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 the background reading and (b) you can apply them to this
particular 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.

Emerald Group Publishing. (n.d.). Searching for information. Retrieved from http://www.emeraldinsight.com/learning/study_skills/skills/searching.htm

Emerald Group Publishing. (n.d.). Developing critical thinking. Retrieved from http://www.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm

Guidelines for handling quoted and paraphrased material are found at:

Purdue Online Writing Lab. (n.d.). Academic writing. Retrieved from https://owl.english.purdue.edu/owl/section/1/2/

Purdue Online Writing Lab. (n.d.). Quoting, paraphrasing, and summarizing. Retrieved from https://owl.english.purdue.edu/owl/resource/563/1/

Purdue Online Writing Lab. (n.d.). Is it plagiarism yet? Retrieved from https://owl.english.purdue.edu/owl/resource/589/02/

Your paper consists of arguments in favor of your opinions or
positions on the issues addressed by the guidelines; therefore, avoid
the following logical fallacies:

Purdue Online Writing Lab. (n.d.). Logic in argumentative writing. Retrieved from https://owl.english.purdue.edu/owl/resource/659/01/

You have been invited to assemble a task force to design a medication assistance program. You need to submit a proposal, regarding who you would invite, to the CEO. Consider the perspectives of prescribers, discharge planners, financial navigators, patients, suppliers, book keepers and subsidizers. If you were to seek the input of 5-7 stakeholders, who would you invite to the planning table, and why? Consider the need for a group facilitator. Who would that person be, and why?

Submit a 2-3 page APA style response to this query. Open with a paragraph of purpose, dedicate a paragraph to each stakeholder that you would invite, and close with a summary of what you hope to accomplish with the group, within a designated time frame.

Write a six to eight (6–8) page paper in which you:

• Define the fundamental responsibilities and key characteristics of the Chief Information Officer (CIO) and Chief Technology Officer (CTO) within health care organizations. Make one (1) recommendation where they can utilize their expertise to assist with employee and patient satisfaction. Support your response with related examples of such expertise in use.
• Suggest two (2) developing technologies that health care systems should use in order to improve health care processes and thus increase the quality and lower the cost of health services. Provide a rationale to support your response.
• Determine two (2) significant methods that health care systems should use in order to prevent misuse of information and protect data privacy and thus achieve a high level of security of health information. Provide a rationale to support your response.
• Suggest one (1) strategy for health care organizations to train providers in using technology in health care. Provide a rationale to support your response.
• Provide three (3) best practices for effective IT alignment and strategic planning initiatives. Justify your response.
• Use at least three (3) quality academic resources in this assignment. Note: Wikipedia and similar type websites do not qualify as academic resources.

Your assignment must follow these formatting guidelines:

• Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; references must follow APA or school-specific format. Check with your professor for any additional instructions.
• Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required page length.

Review the Power Point for Aristotle’s Poetics.

Pay Particular attention to the order in which the importance of play constructions is spelled out by the Ancient Greek teacher. The order of Poetics and their six part structure could not have been any more important for Aristotle.

Over the centuries that the essay has been written, many playwrights and storytellers have broken from this method of play structure but you can always see the six elements within any story when we look. This includes television and film.

It is important that we begin to see how film, Theatre and TV, tend to fall into categories that help us engage with that storytelling medium. As we move through the course of our semester we will see how understanding Genre, Style and Poetics as an approach help us gain a fuller insight into what our film-makers, play-makers and storytellers want to us receive and react to when they tell their stories. In this way tragedy, cultural background, sociopolitical, class, race, relationship issues can be raised and addressed in a clearer way.

For this exercise you are to choose a favorite film of yours and decide how that movie is arranged with the main six categories that Aristotle gives us. Why does this movies fall within its specific category? What about the nature of the storytelling tells you that this movie is a plot driven movie, a character driven movie, an idea movie, a story that is about the language, a story that is rooted and driven with music or a story that is driven by its spectacle.

Make sure you answer ALL parts of the question, and BE SPECIFIC!! Minimum 200 words.

The remaining team project assignments in this course are based on a hypothetical business case for which your project team is serving as information system consultants. This is a cumulative team project process in which each team project following this one is continuing work for the hypothetical business on which this case is based.

Part 1

Information Requirements Determination (IRD) Project Component

Based on your consulting company’s initial work in discovering the business needs of Mid-Century Modern Décor Unlimited (MCMDU), you now have the following additional information about your client company’s processes that will need to be supported by the planned inventory information system:

