Introduction to Marketing (CCBS4008)
2024-25 Semester 1
INDIVIDUAL ASSIGNMENT (10%)
The coffee shop industry has undergone a significant transformation in recent years, driven by evolving consumer preferences and market dynamics. Traditionally, coffee shops focused primarily on offering high-quality coffee and a comfortable space for customers. However, today's coffee drinkers are looking for more than just a caffeine boost; they seek a holistic experience that aligns with their values and lifestyle, particularly in terms of the increasing trends related to Environmental, Social, and Governance (ESG) considerations.
Questions
1. Examine the changing marketing landscape of the coffee shop industry in recent years.
Provide specific examples to illustrate key trends and shifts in consumer preferences. (50%)
2. Explain the concept of ESG. As the marketing manager of a new coffee chain in Hong Kong, outline a comprehensive strategy for integrating Environmental Sustainability and Social Responsibility into your marketing initiatives. Discuss specific tactics and approaches you would employ. (50%)
SUBMISSION GUIDELINES
Format of your Submission
. Include a cover page with Student Name, Student ID, and Course Name.
. Answer the two questions separately in an essay format. You need to use headings and paragraphs to make your essay easy to read.
. Word limit: no more than 1000 words excluding cover page and references for the whole assignment. (Put down the word count at the end).
. Answers should be typewritten in Times New Roman or Arial (font size 12), and 1.5 lines spacing on A4 paper.
Research
. For this assignment, formal scholarly research is not required. You can conduct preliminary research to gather ideas and insights.
. Make sure that you include proper citations and references on the final page under the heading "References” .
Weight of this Assignment
. This assignment contributes 10% to your total course mark.
Due Date
. Before Lecture 4
Submission Method
. Upload your assignment on SOUL via Turnitin. Make sure you include appropriate referencing to avoid plagiarism. (Similarity: no more than 15%)
Late Penalty
Unless with valid reasons, penalty will be applied for late submission as below:
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Late by
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Penalty
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1 calendar day (24 hours)
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Marks deducted by 20%
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2 calendar days (48 hours)
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Marks deducted by 50%
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3 calendar days (72 hours) or more
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Marks deducted by 100%
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