2000 words Marketing Plan of Royal Opera House in London (in 48 hours)
vandchuchu
assignmentbrief.pptxMKT3095
Assignment 1
ASSIGNMENT 2 BRIEFING
This will be available on recap
See Blackboard
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Assignment 1
Average 63
Range 45 – 85
Generic comments see BB generic feedback
Remember the module is based on assignment 1 & 2 average
Assignment 2 is a report – with 70% of marks in one section
In the past a student who achieved 62 + 77 = 70
PLAN
Develop a Marketing Plan for a cultural, arts or heritage organisation* of your choice.
This plan should be structured as follows
Market and Organisational Analysis (20%)
Marketing Mix INCLUDE Implementation & Scheduling (70%)
Costings & Control (10%)
*If in doubt about suitability of your choice contact the module leader. Your organisation should NOT be one featured in the seminar case studies.
Previous Plans Have included
Tynemouth Priory
Historic Dockyard Portsmouth
Bahrain National Theatre
Narana Aboriginal Cultural centre
Piece Hall
Titanic museum
Mount Stuart House
Front sheet usual name, degree, word count
Market and Organisational Analysis (20%)
This should summarise where the organisation currently is:
As the reader does not know the organisation a brief overview of key points eg when formed; business objectives etc; current marketing strategy.
An analysis of the organisation using appropriate marketing tools
It is important to state clear marketing objectives derived from analysis & knowledge of the organisation
You may have more than 1 marketing objective. You need to decide if you want to focus on 1 and have depth or look at several.
As a result of 4) you may want to inform reader where you are going to focus the plan.
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SWOT
Objective
Audience Development:
To increase annual visitor
numbers and attendance to
workshops by 15% by May 2018
Objectives
To achieve increased visitor numbers of 50% from the family demographic (young children and adults) between July 2018 to July 2019, through increasing the provision of family attractions and exhibitions.
Marketing Objective:
Increase the number of primary school trips visiting The Commandery by 15% over the academic year from September 2018 - July 2019.
Marketing Mix INCLUDE Implementation & Scheduling (70%)
This section details YOUR suggestions to achieve the objective(s) you have set.
Within it provide a discussion, explanation and rationale for your P choices using academic sources; models; quotes ETC
You must address ALL 7 P’s in the plan, I would expect ½ - 1 page minimum for each BUT
Given the word / page restrictions you may wish to focus on some of the 7 elements in more detail. If so make sure you inform the reader of this and why?
NB This is not a marketing communications plan (communications/ the promotional plan is only ONE element of the plan!)
The proposals should demonstrate applied knowledge and understanding of Cultural and Heritage marketing BUT also some academic rigour.
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Promotion
Process
The 7 P’s eg Place
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Mix continued; Scheduling-Implementation
When scheduling think about the timescales involved,
What activities are dependent on others;
Illustrate any key dates; events
What do you have to plan for pre, during and post event?
A table or excel is a good way of showing this BUT will needs some words to explain certain points you think are important and/ or link back to your proposals.
How will you manage the plan? Who will manage the process? Will this be internal / external.
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Scheduling & Implementation
Costings & Control (10%)
Costs/ Budget - Remember some organisations may have very small budgets available.
Resources can include not only available money but people and other assets such as buildings
Use the Internet and follow up the case studies for costing data.
For each of your P. recommendations what are the costs involved
Control - How will you measure the success of the plan?
In the short; medium and long term?
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Example
MKT3095
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Control -
2000 words maximum.
This includes words found in the references within the report ie (Forbes, 2000)
This excludes word content within table/ figures; and figure/ table labels.
This excludes the reference list
Words in Appendices will be included in the word count
A maximum of 14 (A4) sides. This will be strictly enforced any over will be discarded and the assignment judged on the remaining 14
PLUS a front page . ie
14 sides of the report including appendices BUT
Excluding the list of references / bibliography details at the end
Excluding a front sheet containing
Correct Harvard referencing of sources not numerical
Handin via TurnitIn Monday 13th May by 4pm
General
Hand in + a Turnitin copy Monday 13th May
A FAQ section is on BB
Assessment guidance drop ins and bookable appointments will be available
An annotated copy is on BB
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Questions
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