1. Addition of new item to inventory system: the marketing/sales staff, in cooperation with the manufacturing staff, transmits the basic information on new products to be added to inventory management on a paper form brought to the inventory management office. This form must contain approval signatures of the Vice President for Operations and the Vice President for Sales. Upon receipt of a correct form (as determined by the Inventory Management staff), the inventory information for the new item is added to the appropriate Microsoft Excel 2010 workbook(s).
2. Recurring inventory report: the inventory is reported on a monthly basis in printed form and distributed through interoffice mail to the owner, vice presidents, and managers of the manufacturing and marketing/sales departments.
3. Ad-hoc inventory reports: an ad-hoc report on one or more inventory items may be requested by the owner, vice presidents, and managers of the manufacturing and marketing/sales departments. These requests must be created on a “Special Report Request” paper form brought to the inventory management office. The inventory management staff attempts to produce these reports within two business days of the time of the request.
4. The inventory management staff will also create an ad-hoc report in printed form upon phone request from either the owner or the company vice presidents. There is not a special form for this request: the inventory management will jot the specifications for the needed report down on paper when called by these individuals with a request. The inventory management staff attempts to produce these reports within one business day of the time of the request.
5. The inventory management staff maintains the templates for inventory information from the e-commerce retailer customers within a file folder on a hard drive on the PC computer system in the Inventory Management office. Recall from the Background Information section that e-commerce retailers will generally require that their company-specific templates be used when transmitting inventory-related information such as complete product descriptions. Once the templates are populated with the requested information, the Inventory Management staff can transmit that information to the e-commerce retailers by logging in through the retailer’s extranet portal for MDU.

The Tasks:

Obviously, you will be facing a challenge in effectively determining systems requirements for this project. Based on the information provided in Chapter 6 of the course textbook and web-based research, your team’s task here is to select an overall strategy for determining system requirements. In addition, you have decided to develop an interview process with various employees of the company to assist in determining the information requirements needed to support the development of a system that meets the scope of the planned system. Create this deliverable in a Microsoft Word document.

Your deliverable for this component of the team project is to include the following components:

1. A project scope statement: see the associated definition/description on page 199 of the course textbook and the example portrayed in Figure 5-10 on page 134 of the course textbook.
2. An analysis of systems requirements determination strategies (review Chapter 6) in order to select the optimal strategy for this specific information systems project for MDU. This component must contain an identification and discussion of the potential strategies followed by your well justified recommendation for proposing the optimal strategy for information requirements determination (IRD) for the planned system. Be aware that a single method of IRD is almost never adequate to gather the needed information for a systems development project.
3. An interview plan as detailed in interview outlines followed by specific questions (you should use both close-ended and open-ended questions) that you plan to ask in initial interviews with (1) Alexis Harrison, the company owner and (2) company employees (specify which ones). Note that you may also choose to employ additional interviewing methods (see Chapter 6) for obtaining this type of information.

Required Format:

The required format of this component is five clearly labeled sections:

1. An introduction of the background and intended purpose of the specified tasks (see above section)
2. The Project Scope Statement
3. The systems requirements determination strategy (this may be some combination of two or more strategies identified and discussed in Chapter 6)
4. The interview designs, with the target for each interview design clearly indicated
5. A summary/conclusions section

APA format is not required for this component. Submit your completed work for Part 1 in a single Microsoft Word document or Adobe PDF file. Only the designated team leader for this project component is to submit a copy of the team’s completed work.

Part 2

Once you have completed the Information Requirements Determination (IRD) component (see Part 1 above) as a team, the next step is to work on the second component, which is the creation of a Scope Statement and Work Breakdown Structure (WBS, see your textbook for definition, discussion, and example) to guide a project team in accomplishing the IRD tasks. For the WBS, you would identify a descriptive task name, duration in days), start and finish dates, predecessors (a task or tasks that must be completed before this task can be started), and the resources (in this case, one or more of your team members). Once you have done this, enter your WBS in a Microsoft Project 2013 or Microsoft Project 2016 file (free downloads of this software product are available from your Microsoft Imagine account) and submit your completed work in this file to this assignment link. Here is additional information and other requirements is addition to those stated above:

1. Build your WBS in the MS Project Gantt Chart view.
*2. Enter Summary tasks to logically group your task list (see Figure 3-10 on page 58).
*3. Enter Milestone tasks (a task with a 0 duration) to indicate the completion of major groups of tasks (for example, “Interviews Complete”).
4. Your team members should be entered as Resources (one or more Resources must be identified for every task except Summary and Milestone tasks.

You can download a free copy of Microsoft Project 2013 or Microsoft Project 2016 from your Microsoft Imagine account previously established earlier in the semester. A free Microsoft “Learn Project 2013 Tutorial” app is available on this site (Links to an external site.)Links to an external site..

Required Format:

The required format of the Part 2 component of this project as follows:

1. In a Microsoft Project file, build your WBS in Gantt Chart view..
2. Be sure to include summary tasks, milestone tasks (tasks with a zero time duration), and resources for each task producing a deliverable (summery taks and milestone tasks do not produce deliverables).

Submit this component of your completed work for Part 2 in a single Microsoft Project file. The team member designated as team leader for this assignment is to submit a copy of the final product.

Note: Any reuse of work by students in previous sessions in this courses will result in a zero on this assignment as a minimum and possibly a failing grade for the entire course as circumstances warrant.

IMPORTANT

You only need finish Part 2 with . *2 .Enter Summary tasks to logically group your task list (see Figure 3-10 on page 58). -I only have PowerPoint
*3. Enter Milestone tasks (a task with a 0 duration) to indicate the completion of major groups of tasks (for example, “Interviews Complete”). In Microsoft Project

If you have some problems ,you can tell me.

I found i cant upload MS Project, so If you cant upload, you can ask me e-mail and send me with e-mail.