2000 words Marketing Plan of Royal Opera House in London (in 48 hours)

Marketing Strategy 20%

This should give;

A brief overview of the organisation eg when formed; business objectives; current marketing and customers.

An analysis of the organisation using appropriate tools

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 d) you may want to inform reader where you are going to focus the plan.

Marketing MIX 70% Scheduling & Implementation

This section should

demonstrate both applied knowledge and understanding of Cultural and creative marketing BUT also academic rigour.

Provide rationale for your P choices with 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 this is not prescriptive

HOWEVER NOTE This is not a marketing communications plan (communications ie the promotional P is only ONE element of the plan!) You will fail if this is your focus!!!

Scheduling-

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.

Implementation –

How will you manage the plan? Who will manage the process? Will this be internal / external.

Budgets and control, 10%

Budgets –

Remember some organisations may have miniscule 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?

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A reminder - The Planning Process