Marketing Strategy for Emirates Airlines

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Marketing Strategy for Emirates Airlines
In this assignment, you are asked to consider the organisation that you work for, or one that you are very familiar with.  (Emirates Airlines)
Prepare a brief introduction for this assessment to identify your chosen organisation (Emirates Airlines) This introduction should be no more than 200 words and should clearly and concisely set the context for your answer
ASSIGNMENT TASK:
When creating customer value and building strong customer relationships, companies find it increasingly difficult to ‘go it alone’ and need to work closely with a variety of external ‘partners’.
Based on your chosen organisation, critically examine the external Partner Relationship Management activities / strategies that your chosen organisation undertakes (e.g. with suppliers, channel partners, strategic alliances, etc. – Please Note: do not include end users / customers).
Some areas that your answer might examine, but should not be limited to, include:
– Evaluate the role of the key ‘external’ partners for the chosen organisation. What do these ‘external’ partners help the organisation to achieve? How do these ‘external’ partners help the organisation to create and deliver value for its customers?
– What strategies does the organisation have in place to build and manage these ‘external’ partner relationships?
– Consider how the organisation can improve the management of these relationships in the future. Are there any difficulties / challenges in managing these ‘external’ partner relationships? How does the organisation overcome these difficulties / challenges?
GUIDANCE NOTES:
1-  You must provide discussion / examination / analysis, using the academic theory and relevant sources (company, industry, government and academic) to support your answer.
2-  Provide appropriate examples to illustrate your points.
3- You will be required to cite the sources used within the text for each part and to provide an accompanying Reference List on a separate page at the end of your answer for each part presenting the sources used in that part.
ASSESSMENT CRITERIA
Please note that you will be assessed on the following criteria:
1- Critical analysis and clarity of argument
2- Knowledge and use of the academic literature
3-Relevance
4- Structure and organisation
5-  Bibliography and referencing
USEFUL REFERENCES:
The following provides some ‘initial’ readings for this assessment.  Remember, you will need to support your answers with a range of academic and non-academic sources.
PART A (MARKETING):
Textbook Chapters:
Kotler, P. and Keller, K.L. (2016) Marketing Management, 15th Edition. Pearson Education Limited: Harlow – Chapter 2 (pages 74-75 – ‘Strategic Alliances’) and Chapters 7 & 17.
Other ‘Useful’ Readings:
Please also refer to the ‘supplementary’ readings provided under Unit 10 of the course materials – see under Reading List for Unit 10.
Abosag. I., Yen, D.A. and Barnes, B.R. (2016) ‘What is dark about the dark-side of business relationships?’ Industrial Marketing Management, Vol. 55, pp.5-9
Chakravorti, S. (2009) ‘Extending customer relationship management to value chain partners for competitive advantage’, Journal of Relationship Marketing, Vol. 8, pp.299-312
Hakansson, H. and Ford, D. (2002) ‘How should companies interact in business networks?’ Journal of Business Research, Vol. 55, pp.133-139
Lindgreen, A., Hingley, M.K., Grant, D.B. and Morgan, R.E. (2012) ‘Value in business and industrial marketing: past, present and future’, Industrial Marketing Management, Vol. 41, pp.207-214
Mitrega, M. (2012) ‘Network partner knowledge and internal relationships influencing customer relationship quality and company performance’, Journal of Business and Industrial Marketing, Vol. 27, No. 6, pp.486-496
Morgan, R.M. and Hunt, S.D. (1994) ‘The commitment-trust theory of relationship marketing’, Journal of Marketing, Vol. 58, July, pp.20-38
Mouzas, S., Henneberg, S. and Naude, P. (2007) ‘Trust and reliance in business relationships’, European Journal of Marketing, Vol. 41, No. 9/10, pp.1016-1032
Storey, C. and Kocabasoglu-Hillmer, C. (2013) ‘Making partner relationship management systems work: the role of partnership governance mechanisms’, Industrial Marketing Management, Vol. 42, pp.862-871
Wang, J.J. and Zhang, C. (2017) ‘The impact of value congruence on marketing channel relationship’, Industrial Marketing Management, Vol. 62, pp.118-1271
OPERATIONALIZING & COMMUNICATING VALUE– Individual Assignment – Final
Part A
Assignment Instructions:
Assignment Reference OCV/StudentNumber/Jul17/IAFa
Due Date 28 November 2017
Word count (if applicable) 1500
File Format MS Office or PDF
Submission Details Turnitin – instructions provided on
Blackboard
Assignment Question: PART A – MARKETING
Please note: Individual Assignment Final consists of 2 parts – ie.
Part A: Marketing (50%)
