CASE STUDY FOR PART 1 AND CHOOSE AN SERVICE INDUSTRY AND ANALYSES BY THE QUESTION BEEN LISTED
This assignment has 2 Parts. While the First Part requires knowledge about integrating marketing communication, the Second Part focuses more on the operation system of the service industry. In detail requirement can be found below.
Part 1: Short case study – 2 questions (1000 words for 2 questions)
Integrated marketing communications: Gangnam Style
South Korea rapper and musician Psy (real name Park Jae-Sang) burst onto the world stage in 2012 with his smash hit music video ‘Gangnam Style”. It was such a global phenomenon that in four short months since its launch on 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 music 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 spends time setting up partnerships with other influential players in the music 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 discussion
1. Analyze 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:
Identify 5 Ws correctly Logical Sequence:
Clearly states concepts, issues, and question to be resolved; clearly summarises concepts, findings, and conclusions. Make sure provide the summary of the whole discussion
Explain the communications content adds value to consumers of Psy’s music.
What impact does content has on the video’s success? Clearly, the explanation Describes concepts and relevant findings, illustrates the problem to be solved.
Part 2: (2000 words)
Service marketing and relationship marketing Choose a real-life service organization(AUSTRALIA SERVICE INDUSTRY) better choose only service industry otherwise a report need to do 2 different flowcharts for service and product. prepare a flowchart of the back-stage as well as the front-stage operations of this business.
Using this flowchart, explain the significance of the service encounter, and its managerial implications.
1. Flowchart include for Backstage and Frontstage
2. Explanation of the significance of the service encounter
3. Analysis of managerial implications
For this please write an executive summary with Logical Sequence: Clearly states concepts, issues, and question to be resolved; clearly summarises concepts, findings, and conclusions.
Introduction and Report Contents: Provides background into the Service organization and topics and summarises important findings, describes concepts and relevant findings, illustrates the problem to be solved; explains the significance of the elements, concepts, issues and problem to an audience of non-specialists
Discussion of the topic concepts and elements. : Addresses the topic with clarity; organizes and synthesizes information; provides examples, and draws conclusions
Presents a logical explanation for findings; presents clear recommendations and/or implications for future resolutions