Assessment 1 : Case Study Analysis (25%) Content • Case study registration Case study registration Click on the Case study registration link to create an account with Harvard Business Publishing before accessing details of the case study. • Assessment 1 - Marketing Twitter Case Study Turnitin submission You can submit your assessment by clicking on the 'View/Complete' link directly below. You may submit as many times as necessary until the due date. For information on Turnitin and how to read your originality report refer to this brief instructional guide . • >> View/Complete • Assessment 1 Case study analysis - Due: week 5 Overview - Marketing Twitter – Competing as a Social Media Platform The Case looks at social media platforms in general and provides data with which to ananlyse their business models. The case considers a range of issues including:  Assessing the potential of emerging markets;  Understand the revenue model of digital advertising and social media;  Identify the difficulties inherent in creating new business models; and  Discuss the balance between growth and innovation Note: A link to the case study is available within the Assessment one content area in vUWS. As a student of this unit you are free to read and download the document, and to print one copy for your use. You may not make multiple copies for others, disseminate the document to unauthorized users, edit or alter it, or otherwise exercise any intellectual property rights, all of which remain with Harvard Business School Publishing (HBSP). The Western Sydney University School of business is required to notify HBSP if it becomes aware of serious noncompliance with these instructions. Details The key objectives of this case are to comprehend the impact of changing consumer behavior on the financial performance of a company; to understand the concepts and importance of market segmentation, positioning, and branding; to analyze value propositions and value creation; to critically evaluate marketing decisions from a financial and an ethical perspective; and to critically discuss the role of governmental policy making in order to intervene in worrying consumer behaviour. Using the Case Analysis Method you are to consider the following factors (Students should choose those that they believe are most important)  Business model  Product/service offering and branding  Business relationships (e.g. customer, supplier, alliances/partnerships)  Market segmentation and targeting  Internal/organisation related factors Essays should not exceed 1,500 words, using size 12 point font with 1.5 line spacing format. Essays must be fully and accurately referenced or they will not be graded. Students should aim for a 10 per cent to 15 per cent Turnitin similarity index with direct quotes properly referenced with quotation marks, source and page number (please contact the instructor if you need advice regarding Harvard referencing). Secondary research can be included in the assessment to consolidate arguments. The case analysis should be in an essay format. Examples of the essay format are provided in the vUWS Assessment 1 folder. More detailed information about how to analyse cases can also be accessed in the vUWS Assessment 1 folder. Submission requirements Submissions are to be made via Turnitin for this assessment by the DUE Date in Week 5. Students are to upload the submitted work in a WORD document format and NO hardcopy is required. Late Assessments will attract a 20% penalty for each calendar day the assessment is submitted late without an approved disruption to studies application. CASE STUDY QUESTIONS: 10. How has Twitter grown over the past decade? Why is ts growth rate slowing? 11. How is Twitter doing compared to other social media platforms? 12. What is your advice to Berland with regard to marketing Twitter? • Marketing Twitter – Competing as a Social Media Platform Marketing Twitter – Competing as a Social Media Platform As a student of this unit you are free to read and download the document, and to print one copy for your use. You may not make multiple copies for others, disseminate the document to unauthorized users, edit or alter it, or otherwise exercise any intellectual property rights, all of which remain with Harvard Business School Publishing (HBSP). The Western Sydney University School of Business is required to notify HBSP if it becomes aware of serious noncompliance with these instructions.