University of Business Uber Acquisition of Careem New Customers Essay Individually you are required to write a short essay about the acquisition of Careem

University of Business Uber Acquisition of Careem New Customers Essay Individually you are required to write a short essay about the acquisition of Careem by Uber.Discuss how Uber should communicate with their new customers. Use materials and discussion that were learn in IMC classes in this essay.The word limits for this essay is 600. 10% plus/minus is allowed.Cases can be taken from the course text book.Alternative, there are case studies from adweek.com Assignment 2 Brief
Module code and title
Modern Marketing Communications
Assignment title/No.
Assignment 2
Grading percentage
12.5%
Deadline/ Hand-in
15th April at noon.
Assignment Description:
Individually you are required to write a short essay about the acquisition of Careem by Uber.
Discuss how Uber should communicate with their new customers. Use materials and discussion that
were learn in IMC classes in this essay. The word limits for this essay is 600. 10% plus/minus is
allowed. Cases can be taken from the course text book. Alternative, there are case studies from
adweek.com
Project Learning Outcomes:
•
•
Understand how to use different message for different audience
Learn how to critically discuss a case study
Tasks to be Covered:
Title:
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A title that captures the contents of the essay
Introduction:
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Introduce the essay with brief information and the aim of the essay
Main body
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•
•
•
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Very short introduce about Careem and Uber.
Introduce the acquisition and how it is important to Uber
Critically discuss how Uber should communicate with the new customers.
Show two examples from the literature and support it with arguments.
Reflection on your knowledge
Conclusion
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Recall the essay aim
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Explain how it achieved
Summarise the main key points from the main body
Referencing:
•
•
Harvard referencing is required when using any book, article, journal or online
references in the assignment
It is highly recommended that you reference from a good quality journal article
Additional Requirements:
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•
•
•
Cover page,
Reference list and in-text citation (Harvard style)
Times New Roman font, size 12, 1.5 spacing
To be submitted via Moodle Dropbox
Referencing your work:
Harvard referencing is required when using any book, article, journal or online references in the
assignment
Plagiarism and cheating:
Your attention is drawn to the University’s stated position on plagiarism. THE WORK OF
OTHERS THAT IS INCLUDED IN THE ASSIGNMENT MUST BE ATTRIBUTED TO
ITS SOURCE (a list of references and bibliography must be submitted).
Please note that this is intended to be an individual piece of work. Ensure that you read through
your work prior to submission. For some assignments, you may be asked to use the University
Plagiarism detection service ‘Turnitin’. Action will be taken where a student is suspected of
having cheated or engaged in any dishonest practice. Students are referred to the University
regulations on plagiarism and other forms of academic irregularity. Students must not copy or
collude with one another or present any information that they themselves have not generated.
Note: Late submission by one minute will be considered a one-day late submission, which will
cause a loss of 1.5% for each day.

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