Module 2 – Case
PROMOTION MANAGEMENT & SWOT ANALYSIS
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
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).
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
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
- 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
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
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/