Part B: Operations (50%)
This document relates ONLY to Part A: Marketing –
You are required to answer BOTH parts of this assignment task
(please see separate document for Part B: Operations)
Your answers must be presented in separate documents and submitted
separately via the relevant submission links provided on Blackboard.
The word count set is 1500 words for Part A and 1500 words for Part B.
2
PART A – Marketing
For Part A of this assignment, you are asked to consider the organisation that
you work for, or one that you are very familiar with.
Prepare a brief introduction for this assessment to identify your chosen organisation.
This introduction should be no more than 200 words and should clearly and
concisely set the context for your answer to Part A.
(Please note: Parts A & B will be marked separately, therefore, you will need to
provide a relevant introduction for each part, to make the context of your answer for
each part clear for the marker).
ASSIGNMENT TASK:
When creating customer value and building strong customer relationships,
companies find it increasingly difficult to ‘go it alone’ and need to work closely with a
variety of external ‘partners’.
Based on your chosen organisation, critically examine the external Partner
Relationship Management activities / strategies that your chosen organisation
undertakes (e.g. with suppliers, channel partners, strategic alliances, etc. – Please
Note: do not include end users / customers).
Some areas that your answer might examine, but should not be limited to, include:
– Evaluate the role of the key ‘external’ partners for the chosen organisation.
What do these ‘external’ partners help the organisation to achieve? How do
these ‘external’ partners help the organisation to create and deliver value for
its customers?
– What strategies does the organisation have in place to build and manage
these ‘external’ partner relationships?
– Consider how the organisation can improve the management of these
relationships in the future. Are there any difficulties / challenges in managing
these ‘external’ partner relationships? How does the organisation overcome
these difficulties / challenges?
3
GUIDANCE NOTES:
(1) You are required to write concisely to transmit the information and your analysis.
The expected overall word count for Part A is 1500 words and Part B is also 1500
words.
Note: the maximum word count allowed for each part is 1700 words. Any
assessment that is greater than the maximum word count set for each part will be
penalized in the marking process.
ALSO: for each part, please note that you are advised to keep the ‘brief’ Introduction
section to within 200 words – this applies to both Part A and Part B.
(2) The word count does not include the Title Page, Appendices, Reference List and
words in tables and diagrams.
(3) In your answer, make full use of the range of material available in this course
(including academic and industry sources [plus market reports and government
data]). We would expect to see a minimum of 6 academic references outside of
the core textbook used in each part to support your answers.
(4) You must provide discussion / examination / analysis, using the academic theory
and relevant sources (company, industry, government and academic) to support
your answer.
(5) Provide appropriate examples to illustrate your points.
(6) You will be required to cite the sources used within the text for each part and to
provide an accompanying Reference List on a separate page at the end of your
answer for each part presenting the sources used in that part.
(7) For guidance regarding citation and referencing, please refer to the ‘MBS Citation
and Referencing Guide’, a copy of which is available for you to access on
Blackboard.
(8) Please ensure that you are familiar with the section in your Global MBA Student
Community Areas on Blackboard, which relates to ‘Academic Misconduct’ and the
University’s policy regarding collusion and plagiarism.
ASSESSMENT CRITERIA
Please note that you will be assessed on the following criteria:
 Critical analysis and clarity of argument
 Knowledge and use of the academic literature
 Relevance
 Structure and organisation
 Bibliography and referencing
A rubric will be supplied to provide you with more detail of the criteria.
4
USEFUL REFERENCES:
The following provides some ‘initial’ readings for this assessment. Remember, you
will need to support your answers with a range of academic and non-academic
sources.
PART A (MARKETING):
Textbook Chapters:
Kotler, P. and Keller, K.L. (2016) Marketing Management, 15th Edition. Pearson
Education Limited: Harlow – Chapter 2 (pages 74-75 – ‘Strategic Alliances’) and
Chapters 7 & 17.
Other ‘Useful’ Readings:
Please also refer to the ‘supplementary’ readings provided under Unit 10 of the
course materials – see under Reading List for Unit 10.
Abosag. I., Yen, D.A. and Barnes, B.R. (2016) ‘What is dark about the dark-side of
