

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MSc Human Resource Management and Development

Project Management, Leadership and Skills: Planning and Control  Implementation & Execution or Do it stage OVERVIEW Project Management, Leadership and Skills

Project Management

1. Introduction to Project Management

2. Project Initiation

3. Project Planning

4. Implementation and Execution

5. Project Closedown and Review

6. Managing Multiple Projects and Summary Ch 3 AIMS FOR THIS UNIT o Teams and Roles o SystemRequirements and Control o APM Control Terminology o Supply Chain Management o Problem Solving and Decision Making o Models for Decision Making o

Choice of Techniques

TEAMS AND TEAMWORK LIFECYCLE OF EFFECTIVE TEAMS

Collection/entrenchment/resolution/synergy/decline/breakup o 1980s quality circles

Tuckman & Jensen,1977 o Business as usual reorientation Effectiveness o Clarity of goal o Results driven structure o Competencies in team o Shared commitment o Standards of excellence o External support/recognition o Institute principled leadership IMPORTANCE OF TEAM STRUCTURE o Creative, tactical, problem solving o Group think (Janis,1982) o Pure project organisation o Matrix management o Problems arising o Personality o Motives and conflict o Roles (Belbin,1996) and awareness exercise: Write a brief paper on which roles your prefer and why? How can you expand your future exposure?

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Strategy & Strategic Dilemmas

• To present strategy as a debate.

• To provide an international focus, introducing students to the issues of adapting approaches to strategy in an international context.

• To engage students in the process of critical evaluation.

• To enable students to describe and apply appropriate techniques for designing managing strategy.

INTENDED LEARNING OUTCOMES:

On successful completion of this assessment students should be able to:

1. Critically evaluate the key dilemmas in the formation of strategy.

2. Critically evaluate and define strategic options.

PROJECT DESCRIPTION:

Take a company of your choice… Describe the key dilemmas that this company faces with particular respect to:

Foundations of Strategic Management

Internal Analysis – Resource Based View of Strategy

Environment and Competition: The market based view of strategy

Internationality: Globalisation v Localisation

Strategy Formation: Planned v Emergent

Format of the Project:

· The report should display a coherent structure i.e. title page, contents page, introduction, executive summary, methodology, findings, analysis, conclusions, recommendations, referencing and appendices.

· The project should be prepared as a neatly typed Word document (Times New Roman 12 points), with double spacing and page numbering, and it should be presented in a folder.

· The written projects are expected to consist of approximately 2500 words per student (not counting tables or inserts, introduction and conclusions).

· Tables and data taken from other sources maybe included in an appendix.

· All sources must be referenced in the text and a full bibliography must be provided (including visited websites) in the Harvard style.

· Students are reminded that depth, relevance and variety are the crucial elements of quality research. (Wikipedia is not considered to be a relevant source of information, any students referencing Wikipedia will be deducted marks!)

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