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Posted: December 28th, 2022

Marketing and Markets in a Digital Age 2022/23

Faculty of Business and Law

Module Title: Marketing and Markets in a Digital Age 2022/23

Module Code: PGBM127

FACULTY OF BUSINESS, LAW & TOURISM
Postgraduate Programme
Level: 7
Module: Marketing and Markets in a Digital World
Module Code: PGBM127
Module Leader: Karen Wharton
DUE DATES:
Assessment 6 January 2023 (Friday)
Latest submission time: 11.59 p.m. via Turnitin
Contribution to unit assessment: 100% weighting
ASSESSMENTS:
Assessment 001: Individual Case Study & Report
N.B. These are individual pieces of work LEARNING OUTCOMES
Upon successful completion of this module, students will have demonstrated:
Knowledge
K1 demonstrate a critical understanding of key marketing concepts & theories and the related academic literature K2 demonstrate a critical understanding of markets and their different contexts
K3 evaluate and provide an overview of the key drivers of change for markets & marketing in the digital age
Skills
S1 demonstrate the ability to apply critical evaluation and strategic thinking skills
S2 demonstrate the ability to identify, select, analyse, synthesize and interpret credible information whether from academic or the trade press sources

ASSESSMENT BRIEF: 4,000 words 100% weighting

This assignment assesses K1, K2, K3, S1 and S2

Background

Spotify in 2022

Spotify was founded in 2006 by Daniel Ek and Martin Lorentzon in response to the growing piracy in the music industry. The company began as a small startup in Stockholm, Sweden, and within two years they were offering free music with advertising in hopes that music fans would upgrade to the £10 a month ad-free subscription. The initial launch as a streaming service was not successful; Spotify reported a loss of 4.4 million in 2008. The free and paid subscriptions were available only in the UK until 2009 when Spotify launched on the Apple App Store. This platform is what catapulted Spotify to the global competitive company it has become.

As of September 30, 2020, Spotify had 144 million subscribers, 320 million monthly active users (MAUs), 60 million + tracks, 1.9 million + podcast titles, 4 billion + playlists, and the platform is available in 92 markets.

Since the onset of the COVID-19 pandemic, Spotify has seen an increase in music and podcast listening across different devices, specifically themed-playlists. The company has responded to listener’s needs, in general, through special interest podcasts such as COVID-19 hub, Coronavirus: Fact vs. Fiction and Science Vs. it is well known that the COVID-19 pandemic has had a significant impact on the music and podcast industry. Many people have turned to streaming platforms like Spotify for entertainment and distraction during lockdown and quarantine measures. In response to the increased demand, Spotify has made a number of changes to its platform and programming.

One of the most notable changes was the creation of a COVID-19 hub on the platform, which provided listeners with access to a variety of special interest podcasts and playlists related to the pandemic. These included podcasts like “Coronavirus: Fact vs. Fiction” and “Science Vs,” which aimed to provide accurate and reliable information about the virus and its impact.

In addition to these specialized podcasts, Spotify also saw an increase in listening to themed-playlists, as people turned to music for comfort and distraction during a difficult time. The company responded to this trend by creating and promoting a wide range of playlists focused on different themes and moods, such as relaxation, workout, and party music.

Spotify’s focus is on driving engagement with a dynamic customer service strategy. The company has found a place in our everyday lives through different social media platforms. They have an active presence on Facebook, Twitter, Instagram, YouTube, and LinkedIn and have been touted as the next social network. The company has revolutionized the world of music distribution by shifting how we consume audio content and ensuring that artists are paid royalties for their work. With nearly 250 million subscribers, Spotify has been dubbed the Netflix of the audio world.

The company’s initial business model included a freemium and subscription-based service where subscriptions accounted for around 91% of the revenues and freemium made up approximately 9%. In 2016, Spotify expanded the business model to include new advertising formats (branded moments, branded playlists, sponsored playlists, sponsored sessions, and traditional). Spotify’s brand strategy target all demographics through partnerships, engagement, and utilizing multi- channel marketing.

As with all industry disruptors, Spotify will continue to be challenged by established and new players in the industry.

Spotify CEO Daniel Ek has employed you as a consultant to assess the company’s overall situation and recommend a set of marketing actions to further
improve the company’s current competitive position.

Guidance on the word count is indicated for each section below.

Assessment Overview
Part 1. Case Study – You are to write a case study summarizing the current marketing position of Spotify compared to other streaming platforms.

Part 2. Report – You are to write a report recommending relevant marketing strategy for Spotify to sustain the rate of growth.

A key focus of both will be discussion on how marketing activity and the market is influenced by current technology.

Sources
Below is a couple of relevant sources to support this assessment. You are also encouraged to undertake your own online research and include your own sources, such as but not limited to: IBIS World Market reports, Euro Monitor Market reports, news items, social media, company reports.

