Principles of Marketing

Word count or equivalent: 1,500 (excluding appendices, up to 5 pages)

Assignment briefing:

The final assignment carries 40% of the overall module mark.
The case studies for this assignment is:

Radiohead: Pricing Strategy and the music industry (page 349 of your text book, by Kotler et al – Principles of Marketing, 6th Ed)

Please answer the following questions:

1- What is online value chain? Explain the online value chain for Radiohead (based on the case study) from production of content to delivery.
2- Compare online value chain and traditional value chain.
3- Critically analyse online value chain’s impact on Radiohead’s pricing strategy, and the ensuing implications for customers.
4- Is it ethical to access to “free” online content, such as music, why, why not?
5- If you were the marketing manager, what would your pricing strategy would be for Radiohead’s next album and why?

The word limit for this task is 1,500 words.

References should be clearly stated at the end of any work submitted for this subject. Quotation marks should indicate any passage taken directly from a text.

All work for this subject must be presented on time. If work is submitted late, within five working days of the deadline your mark will be capped at 40%. Any work submitted later than five working days after the deadline will not be accepted.