business relationships?’ Industrial Marketing Management, Vol. 55, pp.5-9
Chakravorti, S. (2009) ‘Extending customer relationship management to value chain
partners for competitive advantage’, Journal of Relationship Marketing, Vol. 8,
pp.299-312
Hakansson, H. and Ford, D. (2002) ‘How should companies interact in business
networks?’ Journal of Business Research, Vol. 55, pp.133-139
Lindgreen, A., Hingley, M.K., Grant, D.B. and Morgan, R.E. (2012) ‘Value in
business and industrial marketing: past, present and future’, Industrial Marketing
Management, Vol. 41, pp.207-214
Mitrega, M. (2012) ‘Network partner knowledge and internal relationships influencing
customer relationship quality and company performance’, Journal of Business and
Industrial Marketing, Vol. 27, No. 6, pp.486-496
Morgan, R.M. and Hunt, S.D. (1994) ‘The commitment-trust theory of relationship
marketing’, Journal of Marketing, Vol. 58, July, pp.20-38
Mouzas, S., Henneberg, S. and Naude, P. (2007) ‘Trust and reliance in business
relationships’, European Journal of Marketing, Vol. 41, No. 9/10, pp.1016-1032
Storey, C. and Kocabasoglu-Hillmer, C. (2013) ‘Making partner relationship
management systems work: the role of partnership governance mechanisms’,
Industrial Marketing Management, Vol. 42, pp.862-871
Wang, J.J. and Zhang, C. (2017) ‘The impact of value congruence on marketing
channel relationship’, Industrial Marketing Management, Vol. 62, pp.118-127
5
OPERATIONALIZING & COMMUNICATING VALUE
INDIVIDUAL ASSIGNMENT – FINAL
FREQUENTLY ASKED QUESTIONS (FAQs)
To assist you when completing the Operationalizing & Communicating Value
Assignment 2 (final individual assignment) task, the following are some of the
questions that are typically asked by students and the responses provided by the eTutors:
Question Answer
What is meant by ‘academic
references’?
The main sources of academic references include:
articles from academic journals, academic books /
textbooks, academic research reports, conference
proceedings.
On the other hand, examples of practitioner /
industry sources include: press and media,
business publications, government reports, market
research reports / market intelligence (e.g. Keynote,
Mintel and Euromonitor), and company websites /
reports / communications.
I’m concerned about using my
own company name when
answering some of the
questions, due to confidentiality
issues.
You can retain the anonymity of the company by
referring to it as ‘Company X’, ‘Company Y’, etc.
However, for the marker’s information, in your
answer you will need to state that you have taken
this approach due to confidentiality issues. Also, it
would be useful to give an indication of the industry
/ sector in which the company operates.
I want to use material that is
classed as ‘for internal use only’
by the organisation that I work
for – how do I acknowledge this
source in my assessment?
If you are using a specific confidential internal
company document, then we recognize that it might
be difficult for you to acknowledge that specific
source. Therefore, you will need to let the marker
know the situation in the main discussion (rather
than not acknowledging the source of the
information at all) – ie. that the source for this
information is undisclosed due to confidentiality
reasons.
What is the required structure of
the assessment?
It is recommended that you use an essay-type
format and avoid presenting your answer as merely
a series of bullet-points or lists. Make use of
relevant headings / sub-headings to help to provide
structure to your answer.
6
Question Answer
Can you please confirm what is
included / excluded in the set
word count for this assessment?
The title/cover page, reference list and appendices
are not included in the set word count for this
assessment. However, although appendices are
not included in the word count, the word count set is
already of a sufficient amount to answer this
assessment. As indicated in the assessment task –
any assessment that is greater than the maximum
word count set will be penalized in the marking
process.
Therefore, text which should be included in the
main body of your answer should not be
incorporated into the appendices in order to avoid
exceeding the word count limit. The marker would
not look kindly on this approach.
Words in tables and diagrams are also not included
in the word count set – however, they should be
used appropriately and not used to circumvent the
word count limit. Again, the marker would not look
kindly on this approach.
Are we allowed to use flow
charts/diagram illustrations in
our assessments?
You can use diagrams/illustrations etc. that you
think appropriate to enhance your answer.
However, all tables, charts, diagrams, etc. must be
numbered sequentially, and labelled and referenced
correctly.

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GET A 40% DISCOUNT ON YOU FIRST ORDER

ORDER NOW DISCOUNT CODE >>>> WELCOME40

 

 

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