59648 – Individual assignment – HC2112 Service Marketing and

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Individual assignment – and Relationship MarketingAssessment Details and Submission GuidelinesTrimester T2.2020Unit Code HC211 Title Marketing and Relationship MarketingAssessment Type ReportAssessment Title Individual assignmentPurpose of the assessment (with ULOMapping) This assignment has 2 Parts. While the First Part requires students to have knowledge about integrate marketing communication, the Second Part focus more on the operation system of industry. Students should apply the learning from lecture1-9 to address 2 Parts of this assignment. In detail requirement can be found below.Weight 35 % of the total assessments: 20% for Part 1, 15% for Part 2Total Marks 35 marks: 20 marks for Part 1, 15 marks for Part 2Word limit 3000 words: 1000 words for Part 1, 2000 words for Part 2Due Date Week 10: 25th September, 2020 – 11.59 pmSubmission Guidelines • All work must be submitted on Blackboard by the due date along with a completed Assignment Cover Page.• The assignment must be in MS Word format, no spacing, 12-pt Arial font and 2 cm margins on all four sides of your page with appropriate headings and page numbers.• Reference sources must be cited in the text of the report, and listed appropriately at the end in a reference list using Harvard referencing style.Part 1: Short case study – 2 questions. Each question is worth 10 marks. Total: 20 marks (1000 words for 2 questions)Integrated marketing communications: Gangnam StyleSouth Korea rapper and musician Psy (real name Park Jae-Sang) burst onto the world stage in 2012 with his smash hit video ‘Gangnam style”. It was such a global phenomenon that in four short months since its launch in July 2012, it became the most watched YouTube video of all time. It currently retains this title with over 1.6 billion views and counting.An analysis of “Gangnam style” and Psy’s rise to fame shows that it is no accident. While the most visible aspect of Psy’s marketing communications of his and brand is on Youtube, it is through the planning and implementation of an integrated communications strategy that such explosive exposure was achieved.Long before launching the “Gangnam style” video, Psy’s record label YG Entertainment had been building up the foundation for maximum reach across a number of channels. Their line-up of artists had accounts across multiple social media platforms with millions of subscribers (YouTube), followers (Twitter) and fans (Facebook). YG Entertainment also spend time setting up partnerships with other influential players in the industry such as Will.i.am and websites such as AllKpop.com. These preparations beforehand ensured that any outgoing communications would gain high-volume views and reach from day one.One the video was launched, the initial high volume was leveraged to gain the attention of more traditional and generalist media sources. First, the song’s popularity was covered by online technology publications Gizmo and Gawker, which then lead to coverage by traditional media powerhouses such as Billboard, CNN and Skynews. One mainstream attention was achieved, all other major media sources began taking note and spotlighting “Gangnam style”, thus ensuring its record-breaking success.Questions for 1. Analyse the “Gangnam style” case using the 5 Ws (Who, What, How, Where, When) model in the integrated marketing communications planning process.2. Watch the “Gangnam style” video. Explain how the communications content adds value to consumers of Psy’s music. What impact does content have on the video’s success?Gangnam Style video can be found on this link:https://www.youtube.com/watch?v=mIQToVqDMb8Rubric for Part 1 Short Case StudySTANDARDS EXEMPLARY 8-10 marks SATISFACTORY 5-7 marks UNACCEPTABLE 1-4 marks1.5 Ws (Who, What, How, Where, When) model in the integrated marketing communications planning process.Identify 5 Ws correctly Logical Sequence:Clearly states concepts, issues and question to be resolved; clearly summarises concepts,findings, and conclusions. Identify 5 WscorrectlySummarises concepts, issues and question to be resolved; clearly summarises concepts, findings, and conclusions, but lacks some details Identify some of 5 WscorrectlyIs vague about concepts, issues and question to be resolved; clearly summarises concepts, findings, and conclusions does not provide a summary of the whole 2.Explain the communications content adds value to consumers of Psy’s music.What impact does content have on the video’s success?Clearly explanation Describes concepts and relevant findings, illustrates problem to be solved Provide some explanation and concept correctly that are relevantbut lack of theconnection between all the Provide some explanation and concept but does not describes concepts and relevant findings, problem to be solved, and does not explains the significance of the elements, conceptsPart 2: Individual report – 15 marks (2000 words)Choose a real-life organisation that you are familiar with.Prepare a flowchart of the back-stage as well as the front-stage operations of this .Using this flowchart, explain the significance of the encounter, and its managerial implications.The component of the should not exceed 2000 words (12 fonts, Arial or Times New Roman single spaced)1.FlowchartBackstageFront stage2. Explanation of significance of the encounter3. Analysis of managerial implications4. Essay format & presentationRubric for Part 2 Individual ReportSTANDARDS EXEMPLARYSATISFACTORYUNACCEPTABLEExecutiveSummary2 marks 1.5 to 2 marks 1 mark 0-0.5 marksLogical Sequence: Clearly states concepts, issues and question to be resolved; clearly summarises concepts, findings, and conclusions. Summarises concepts, issues and question to be resolved; clearly summarises concepts, findings, and conclusions, but lacks some details Is vague about concepts, issues and question to be resolved; clearly summarises concepts, findings, and conclusions does not provide a summary of the whole projectIntroduction and ReportContents2 marks1.5 to 2 marks 1 mark 0-0.5 marksProvides background into the organisation and topics and summarises important findings, describes concepts and relevant findings, illustrates problem to be solved; explains the significance of the elements, concepts, issues and problem to an audience of non-specialists Provides background into the organisation and topics and describes concepts and relevant findings, problem to be solved; Provides background into the organisation and topics, but does not describes concepts and relevant findings, problem to be solved, and does not explains the significance of the elements,concepts, issues and problem to an audience of no specialistsDiscussion of the topic concepts and elements.8 marks 7-8 marks 4-6 marks 0-3 marksAddresses the topic with clarity; organises and synthesises information; provides examples, and draws conclusions Addresses the topic; lacks substantive conclusions; sometimes digresses from topic of focus Presents little tono clarity in formulating conclusions and/or organisation of informationSummary2 marks 1.5 to 2 marks 1 mark 0-0.5 marksPresents a logical explanation for findings; presents clear recommendations and/or implications for future resolutions Presents a logical explanation for findings Does not adequately explain findingsMechanics, documentation and Harvardreferencing1 marks 1 mark 0.5 marks 0-0.25 marksIs free or almost free of errors of grammar, spelling, and writing mechanics; appropriately documents sources. Correct Harvard format Has errors but they don’t represent a major distraction; documents sources. Has errors that obscure meaning of content or add confusion; neglects important sources or documents few to no resources

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