Case Study (15%)

Learning Outcomes Being Accessed: 3, 4 & 5

Title: Spotify Streaming Develops New Revenue Models

Source:

Dave Chaffey and Fiona Ellis- Chadwick, (2019), Digital Marketing Strategy, Implementation and Practice, 7^th Edition

Publisher: Pearson

Question:

Students are required to read the attached case study on Spotify Streaming Develops New Revenue Models.

Your Assignment:

Read and critically evaluate the attached case study and prepare a report by answering the following review questions below. Make sure you address all the points stated below, giving examples from other organisations / websites to support your arguments. In addition to the recommended textbooks, you should include sources from credible online resources, journals, magazines or news reports to support your analysis and answers.

Task assigned:

Students are required to do this assignment individually.

Study and critically evaluate on the following:

Questions:

1. Create cohesive marketing plan for Spotify which is a streaming music service

and develop a strategic direction for the company.

b) Evaluate how Spotify competes with traditional and online music providers by

reviewing the innovative approaches used to develop new revenue models.

c) Evaluate some of the marketing issues faced by Spotify in the streaming music

service and recommend justified solutions.

(Total marks: 100)

The total marks for this assignment is 100% but it carries 15 % of overall assessment for this module.

LENGTH REQUIRED

1500 words +/- 10%. Any deviation from this will be penalized.

* The detailed marking criteria for the allocation of 100 marks is provided in

Appendix 2

FORMATTING AND LAYOUT

• A Microsoft Office Word Document or other relevant applications as permitted by module lecturer/ typed using computer. Usage of typewriter or hand - written is STRICTLY not allowed.
• 12 font size, Times New Roman font and bold title and sub titles
• A4 sized paper
• Fully justified alignment
• 1 line spacing
• Margins of 1 at top and bottom; left and right

Appendix 2: Marking Criteria for Case Study Report (15%)

No.	Assessment Criteria	Weightage	Band Marking	Marks
1.	Create cohesive marketing plan for Spotify which is a streaming music service	25%	Very Poor: 1-9 Poor: 10-12 Average: 13-19 Good: 20-23 Excellent: 24-25
2.	Developing a strategic direction for the company	20%	Very Poor: 1-6 Poor: 7-9 Average: 10-16 Good: 17-18 Excellent: 19-20
3.	Evaluate how Spotify competes with traditional and online music providers by reviewing the innovative approaches used to develop new revenue models.	25%	Very Poor: 1-9 Poor: 10-12 Average: 13-19 Good: 20-23 Excellent: 24-25
4	Evaluate some of the marketing issues faced by Spotify in the streaming music service and recommend justified solutions.	20%	Very Poor: 1-6 Poor: 7-9 Average: 10-16 Good: 17-18 Excellent: 19-20
5	Report Presentation	10%	Very Poor: -1-2 Poor: -3-4 Average: 5-6 Good: 7-8 Excellent: 9-10
	Total marks	100%
	Overall marks	15%