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I’m working on a marketing case study and need support to help me learn.BMCI uni

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I’m working on a marketing case study and need support to help me learn.BMCI unit assessment and project briefThis unit will be assessed holistically by a 3000-word individual critical case study on one fashion brand of your choice. The assessment is based on the Bloomsbury Fashion Business Case study approach.You should choose a fashion brand that gives you the best chance to produce a robust case study, relevant to the current fashion industry landscape. Your chosen brand must have/be:
A fashion brand from your home country or continent
Readily available secondary information
A different brand from ones you have selected for other units on the course
A different brand from those uses a teaching cases within the scheme of work on your unit
You will select your chosen brand by week 5 to enable you to use the seminars and self-directed study time effectively in applying brand management concepts and frameworks to it. It is advisable that you select a brand on which secondary information is readily available.Fashion comprises footwear, men’s, women’s and children’s clothing, sportswear, beauty, jewellery, accessories, luggage and bags and lingerie across all segments, from value to luxury (Business of Fashion [BoF] and McKinsey, 2019). You may therefore select a brand from any of these categories operating in any of these market segments.Formative Assessment Submit a 1-page case study proposal (template below) including: Who is Bloomsbury Fashion Business Cases?Bloomsbury Fashion Business Cases is an innovative digital resource that helps teachers and students worldwide engage with contemporary global issues faced by the fashion industry including fash-tech, digital marketing, international brand management, sustainable fashion and responsible fashion business. What is a case study?
A case is a written description of a “real life” decision, problem or issue.
The case study method (or case method) of teaching presents a decision, problem, or issue that learners need to solve.
It is well-documented that the case study method is an effective way for learners to apply concepts to real-life situations, strategies, and dilemmas; evaluate alternative solutions; and recommend and justify optimal solutions.
What is a fashion business case study?For your case study, you will follow the structure and format that Bloomsbury Fashion Business Cases requires of authors who submit cases for publication. The intention being that excellent quality case submissions will be considered for onward publication by your tutors with Bloomsbury. This offers an excellent opportunity for you as a postgraduate student to achieve co-authored publication whilststudying for your own Masters and will hopefully incentivize you to produce a quality output worthy for consideration.A quality fashion business case study is an effective learning tool that presents a business problem, challenge, or issue that is relevant to the contemporary fashion industry in an unbiased manner. A quality case study provides background information to give context to the business problem and promotes discussion through a range of thought-provoking business questions. A list of existing published Bloomsbury fashion business cases, are available to review here. You are expected to review the list of cases and select a brand that is different to what has already been published or if the same brand, a very different problem / issue / opportunity is selected. You are strongly advised to access and review a range of Bloomsbury fashion business cases to help you when writing your own because you will better understand the approach, format and style of writing. Please only review intermediate or advanced cases which are aimed at the same level as your business case. You can access these through the University e-library catalogue here.Case studies should:
Be a teaching tool; they are not a story, narrative, or scholarly research article
Should allow for discovery and surprises
Should contain contrasts and comparisons
Should include the data/information required to tackle the problem / challenge / opportunity
Should be well-structured and easy to read
Should include images where relevant, but for onward publication consideration you would need to ensure usage rights to those images
Your case study target audience are learners – aimed at final year undergraduate / postgraduate level students. Students (your audience) are expected to analyze the business problem or issue, articulate and evaluate multiple solutions, and provide a recommendation to the brand as to how the problem or issue should be addressed. You should not therefore offer solutions or recommendations within the case itself but provide provocations or questions for your audience to tackle.Writing a fashion case studyYou have already been provided some parameters within the unit handbook for writing the case, as follows:
The case study will identify a brand management issue, challenge or opportunity that is relevant to the contemporary fashion industry in an unbiased manner. You will use your selected case to exemplify the business problem / challenge / issue. You will conduct an in-depth analysis of the target consumer, their buying behaviour and trends driving brand consumption as well as the brand and positioning strategies currently used by your selected brand and articulate business questions that promote discussion of the key issues within the case.
The business problem / issue / challenge / opportunity should be topical and relevant
The case should promote discussion through thought-provoking business questions
The style of writing must adhere to academic and professional writing conventions, worthy of onward publishing.