All videos are posted at YouTube and can be accessed through the following links:
• A 8:43 minute video from 2019 entitled “Spotify CEO on Its Goal To Be the World’s Leading Audio Platform” that can be accessed at https://www.youtube.com/watch?v=0bDlj5eVMjw.

• A 6:48 video from 2020 entitled “Spotify Chief Content Officer on Podcast Expansion, Growth and More” that can be accessed at https://www.youtube.com/watch?v=QuZlQnD7nY0.

Part 1: Case Study – Streaming platform Industry – Market Trends Analysis (1,000 words)

Format –the case study must critically evaluate and incorporate the following aspects:
• Brief company overview and mission statement of the Spotify.
• Evaluate the core offering, of the Spotify user’ needs and wants, ‘jobs to be done’, and how are these currently satisfied through the provision of the marketing mix.
• Evaluate to what extent the Spotify demonstrates a ‘marketing orientation’
• At the end of the case study and a brief outline of its purpose (no more than 100 words). You will expand on this in Part 2.

To demonstrate application of marketing theory, organisational and contextual accuracy, the case study should be supported with referenced evidence from a range of industry and credible academic sources.

Part 2: Individual Business Report (3,000 words)

Your task is to compile a business report recommending a set of marketing actions to further improve the company’s future prospects and competitive position.

Main report (all of these sections below should relate to your case study information)
1. Executive Summary – summarise the report in its entirety, including your recommendations. (100 words)

2. Introduction – Outline the context (100 words).

3. Market Trends Analysis – using the sources provided (not limited to) justify the market for the above opportunity. (400 words).

4. Recommendations on Segmentation, Targeting and Positioning (STP) – make recommendations on the STP strategy for its product/ service. You must reference academic marketing theory to support your discussion. (300 words)

5. Recommendations – critical application of the marketing mix tabulate as below –You will complete and include the table below. Critical discussion demonstrating marketing mix decisions for a value driven marketing strategy identifying how the organization will engage with its target segment.

This should be underpinned with explanation and reference to marketing theory to justify your recommendations. The final column should not simply contain a reference, relevant theory should be located and a critical explanation should be provided in support of your marketing decisions. (1,400 words)

Note elements of the marketing mix may not necessarily require an equal word count, allocation will depend on your recommendations.

Marketing Mix. Recommendations (Marketing Mix) Justification – how does this meet its customer needs ? Explain and identify the academic
marketing theory supporting the recommendation.
Product
Price
Promotion
Place
Process
People
Physical Evidence

6. Customer Journey Mapping –A short section linked to CJM theory demonstrating that you understand the benefits of CJ Mapping applied discussion CJM theory, benefits, an overview of how your map relates to the academic theory and what it sets out to achieve. (400 words)

7. Detailed Customer Journey Map – Depict the customer journey in accordance with your recommendations. It will consider marketing touchpoints and should aim to also consider the customer’s ‘cognitive’ journey (these are the questions customers may ask as they move through the purchasing journey). You could also aim to include the emotional journey – how the customer is feeling.
(Embedded jpg image including appropriate and relevant text) (300 words)

8. References List -T o demonstrate application of marketing theory, organisational and contextual accuracy, the case study and report should be supported with referenced evidence from a range of credible academic and practitioner sources.

9. Appendices if appropriate

Notes
You must use the Spotify for both the case study and the report.

To demonstrate application of marketing theory, organisational and contextual accuracy, the case study and report should be supported with referenced evidence from a range of credible academic and practitioner sources. You must use the HARVARD referencing system – see ‘Cite them right’ – https://library.sunderland.ac.uk/find-resources/referencing/

Relevant theory from the module must be applied to develop the analysis and evaluation. Logical conclusions should be drawn.

Assessment Format
Front Page:
• Module Code and Module Title
• Title of Assignment
• Module Leader’s Name
• Your Tutor’s Name
• Your name (Family name underlined / in capital letters)
• Your Student Number
• Date of Submission

Format Papers to be 4,000 words (+10) – excluding appendices, reference list, and bibliography. See assessment brief for word count guidance.

Make your assignment easy to read – some guidelines
• Make all general typeface 12pt Arial, Calibri, Tahoma
• You should use line spacing of 1.5
• All pages should be numbered

Please note:
• correct spelling, punctuation and grammar are also expected
• grammar/spell check and proofread your work

Submission Details
YOU MUST SUBMIT ELECTRONICALLY BY THE DEADLINE 6 January 2023 (Friday), through PGBM127 Canvas module page for checking with ‘Turnitin’

a. Accessible in the assessment section
b. Students may submit drafts prior to submission and generate reports.
i. The last submission prior to the deadline is deemed to be the final submission for assessment purposes
ii. Non-submission through Turnitin: Students who do not submit their work through Turnitin will automatically receive a 0%
iii. Please refer to your programme Handbook for the Student Guide to the Academic Regulations

Students are required to submit their coursework through CANVAS. Only assessments submitted through CANVAS will be marked. Any other submission, including submission to your study centre in hard copy will be treated as a non-submission.

