Marketing in a Global Environment Academic Submissions and Evaluation

JWI 518: Marketing in a Global Environment Academic Submissions and Evaluation

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Assignment 2: Case Study Analysis Digital Marketing Tools Due Week 7, Sunday (Weight: 20%)

Brand is who you are, brand is what you stand for, and brand is what you represent as an organization

Jack Welch

Overview Case study analyses are an excellent way to see how business management practices play out in the real world. Whether the focus is on Finance, HR, Operations, or, in our case Marketing, well-written cases provide detailed examinations of the problems/opportunities a business faces, the actions it takes to address these, and the outcomes that resulted. Whether these outcomes were positive, negative or mixed, there is much to be learned from a careful reading of cases. For many MBA students, working with cases is one of their favorite learning experiences. For the second assignment in our course, we have an excellent case on a well-known (and much-admired) company Starbucks. In 2015, Starbucks Corporation received 20% of its payments in the U.S. via its mobile app. It also discovered that 94% of Facebook users were fans of Starbucks or friends with fans. This case study explores Starbucks use of its mobile app, social media, and digital marketing, which helped to drive customer loyalty and increase its customer base, stock price, and revenues. For this assignment, you will apply the key concepts from Weeks 1-7 of our course to evaluate the use of digital marketing technology, and recommend strategies to drive customer loyalty and increase customer base.

Instructions

1. Read the Starbucks Loyalty Reigns case.

2. Write a paper that addresses the following:

a. Introduction (suggested length: 1- 2 paragraphs)

Give a brief summary explaining what is happening in this case.

What is the problem/opportunity facing Starbucks?

What actions were being considered to address the problem/opportunity?

JWI 518: Marketing in a Global Environment Academic Submissions and Evaluation

b. Analysis (suggested length: 1- 2 pages)

According to the case, what types of digital marketing tools and social media platform technologies does Starbucks currently use?

How has the use of these digital marketing tools and social media platforms led to customer loyalty and increased growth?

Has Starbucks used the correct digital marketing tools and social media platforms? Explain.

c. Recommendations (suggested length: 1- 2 pages)

How would you drive customer loyalty and increase customer base using the digital marketing tools and social media platforms differently? For example, if your research and analysis shows that the company would benefit from using specific mobile apps other than its own or a social media platform it is not currently using, explain why these digital marketing tools would be beneficial.

Note: You should also view the companys website and recent SEC filings to help inform your recommendations.

Professional Formatting Requirements

Typed, double spaced, professional font (size 10-12), includes bolded headings and subheadings (to identify main topics and subtopics), with one-inch margins on all sides.

References must be included and provide appropriate information that enables the reader to locate the original source. Application and analysis of course materials and resources is expected, and additional research is welcome.

Include a cover page containing the title of the assignment, your name), the professors name, the course title, and the date.

Your submission should be 4 to 5 pages in length. Your paper may exceed 5 pages if you have relevant additional material that you feel should be included. However, excessively long or redundant submissions may actually reduce your grade. Remember, effective business communication is focused and efficient.

JWI 518: Marketing in a Global Environment Academic Submissions and Evaluation

Weight: 20% Assignment 2: Case Study Analysis Digital Marketing Tools

Criteria Unsatisfactory Low Pass Pass High Pass Honors

1. Briefly summarizes the case.

Weight: 20%

Does not or unsatisfactorily summarizes the case. It lacks logic, clarity, and conciseness.

Satisfactorily summarizes the case. It may lack some logic, clarity and conciseness.

Partially summarizes the case. It is somewhat logical, clear, and concise.

Completely summarizes the case. It is mostly logical, clear, and concise.

Exemplarily summarizes the case. It is highly logical, clear, and concise.

2. Analyzes the types, use, and selection of digital marketing tools and social media platforms.

Weight: 35%

Does not or unsatisfactorily analyzes the types, use, and selection of digital marketing tools and social media platforms.

Little to no synthesis of ideas is demonstrated and logical reasoning is not included or evident.

Satisfactorily analyzes the types, use, and selection of digital marketing tools and social media platforms.

Demonstrates synthesis of ideas and logical reasoning from course concepts.

Partially analyzes the types, use, and selection of digital marketing tools and social media platforms.

Demonstrates some synthesis of ideas and understanding of course concepts.

Completely analyzes the types, use, and selection of digital marketing tools and social media platforms.

Demonstrates synthesis of ideas and understanding of course concepts.

Exemplarily analyzes the types, use, and selection of digital marketing tools and social media platforms.

Demonstrates critical analysis, excellent synthesis of ideas, and understanding of course concepts and unique insights.

3. Recommends ways to drive customer loyalty and increase the customer base.

Weight: 35%

Does not or unsatisfactorily recommends ways to increase and improve the number and use of digital marketing tools and social media platforms.

Rationale is not supported with references to course reading materials and external sources as appropriate.

Satisfactorily recommends ways to increase and improve the number and use of digital marketing tools and social media platforms.

Rationale is partially supported with references to course reading materials and external sources as appropriate.

Partially recommends ways to increase and improve the number and use of digital marketing tools and social media platforms.

Rationale is mostly supported with references to course reading materials and external sources as appropriate.

Completely recommends ways to increase and improve the number and use of digital marketing tools and social media platforms.

Rationale is completely supported with course reading materials and external sources as appropriate.

Exemplarily recommends ways to increase and improve the number and use of digital marketing tools and social media platforms.

The student demonstrates thought leadership and rationale is effectively supported with course reading materials and external sources as appropriate.

JWI 518: Marketing In a Global Environment Academic Submissions and Evaluations

Weight: 20% Assignment 2: Case Study Analysis Digital Marketing Tools

Criteria Unsatisfactory Low Pass Pass High Pass Honors

4. The paper is professionally formatted and includes in-text citations, references, and is free from grammar and spelling errors.

Weight: 10%

The paper is unsatisfactorily formatted. It may not include includes a cover page and headings or lacks professional choices in formatting, font, and spacing. Sources are not consistently cited in text, and references are not included in a manner that enables the reader to quickly identify sources. There are mechanics or usage errors.

The paper is partially satisfactorily formatted. It may not include includes a cover page and headings or lacks professional choices in formatting, font, and spacing. Sources may are not consistently cited in text, and references may not be included in a manner that enables the reader to quickly identify sources. There are some mechanics or usage errors.

The paper is satisfactorily formatted. It includes a cover page and headings, but may lack professional choices in formatting, font, and spacing. Sources may not be consistently cited in text, and references may not be included in a manner that enables the reader to quickly identify sources. There may be some mechanics or usage errors.

The paper is professionally formatted.

It includes a cover page, headings, professional formatting, font, and spacing. All sources are consistently cited in text, and references are included in a manner that enables the reader to quickly identify sources. There are no mechanics or usage errors.

The paper is exceptionally formatted. It is highly professional in look and easy to quickly locate information.

Professional Formatting Requirements

Marketing in a Global Environment Academic Submissions and Evaluation

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