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Homework answers / question archive / Level 5 Marketing Communications in Digital World: Element 2, Individual case study-based assignment, 50% Module Leader: Mr Peter Soko Key Details and Requirements Submission Date: Friday 27-May-22, no later than 16:30 Learning Outcomes to be achieved: LO1 Respond to the dynamic geopolitical, regulatory, technological and sociological environment, both strategically and tactically, through the use of marketing theory, concepts and practices LO3 Understand the importance of integrating both traditional marketing communication tools with online tools Assessment details: Element 2, Individual case study-based assignment, (1500 words+/-10%), 50% Referencing: Students are expected to use Harvard Referencing throughout their assignments where required
Level 5 Marketing Communications in Digital World: Element 2, Individual case study-based assignment, 50% Module Leader: Mr Peter Soko Key Details and Requirements Submission Date: Friday 27-May-22, no later than 16:30 Learning Outcomes to be achieved: LO1 Respond to the dynamic geopolitical, regulatory, technological and sociological environment, both strategically and tactically, through the use of marketing theory, concepts and practices LO3 Understand the importance of integrating both traditional marketing communication tools with online tools Assessment details: Element 2, Individual case study-based assignment, (1500 words+/-10%), 50% Referencing: Students are expected to use Harvard Referencing throughout their assignments where required. Please follow the Harvard Referencing Handbook for all your assignments at the ULBS. Submission Method: Turnitin - Your work needs to be put through Turnitin. All submissions will be electronically checked for plagiarism. You have the option to upload your work ahead of the deadline, ULBS will be reviewing your last submission only. Turnitin cannot be used for late submissions. In such case, you should send your work to Turnitin-submissions@law.ac.uk If you experience issues when uploading your work, please email it by the deadline to Turnitin-submissions@law.ac.uk Please note that you can deviate +- 10% from the word limit stated on each assignment. ASSESSMENT DETAILS Case Study Pandora: Wherever Life Takes You, Take it With You. Pandora developed its markets from a single store in Copenhagen, Denmark, into an international jewellery brand. Having established a manufacturing base in Thailand, Per and Winne Enevoldsen— who founded the company—concentrated on building their business through wholesale jewellery markets. They focused on the products and introduced the Pandora charm bracelet into Denmark, where it was a great success, and then moved on to Germany, Austria and the USA. The innovativeness of the product, positioned at affordable prices, enabled Pandora to develop these markets quickly. More factories were opened in Thailand, and a vertically integrated system—in-house designers, the company’s own factories and retail stores and franchises—was used to service the increased demand. The company continued to use its products to reinforce the brand’s market position. Its ‘Wherever life takes you, take it with you’ campaign aimed to encourage loyalty from existing customers, who were targeted to build up their collection of Pandora products as keepsakes of the special moments in their lives. For the future, Pandora has a strategic vision, which is ‘to become the world’s most recognised jewellery brand’. Its marketing plan involves continuing to position the brand as affordable, good quality jewellery, but to develop the product portfolio beyond the bracelets and charms into rings, earrings and necklaces (Jobber and EllisChadwick, 2016) Scenario As a newly joined marketing assistant of Pandora digital marketing team in the UK, you have been asked by the director to write a report (1500 words+/-10%) addressing the following key tasks: Task 1: Digital marketing environment a. Analyse Pandora’s digital marketing environment and discuss how Pandora can continue to position the brand as affordable, good quality jewellery online. Analyse macro, micro and internal environmental factors that impact Pandora’s digital marketing decisions. Discuss how these factors create opportunities/threats and strength/weaknesses. Task 2: Digital Marketing strategy Looking to the future vision of Pandora, which is ‘to become the world’s most recognised jewellery brand’. It plans to position the brand as affordable, good quality jewellery, but to develop new products. You are required to: a. Evaluate the key segmentation criteria that Pandora should use to target the right segment in the UK and propose distinctive positioning for the new product. b. Propose an online marketing communication for the launch of the new product (rings, earrings or necklaces). Make reference to appropriate marketing theories and models that apply and explain digital marketing planning. Students will need to complete a cover sheet and complete references. Assessment Criteria Class Scale Attributes Marks FIRST (Excellent) Exceptional 1st The work displays exceptional breadth and depth of knowledge and understanding. Evidence of detailed analysis / application deploying research in order to advance work and/or direct arguments. Written in a fluent style with a clear focus and structure: excellent use of grammar, spelling and language conventions. Performance deemed to be beyond that which one would expect at this Level and aligned to the learning outcomes set. 95-100% High 1st Excellent knowledge and understanding demonstrating a breadth and depth of substantive knowledge that is comprehensive accurate and relevant to the learning outcomes. Evidence of reflective insight / application and ability to select a wide range of appropriate sources, theories, and principles from reading and research. Consideration of opposing arguments. Excellent demonstration of relevant skills; excellent communication, with very good use of grammar, spelling and language conventions. 90-94% Mid 1st 80-89% Low 1st 70-79% UPPER SECOND (Very Good) High 2:1 Very good knowledge and understanding informed by accurate interpretation and awareness of related facts / concepts. Demonstrates an ability to use a structured communication approach to sustain a relevant and coherent argument. Evidence of appropriate reading / research. The work is well structured and organised with good use of grammar, spelling and language conventions. 68% Mid 2:1 65% Low 2:1 62% LOWER SECOND (Good) High 2:2 Good insight and understanding of related information, such as principles, theories, evidence and techniques. Work demonstrates descriptive application of knowledge. Limited evidence of ability to sustain a relevant and coherent argument. Some evidence of appropriate reading / research to advance work / direct arguments. May not directly answer the question or fully align to the learning outcomes. Reasonable use of grammar, spelling and language conventions. 58% Mid 2:2 55% Low 2:2 52% THIRD (Sufficient) High 3rd Incomplete breadth and depth of substantive knowledge. Sufficient display of theory to practice application using terminology, basic facts and concepts. Work is generally descriptive and lacking in theoretical and reflective insights or application. Arguments may be weak or poorly constructed and are too simplistic. Limited attention paid to quality and appropriateness of resources. Poorly structure work with no clear sense of organisation of the material. The work may display evidence of poor grammar and spelling. 48% Mid 3rd 45% Low 3rd 42% FAIL (Insufficient) Marginal Fail Insufficient knowledge and understanding of the area of study; the answer may show some awareness of the area but misses many important facts and concepts and makes major errors. Work is descriptive with a limited use of sources to advance work. 38% Mid Fail 35% Low Fail Arguments are weak or poorly constructed. Work that is limited in coherence, clarity and effective communication. 32% FAIL (Inadequate) Little relevant knowledge but with some level of awareness of the subject area. Fails to show any analysis / application and does not meet the learning outcomes. Fails to use data, citations or other sources in the correct manner. The work is descriptive and any arguments are partial and unsubstantiated. Poor communication skills which hamper ability to demonstrate achievement of outcomes. 20-29% FAIL (Severely Inadequate) Work is severely inadequate and demonstrates little or confused awareness of the subject area. Poorly informed descriptive narrative with little evidence-based argument. Use of sources is inappropriate and arguments are unsubstantiated and unstructured. Very poor communication skills. 10-19% FAIL (Profoundly Inadequate) Virtually no attempt – the candidate may have written a few sentences but without addressing the question in any way. Learning outcomes are not met. There is no real attention to any presentation norms or structure to the narrative. 0-9%
