~.~
In academic
STAFFORDSHIRE
UNIVERSITY
affiliation with
~1~
GULF COLLEGE
Method of Assessment: Individual Case Study & Critical Review of Refereed Journal
Weighting:
Module Credits: 15
60%
Critical Review
40%
Level: 6
Version I
Teaching block: 1
Module Name
Module Code
BSB10178-6
Module Leader
Weighting
Submission Date
You should hand in one copy of your assignment by the time and date mentioned above
to the appropriate 'hand-in location' at the Gulf College. Fill in the front cover (staple
together with your assignment). MAKE SURE that you fill in all the relevant details on this
form . An acknowledgment will be given to you upon receiving your assignment. This is
your receipt, keep it.
You can submit work by post, but you must send it recorded
delivery, it must be postmarked two days before the deadline date and a copy must be
kept by you in case it is lost in the post. Faxed assignments will not be accepted.
Maximum Word Length: Case-Based Assignment (60%) 2,000 words and Article
Critique (40%) 800 words
State the number of words used at the end of your assignment. You may include
diagrams, figures etc. without word penalty. A sliding scale of penalties for excess length
will be imposed according to the amount by which the limit has been exceeded.
1-10%
excess no penalty
11 -20%
21-30%
31%+
Version 1
NB. None of the above penalties will be used to change a student mark which is above
the pass mark, to one that is below the pass mark. Therefore, the maximum penalty for
exceeding the word limit will be a reduction to a pass grade.
Passing requirement
0- 39%
Fail
40% +
Pass
70% +
First Class
2.
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plan in tabular form with textual explanation. (Follow the format specified in
Annex A)
ANNEXA
3.
Conclusion - draw conclusion from analyses and findings and emphasise what
should be done differently in the case.
4.
Case:
Lipton
By Ralf Seifert and Aileen lonescu-Somers
The story.
When Michiel Leijnse became Unilever's global brand development director in 2005, his
brief included refreshing the high-profile Lipton tea brand.
Mr Leijnse - who had worked on Unilever's Ben & Jerry's, the pioneering sustainable
ice-cream brand - and his team soon realised there was an opportunity to win market
share by making the brand 100 per cent guaranteed environmentally and socially
sustainable. They also realised the move could include other well-known Unilever
brands, such as PG Tips and Lyons.
The challenge.
To be credible with consumers, the move meant certifying the plantations where Lipton
tea came from as sustainable, converting the whole supply chain to sustainable
methods, and telling consumers about the change - more or less all at the same time.
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Lipton's is a mainstream brand with such a large global market share that making it
totally sustainable would potentially affect world tea markets.
The strategy.
Unilever and the Rainforest Alliance started with big tea estates in Kenya, where
sustainability initiatives had long been under way. Some big Kenyan suppliers had good
standards and could be certified easily.
But when the initiative moved on to work with smallholders in other countries, the team
discovered that conditions for rollout differed in complexity from country to country.
Supply bases were sometimes more fragmented , and legal frameworks varied . It
became critical to adapt procedures to the varying contexts and to develop a network of
additional partnerships with experienced local organisations.
In Argentina , for example, Unilever and the Alliance teamed up with local organisation
Imaflora, a non-profit that promotes conservation , to help deal with about 6,500 loosely
organised farmers who had little experience in applying best practice in agriculture.
Once the certified tea started to appear on the shelves, first in Europe and then the US,
consumer campaigns got under way. As Mr Leijnse noted: "Where a link between the
brand and certified sustainable tea could be made, sales and market share went up."
Unilever also discovered that the sustainably produced tea appealed to new consumers
- in Italy, for example, it attracted younger customers.
The effects were felt inside and outside Unilever. Internally, the expansion to other
markets accelerated as marketing teams in Japan, Australia and the US introduced
certified tea ahead of schedule.
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Externally, meanwhile, a surge in demand for certified tea was taking place, thanks to
the involvement of the Ethical Tea Partnership. The ETP had been set up by the industry
in 1997 to improve supply chain issues. The ETP and the Rainforest Alliance decided to
collaborate in 2009, to build capacity within the industry for a move to certified
sustainable production. Other tea producers began to negotiate certification targets too.
The lessons.
Unilever learnt that, while challenging, identifying the right partners and adapting to local
contexts are both vital.
Thanks to its proactive stance on achieving sustainability in tea, Unilever showed that
implementing a mainstream initiative is possible, while also reaping financial and
reputational benefits.
Assignment Assessment Criteria
..
- ..
.,', ..
." ;::'~Topic" i,f: . ' '.j.'.
Desc~iption' ..
.., ' r "
- ,".
Define & discuss change management
I
Background of the case
Introduction
Objectives of the Assignment
~
2
Content and
Analysis
,~
.,
Weight
15
20
15
10
20
Unilever to
effectively
continuously guide
implement its change management programme.
Presented in a tabular format with textual
explanation.
3
Conclusion
4
References
Total
10%
10%
100%
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Outline for
Managing & Leading Change
Long Assignment - Case Analysis - 60%
(Write in an essay forma!. Word limit: 2000 (minimum) to 2200 (maximum) words.)
I.
II.
Market Share
Report
Sales Report
To provide
partners and
suppliers
update on
customer
demands.