Examples of business issues/challenge/opportunity include: (N.B. these are not exclusive, you may also identify one of your own):
Lack of effective integration of physical and digital offer
Opportunity to address sustainability and brands purpose concerns
Opportunity for a brand to deal with managing a crisis
Poor brand performance due to internal/external factors
Need to rejuvenate brand due to consumer changes or competitor landscape
Challenge to establish effective consumer engagement
Opportunity to enhance the customer journey through the creation of sensory brand touchpoints
How to write a fashion case study: an example
You will enquire and use a range of secondary sources to write the case study. You are not asked to conduct any primary research for the assessment
Should include relevant theories / theorists related to brand management and your chosen business issue e.g. if the issue concerns sustainable fashion consumption, you would be expected to apply theories / theorists on sustainability, the attitude-behaviour gap is one example. An example is provided as follows.
Case study example: Sensory brand experiences the Aesop way (2020)
Introduction provides background on Aesop and postulates the brand challenge i.e. translating its offline sensory experience online. It provides a context to the beauty and persona care market in which the brand sits, the key players and their phygital initiatives. It highlights the growing importance of sensory retailing with a discussion of key sensory and experiential theorists.
Business problem is presented by first contextualizing Aesop’s brand identity and positioning and its marketing mix used to deliver enhanced customer experience, using relevant branding theories. The challenges for Aesop in translating its multisensory experience online is discussed in detail, drawing on relevant sensory and experiential theories, and finishing with the critical business question for learners to consider in the subsequent business questions that follow.
Business questions – 7 are proposed linked to brand identity online and offline, competitor differentiation, sensory retailing and how Aesop use it to enhance customer experience, channel and touchpoint analysis and strategic recommendations for achieving a blended physical and digital experience using the senses.
Fashion business case study structure (plus indicative wordcount, as follows):
Title page including case study title and subtitle if relevant, your name and student ID, course, word count (not included in wordcount)
Keywords
Outline key search terms related to your case to aid discoverability online, min. 5 to maximum 10. These may include subjects, topic, market sector, discipline, geography, concepts, brand name, people names, date / timeframe.
Abstract (150-200 words)
Briefly summarise the topic, scope and business problem in the case
This should contain the keywords selected above
The abstract should differ from the introduction by providing a brief summary of the case
N.B. The beginning of your abstract will represent your case in the search results on the resource if published
Write the abstract in full and do not use bullet points
Learning objectives (200 words)
List between 2-5 bullet point objectives
A case is a pedagogical resource and should have clear learning objectives i.e. intentions.
Use active verbs e.g. to describe, evaluate, analyse, propose etc.
Introduction (700 words)
Introduce the industry / sector, brand, history, business model as relevant
Introduce the business topic of the case
Include key facts about the industry and/or brand relevant to the case especially related to the target consumer, their buying behaviour and trends driving consumption as well as the brand and positioning strategies
Business problem / challenge / opportunity (delete as appropriate) (1800 words)
Use sub-headings to break up key sections
Identify the key problem, issue, dilemma being face by the brand
Identify the circumstances contributing to the business problem or issue
Introduce key players and roles in the problem / challenge / opportunity
Set the perspective of the reader and/or roles for addressing the problem or issue
Business questions (200 words)
Pose the major business questions to the reader, in addition to broader study questions or provocations that promote discussion of the key issues within the case. You are not providing solutions to these questions in the case.
References (not included in the total word count)
You must include all relevant references in full, alphabetically, using Harvard referencing.
References should be submitted in one list
Definitions (not included in total word count)
Define specialized terms or key concepts used in the style of a glossary, if relevant
Appendices (not included in total word count)
Any charts of facts and figures you wish you wish to include that are not included within the case
Image captions
Should you include artwork in your case, please supply a list of captions at the end of the case, including the relevant © credit lines.
Deadlines and support available to you for the assessment
Week 5: deadline for selecting your brand to use in the case study and pre-recording on writing a case study will be provided
Week 6: deadline for confirming brand management issue relevant in industry for your case study
Week 9: case study writing guidance document (this one + pre-recording) available on Moodle. Formative assessment enabling you to ask questions related to your case study assessment.
Week 9: Case study proposal form available on BMCI Moodle under assessment tile. Deadline for completing this as a Word document to receive tracked comments tutor feedback.
Week 10: case study assessment tutorials and receive feedback on your proposal form
Week 12: opportunity to reflect on tutor case study proposal form feedback and revise case draft for tutor feedback, ask questions and seek further guidance in the seminar
Week 13: case study assessment tutorials, opportunity to get tutor feedback on final case study draft prior to summative submission in week 15.
Further support information
Watch the pre-recording on writing case studies, posted in your BMCI unit Moodle site for further support in how to write a fashion business case.
Bloomsbury Fashion Business Cases website: www.bloomsburyfashioncentral.com.
Requirements: .doc file

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