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Subject：Strategic Marketing
Case study analysis of a retailer
Instructions to Students:
You are to select a piece of marketing theory from the lectures and tutorials and base this on a pre-agreed international fashion brand or retailer. You are to provide in-depth discussion of the theories linked to this area of Fashion Marketing (using theory from the lectures and other theory too). By developing all of the relevant skills and knowledge from your tutorials, lecture content and additional reading you will construct an overview and deconstruction of the chosen theory, stating how this can develop the current marketing strategy and develop their future strategy.
Assessment Task:
Attention：I choose fashion brand is ：Burberry
3000 word case study analysis of a pre-determined international fashion brand
By analysing the company you are to proceed and generate a strategy for your chosen company.（Burberry） You need to justify the appropriate selection of the case study and the analysis of relevant data.
Within this report, a formal structure should be used (which will be presented in-class). This report needs to incorporate the key factors in fashion marketing and include current marketing theory.
You need to correctly use the Harvard referencing system and include a reference list containing all of your cited sources.
Presentation
This piece of work should be scholarly in content with an exceptional level of English and consummately presented using the following guidelines:
• The report should be typed/word processed on single sides of A4 paper, using double line spacing and a 12 point typeface.
• A title page must be included.
• A contents page must be included.
• An executive summary of the report must be included.
• Pages should be numbered throughout.
• A complete and correctly formatted reference list should be included at the end of the report. Referencing should follow the Harvard system.
• You should include at least 20 references in your assignment.
• You should include a copy of any tables figures and appendices
• The report should be saved as either a .doc or .pdf document and submitted through Blackboard.
• The report should be concise and adhere to the prescribed word limit +/- 10% of the word count
Assessment Criteria:
Through this work you should show that you are able to:
• Demonstrate your ability to select an appropriate company for case-study
• Relate theories and concepts (fashion marketing) to ‘real case’ examples
• Present and sustain a logical intellectual argument
• Accurately follow prescribed presentation guidelines
• Critically evaluate and synthesise the internal and external environments and suggest how a piece of marketing theory fits into the strategic plan;
• Demonstrate how a critical understanding of a range of marketing tools and techniques can lead to more effective management of the marketing function.
70% +
Your assignment will have been intelligently written and progress logically, using excellent English and grammar. You will have produced a substantial and properly presented reference list.
Excellent structure of case study and all relevant data, information and skills are excellently and accurately analysed.
Excellent demonstration of key factors in fashion retail and current marketing theory.
Excellent application of report structure/referencing/ Harvard system and overall presentation of work
All learning outcomes will have been fulfilled.
60-69
Your assignment will be well written and progress logically, using very good English and grammar. You will have produced a thorough and properly presented reference list.
A very good/good structure of case study and all relevant data, information and skills are accurately analysed.
A very good/good demonstration of key factors in fashion retail and current marketing theory.
A very good/good application of report structure/referencing/ Harvard system and overall presentation of work
Learning outcomes will have been achieved, most fully.
50-59
Your assignment will be well written and progress logically, using good English and grammar.
An adequate structure of case study and all relevant data, information and skills are adequately analysed.
An adequate demonstration of key factors in fashion retail and current marketing theory.
Adequate application of report structure/referencing/ Harvard system and overall presentation of work
Learning outcomes will have been achieved, most fully.
40-49
Your assignment will be well written and progress logically, using good English and grammar.
Some structure of case study and data, information and skills are analysed to a limited level.
Some demonstration of factors in fashion retail and current marketing theory.
Poor evidence of application of report structure/referencing/ Harvard system and overall presentation of work.
Learning outcomes will have been achieved to a satisfactory level.
Below 40%
You will have provided some evidence that the learning outcomes have been achieved but will not have satisfied the criteria outlined. A poorly constructed report will have been submitted which provides little evidence that the learning outcomes of the unit have been achieved.
