Essay HC2112 – Service Marketing and Relationship Marketing – Report Writing – Management Assignment Help

Assignment Task:

Task:

Purpose of the assessment (with ULO Mapping) This assignment has 2 Parts. While the First Part requires students to have knowledge about integrate marketing communication, the Second Part focus more on the operation system of service industry. Students should apply the learning from lecture 1-9 to address 2 Parts of this assignment.

Part 1: Short case study – 2 questions.

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 in 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.

Questions for discussion

1. Analyse 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?