A copy of your Turnitin© originality report must be submitted in conjunction with your assignment.

Plagiarism/Infringement Statement
All Assessments are subject to the University’s Policy on ‘Cheating, Collusion and Plagiarism’. Students found guilty of this are subject to severe penalties.

These are INDIVIDUAL pieces of work – If there is evidence that the work is not wholly attributable to you, the University’s policy on ‘Cheating, Collusion and Plagiarism’ will be applied

Link to University Academic Integrity and Misconduct Policy: Academic Integrity and Academic Misconduct – A Guide

Extenuating Circumstances
If you are affected by any extenuating circumstances and cannot submit your work, for example illness or severe personal difficulties, you must inform your Programme Leader, personal tutor, module leader or module tutor immediately.

Important – ‘Fit To Sit’
Any student who presents themselves at an examination and takes that examination, or who submits a piece of coursework, or attends and takes part in a presentation, practical session, or any other form of assessment cannot then put in a later request for extenuating circumstances. They will be deeming themselves ‘Fit to Sit’ if they thereby engage in the assessment and no allowance will be made for any difficulties, they later wish to claim affected their results.

For information or to discuss an issue you are having, please contact the programme leader or personal tutor in the first instance.

Please refer to your programme handbook for the link to University Extenuating Circumstances Policy

Generic Assessment Criteria – Postgraduate
These should be interpreted according to the level at which you are working
Categories

Grade Relevance Knowledge Analysis Argument and Structure Critical Evaluation Presentation Reference to Literature
Pass 86 – 100% The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the qualification. There is also unequivocal evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of argument, interpretation or discourse.
76-85% The work examined is excellent and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse and some evidence of originality.

70 – 75% The work examined is of a high standard and there is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is clearly articulated evidence demonstrating that all the learning outcomes and responsibilities appropriate to that level are satisfied. At this level it is expected that the standard of the work will be high in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.

60 – 69% Directly relevant to the requirements of the assessment A substantial knowledge of relevant material, showing a clear grasp of themes, questions and issues therein Comprehensive analysis – clear and orderly presentation Well supported, focussed argument which is clear and logically structured. Contains distinctive or independent thinking; and begins to formulate an independent position in relation to theory and/or practice. Well written, with standard spelling and grammar, in a readable style with acceptable format Critical appraisal of up-to-date and/or appropriate literature.
Recognition of different perspectives. Very good use of a wide range of sophisticated source material.

50 – 59% Some attempt to address the requirements of the assessment: may drift away from this Adequate knowledge of a fair range of relevant material, with intermittent evidence Significant analytical treatment which has a clear purpose Generally coherent and logically structured, using an appropriate mode of argument May contain some distinctive or independent thinking; may begin to formulate an
independent Competently written, with only minor lapses from standard grammar, with acceptable format Uses a good variety of literature which includes recent texts and/or appropriate literature including a
substantive amount

in less focused passages of an appreciation of its significance and/or theoretical mode(s) position in relation to theory and/or practice. beyond library texts. Competent use of source material.
40 – 49% Some correlation with the requirements of the assessment but there are instances of irrelevance Basic understanding of the subject but addressing a limited range of material Some analytical treatment, but may be prone to description, or to narrative, which lacks clear analytical purpose Some attempt to construct a coherent argument, but may suffer loss of focus and consistency, with issues at stake stated only vaguely, or theoretical mode(s) couched in simplistic terms Sound work which expresses a coherent position only in broad terms and in uncritical conformity to one or more standard views of the topic A simple basic style but with significant deficiencies in expression or format that may pose obstacles for the reader Evidence of use of appropriate literature which goes beyond that referred to by the tutor.
Frequently only uses a single source to support a point.
Fail 35 – 39% Relevance to the requirements of the assessment may be very intermittent, and may be reduced to its vaguest and least challenging terms A limited understanding of a narrow range of material Largely descriptive or narrative, with little evidence of analysis A basic argument is evident, but mainly supported by assertion and there may be a lack of clarity and coherence Some evidence of a view starting to be formed but mainly derivative. Numerous deficiencies in expression and presentation; the writer may achieve clarity (if at all) only by using a simplistic or repetitious style Barely adequate use of literature. Over reliance on

material provided by the tutor.
The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied – for compensation consideration.
30 – 34% The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence provided shows that some of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in some of the indicators.
15-29% The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence shows that few of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in several of the indicators.
0-14% The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence fails to show that any of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in the majority or all of the indicators.

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