Weekly
Yes
Yes
Weekly
Yes
NA
EmailNideo
Conference
1.
Write a summary of the article by identifying and explaining the author's idea and
perspective and the audience. Include direct quotes from the article to illustrate
your points.
2.
3.
Make a critical review of the article. Evaluate the strengths and weaknesses of
the opinions of the author and discuss both the positive and negative points
based on your overall judgment.
4.
Discuss your own point of view on how change can be implemented based on
your evaluation. Relate your critical analysis to any of the theoretical models of
change .
5.
Conclude the key pOints and reasons identified during the critical evaluation.
6.
Implement Harvard Style of Referencing from at least 15 references with year not
older than 2006 from varied sources.
Instruction: Below is a refereed article with its corresponding link for you to do critical
analysis and critiquing. To illustrate your point, bring in references to provide evidence
in support of your critique.
SUCCESSFUL CHANGE MANAGEMENT INVOLVES THE EMPLOYEES
Posted by Torben Rick on November 21, 2014 in Change Management
,/0
/ "
...~
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organizational change initiatives fail at an alarming rate. This is because most initiatives
fail to consider how changes affect the people in an organization.
To successfully implement change initiatives, organizational leaders must identify the
need for change and communicate it throughout the organization .
Engage people at all levels of the organization - Successful change management
happens at the bottom
They must also engage people at all levels of the organization by involving them in the
design of the implementation strategy.
Leaders must actively involve the people most affected by the change in its
implementation. This will help ensure employees at all levels of the organization
embrace the proposed changes .
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GOING TO GET A
AFRAID OF
GENDER CHANGE
CHANGE.
OPERATION ANO
MOVE TO CHINAI
I'VE ALl..o..J,tIr.,."Y5
WONDERED Wt-lAT
t..JOULD HAPPEN IF
50MEONE L"I5TENED
TO YOU.
':J
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change
management
involves
the
employees
http://www.torbenrick.eu/t1r/xcr
2
Content and
Analysis
3
Conclusion
4
References
Total
Description
Brief Summary of the article
Objective of the assessment
Weight
(%)
15
1.
20
2.
25
3.
20
10
10%
100%
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Plagiarism Warning
Summary
It can happen in any type of assessment where you are given the questions or tasks
in advance.
If another student uses your work in their answer(s), both you and they will be
punished when caught.
The details
Plagiarism is a form of cheating in which students use the work of others and present it as
their own. Staffordshire University publishes a fully detailed description of what the term
'plagiarism' means on the University's main web-site under the heading 'Procedures for
dealing with suspected cases of academic dishonesty. We strongly recommend that you go
and read the full document at the above address. Meanwhile, here is an extract of some of
the relevant content. You will have committed plagiarism and may be caught, reported and
punished (as described below) if you:
Copy extensively from the work of others (from sources such as books,
magazines, journals, web-sites for example) and submit the work as your own. NB
It is acceptable to refer to the work of others as long as you do not use too much,
and reference your sources properly. If you do not know how to do this, please
follow the guidelines given in the document entitled 'Adding quotations and
references to your written work' at this web-site address:
http://www.staffs.ac.uklschools/business/bsadmin/staff/s3/jamr.htm
Copy another students' work and submit it for assessment under your own name.
Allow another student to copy your work and they then submit it for assessment
under their name
This last item is of particular importance; few students seem to understand what it means. If,
for example, you allow another student to borrow your work and they subsequently copy
some that work and present it as their own, YOU and they will both be punished even though
someone else copied your work.
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individually assessed forms of assessment your work must be different from that of every
other student. Plagiarism can occur in aSSignments and any examination where the questions
are issued to students in advance. In both cases it is possible for you to ask other people
about how best to answer the questions or complete the necessary task
You should be aware that different modules and subjects may have different requirements . In
some subjects, answers to questions may, for example, require every student on a module to
employ or refer to the same diagram(s), concepts and
the like in order to construct an acceptable answer. You should note, however, that even in
these circumstances your explanations of what the diagrams mean, and any other writing
referring to any common diagrams and concepts should all be in your own words. Moreover,
the situation may be very different on other modules, where the submission of work that has a
very similar structure, or the use of very similar materials such as concepts, diagrams,
quotations and the like, to that of another student, may lead to you being accused of
plagiarism.
The picture is complicated and, unfortunately, it is not possible to give advice that is directly
relevant to every module you study. If you are unsure about how to avoid plagiarism in any
specific module, then rather than hoping and guessing, you should ask for guidance from the
member of staff who delivers that module.
Our overall advice is straightforward; by all means discuss how best to answer questions or
complete tasks with your colleagues , but when it comes to actually writing your answers - DO
IT ALONE!
What happens if you get caught?
Examination Boards may punish offending students in any manner that they deem fit. Typical
punishments Boards may choose range from reducing grades, making students re-sit
modules, through to failing students on a module or an entire award. The University regards
this form of cheating as a serious offence. Full details of the range of likely punishments can
be found on the University's web-site under the heading 'Procedures for dealing with
suspected cases of academic dishonesty.
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Outline for
Managing & Leading Change
Short Assignment - Article Critiquing - 40%
(Write in an essay format. Word limit: 800 (minimum) to 880 (maximum) words.)
I.
II.
III.
IV.