Module 2 – Case
PROMOTION MANAGEMENT & SWOT ANALYSIS
Assignment Overview
Mobile marketing spending is increasing in recent years due
to the popularity of smartphone and mobile commerce. Burberry is starting to
use the mobile apps to reach the target market. Burberry is the first brand to
use a ‘Snapcode’ on Snapchat as it looks to give visitors in its stores access
to exclusive content. Read the following articles related to mobile app marketing
campaign by Burberry, mobile app design, and the digital marketing trends. Note
that you can find the articles without links in our online library databases
using the search box on TLC Portal.
BI Intelligence (2015). Here’s where digital ad spending is
going over the next five years. Retrieved from
http://www.businessinsider.com/mobile-will-drive-ad-spending-across-digitial-formats-2015-7
Burberry launches on kakao (2015). Newton: Questex Media
Group LLC.
Burberry launches global partnership with line. (2015, Feb
05). M2 Presswire.
DeMers, J. (2014, Aug. 15). 10 online marketing metrics you
need to be measuring. Retrieved from
http://www.forbes.com/sites/jaysondemers/2014/08/15/10-online-marketing-metrics-you-need-to-be-measuring/#65eec53b355f
Goodfellow, J. (2016). Burberry is printing codes on its
products to encourage customers to use Snapchat in-store. Retrieved from
http://www.businessinsider.com/burberry-partners-with-snapchat-discover-2016-4?nr_email_referer=1&utm_content=BISelect&utm_medium=email&utm_source=Sailthru&utm_campaign=BI%20Select%20%28Tuesday%20Thursday%29%202016-04-05&utm_term=Business%20Insider%20Select
L2 think tank: Burberry runs lunar new year WeChat campaign
(2016). Chatham: Newstex.
Magrath, V., & McCormick, H. (2013). Marketing design
elements of mobile fashion retail apps. Journal of Fashion Marketing and
Management, 17(1), 115-134.
O’Reilly, L. (2012, Sep 20). Burberry to put mobile first in
mix. Marketing Week (Online).
Roderick, L. (2015, Sep 18). Burberry in snapchat first as
it premieres new fashion collection online. Marketing Week (Online).
Roderick, L. (2016, Apr 04). Burberry uses first ever
snapcode to let in-store customers unlock online snapchat content. Marketing
Week (Online).
Case Assignment
Imagine you have been hired as a consultant to the VP of
marketing for Burberry. The VP wants to get an objective opinion from someone
outside the company who is familiar with current digital marketing basics.
Your job is to write a short memo of 750 -1,500 words
critically analyzing Burberry’s mobile marketing strategy. Note that the
company has decided to use mobile social platforms to reach its target markets.
Read and cite required articles listed above, including additional research you
have done, to address the following issues:
· Evaluate the
assumptions behind Burberry’s mobile marketing campaigns, with a brief
introduction of the company mobile marketing efforts.
· Analyze the
effectiveness of Burberry’s mobile marketing campaigns by applying relevant
branding and promotion concepts. Also specify the criteria you use to evaluate
the effectiveness.
· With the
increasing popularity of mobile media and social media, what would you
recommend to Burberry regarding its mobile promotion strategy? Explain why.
Do not spend a lot of time digging in the company’s website
and do not just rehash what the company did; instead, introduce a critical
perspective. Focus on the Case articles as well as relevant background reading
from Modules 1 and 2. There are no right answers; after all, you do not have
inside information. You will be evaluated on your understanding of the
background materials and your logic reasoning. In particular, show your
understanding of the way a change in target market affects the company’s
promotion strategy. Also, give some thought as to how Burberry’s mobile
marketing meshes with other elements of its marketing program, for example,
merchandising (product management), channel management, and pricing.
Assignment Expectations Regarding Your References and
Defense of Your Positions
Write clearly, simply, and logically. Your memo should be
750-1,500 words long, excluding title pages and references, but quality of
writing is more important than length. Use single space, black Verdana or Times
Roman font in 12 pt. type size. Check the following link for business memo
format:
http://www.fsb.muohio.edu/heitgedl/Memo%20writing%20tips%20ACC333%20SP06.pdf.
Back up your positions or opinions with references to the
required reading found in the Module 1-2 Backgrounds. In using those
references, demonstrate your understanding of the concepts presented. Rather
than grading on how much information you find, emphasis will be on the defense
of the positions you take on the issues. Also remember that:
· The
“why” is more important than the “what.”
· The defense
of your positions on the issues is more important than the positions you take.
Do not repeat or quote definitions. Your use of the required
reading to support your opinions (that is, contentions or positions) should
demonstrate that you understand the concepts presented. Do not include
definitions or summaries of the readings, or simply describe what the company
did. Instead, your responses to the questions should be analytical and should
demonstrate that (a) you understand the principles from case. Vague, general
answers will not earn a good grade.
Avoid redundancy and general statements such as “All
organizations exist to make a profit.” Make every sentence count.
Paraphrase the facts using your own words and ideas,
employing quotes sparingly. Quotes, if absolutely necessary, should rarely
exceed five words.
When writing an academically oriented paper, you will
uncover many facts about the product. If you paraphrase the facts, cite the
sources in your text and link those citations to references at the end of the
paper.
Here are some guidelines on how to conduct information
search and build critical thinking skills.
the background reading and (b) you can apply them to this particular
ScholarMatic: Explanation & Answer
Your ready answer from a verified tutor is just a click away for as little as $14.99
Click Order Now to get 100% Original Answer Customized to your instructions!
