Assessment: Research Paper - Industry linked case study

Assessment Objectives: Based on the current Premium/Luxury Brand landscape, research the premium brand management and marketing aspects of MIU.

Assessment Instructions: Using Secondary Research, explore MIU that operate in an international context.

Research MIU brand and proceed to conduct discovery in the following areas: (THOSE POINT MUST INCLUDES IN THE PAPER)

• The Management practices and marketing mix strategy used of MIU
• Overview of MIU and their positioning strategy as a premium/luxury brand
• Innovative practices conducted (including sustainability)
• The extent to which the above elements have contributed to the success of the brand

Assessable Criteria: (THOSE POINT MUST INCLUDES IN THE PAPER)

You will be assessed on the following requirements:

- Accurate identification of management practices depicted in researched case study. Accurate and in-depth coverage of marketing mix strategy used for MIU.

Learning Outcomes addressed:

• Distinguish luxury, prestige and premium concepts or brands within the retail fashion and textile industry.
• Investigate and examine brand image, culture and vision within the global fashion and textile industry.
• Identify and differentiate between innovative practices within the sector.
• Critically analyse marketing management decision making for premium fashion brands.