– Case study analysis of a retailer
Marking Criteria
70% + 60-69% 50-59% 40-49% Below 40%
Demonstrate your ability to select an appropriate company for case-study (5%)
Relate theories and concepts (fashion marketing) to ‘real case’ examples (15%)
Present and sustain a logical intellectual argument (40%)
Accurately follow prescribed presentation guidelines including Harvard referencing (10%)
Critically evaluate and synthesise the internal and external environments and suggest how a piece of marketing theory fits into the strategic plan (15%)
Demonstrate how a critical understanding of a range of marketing tools and techniques can lead to more effective management of the marketing function (15%)
Areas of good practice
Areas for improvement
Mark achieved
Date Signature
Late Submission and Mitigating Circumstances
Consult the School of Materials Postgraduate Programme Handbook which can be found on Blackboard in the PGT Virtual Common Room or the School intranet (http://intranet.materials.manchester.ac.uk). Forms for mitigating circumstances can be found at Textiles Reception or on Blackboard in the PGT Virtual Common Room.
Feedback for students
Formative feedback will be provided throughout the semester during student presentations, workshops and via Blackboard. Summative feedback will be provided within 15 days of submission. Students are welcome to discuss feedback with the appropriate unit tutor.
Recommended Reading
Students are not required to purchase any textbooks for this module. The following are recommended.
Akehurst, G. and Alexander, N. (eds.) (1996) The Internationalisation of Retailing, Frank Cass, London
Brassington, F. and Pettitt, S. (2006) Principles of Marketing, 3rd ed., Pearson, Harlow
Easey, M. (ed.) (2008) Fashion Marketing, Blackwell, Oxford
Fahy, J. and Jobber, D. (2012) Foundations of Marketing, McGraw-Hill, Maidenhead
Frings, G.S. (2009) Fashion from Concept to Consumer, 9th ed., Prentice Hall
Hines, A. and Bruce, M. (eds.) (2006) Fashion Marketing – Contemporary Issues, Butterworth Heinemann, London
Jackson, T. and Shaw, D. (2008) Mastering Fashion Marketing, Macmillan, London
Jones, R.M. (2006) The Apparel Industry, 2nd ed., Blackwell, Oxford
Lancaster, G. and Reynolds, P. (2001) Marketing: The One Semester Introduction, Butterworth Heinemann, London
McGoldrick, P. (2002) Retail Marketing, 2nd ed., McGraw-Hill, London
Oelkers, D.B. (2003) Fashion Marketing, Thomson, Ohio
Smith, P.R. and Taylor, J. (2005) Marketing Communications: An Integrated Approach, Kogan Page, London
Soloman, M., Bamossy, G., Askegaard, S. and Hogg, M. (2013) Consumer Behaviour: A European Perspective, 5th ed., Pearson
Solomon, M.R. and Rabolt, N.J. (2008) Consumer Behaviour in Fashion, Prentice Hall, Upper Saddle River
Tungate, M. (2012) Fashion Brands: Branding Style from Armani to Zara, Kogan Page, London
Usunier, J. C. and Lee, J.A. (2012) Marketing Across Cultures, Pearson, London
Vignali, G. and Vignali, C. (2009) Fashion Marketing & Theory, Access Press UK
Vignali, G., Vignali, C. and Ryding, D. (2010) The Strategy Process, Access Press UK
West, D., Ford, J. and Ibrahim, E. (2010) Strategic Marketing: Creating Competitive Advantage, Oxford University Press
Wilson, R. and Gilligan, C. (2005) Strategic Marketing Management, Elsevier
Wright, R. (2006) Consumer Behaviour, Thomson, London
Journals
Journal of Fashion Marketing and Management
Journal of Marketing
Journal of Marketing Management
European Journal of Marketing
Journal of International Marketing
International Journal of Retail and Distribution Management
International Review of Retail, Distribution and Consumer Research
International Marketing Review
Journal of Business Research
Journal of the Textile Institute
Journal of Retailing and Consumer Services
Marketing Theory
Harvard Business Review
Databases/Websites
Company websites
Emerald
EBSCOhost Business Source Premier
FAME
Science Direct
SCOPUS
www.just-style.com (free access available through University Library, go to home page then Databases A to Z)
www.drapers.co.uk (free log in available through University, just register using your University email address)
www.wgsn.com (free access available through University Library, go to home page then Databases A to Z)
www.businessoffashion.com
www.marketingweek.co.uk
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