*Group Assignment Title
Case study analysis: Millennium Stadium in Cardiff city (Cardiff – Wales, United Kingdom)
Assignment Brief
Your group has been employed as a marketing consultancy team by Millenium Stadium. You have been called in to advise management on ways in which the organisation’s current markets might be developed in line with their competitive advantage. Your approach must consider the current, challenging economic climate.
Your group written assignment to the management team must include: –
Executive Summary
Situational Analysis
Marketing Strategies
Implementation and control
The word count for this assignment is 1925 words.
*This Instructions and structures that must use to do this assignment.
Marketing Plan –structure
Executive Summary (approx. 250 words)
A brief overview of the marketing plan that introduces the reader to the main features raised within the following sections:
Situation analysis, marketing objectives, marketing strategies, implementation and control
Situational Analysis (approx. 650 words)
– SWOT analysis, PESTLE analysis and Porters Five Forces
– Marketing objectives
For example: To raise brand awareness with local residents; increase sales/admissions by 10%; to introduce a more interactive service (you can have one or several marketing objectives)
Marketing Strategies (approx. 700 words)
– Segmenting, Targeting and Positioning
– Product strategies
– Pricing Strategies
– Place (Supply Chain) Strategies
– Promotion Strategies
Implementation (approx. 325 words)
A SMART (specific, measurable, achievable, realistic and time-bound) action plan that encapsulates the business objectives, situational analysis, marketing objectives/strategies through integration of the marketing communication mix.
See below example of one action item:
Action Items Beginning date Ending date Responsible party Cost Remarks
Identify hotels and golf clubs where the product/service can be promoted 1st April, 2016 1st May, 2016 Marketing Officer Cost of flyers: £250 The objective is to target other businesses that come in contact with tourists. This activity will need to consider if customers will receive a discount if they display the flyer picked up at the hotel or golf club
Module marking scheme
NB: This is what it sets out to be – a guide to the broad band in which your mark for the assignment and/or the examination may fall – and should not be used as a set of absolute criteria. It is intended to help you to understand what you need to do in order to achieve your target classification on this module. The following table is Module marking scheme.
Grade Knowledge, Understanding and Relevance Argument, Analysis and Evaluation Application Communication Research/Information Literacy Practical Skills
(Referencing)
90-100%
A16 A piece of work which displays exemplary evidence of complete understanding of the concept under discussion across all categories and criteria, and which provides evidence of scholarly excellence and originality
80-89%
A15 An excellent grasp of the subject matter is shown throughout the assignment and how it applies to its themes, questions and issues An excellent level of critical analysis and evaluation of the issues is contained in the assignment. The assignment displays originality. An excellent level of application of appropriate knowledge is demonstrated The assignment demonstrates a very sophisticated level of writing, displaying excellent clarity of argument, a coherent and organised structure and original, well-evidenced and coherent insights The assignment utilises a wide range of relevant sources, displaying outstanding information literacy skills in respect of research & accessing sources, distinguishing the most relevant and appropriate sources, and using them in the assignment in an excellent manner The assignment has been properly referenced throughout, in accordance with the system of referencing prescribed in the course documentation.
70-79%
A14 A full and comprehensive grasp of the subject matter is shown throughout the assignment and how it applies to its themes, questions and issues A full and comprehensive level of critical analysis and evaluation of the issues contained in the assignment is displayed A full and comprehensive level of application of appropriate knowledge to the issues contained in the assignment is demonstrated The assignment displays a sophisticated level of writing, displaying very good clarity of argument, a coherent and organised structure and provides well-evidenced and coherent insights The assignment utilises a wide range of relevant sources, displaying excellent information literacy skills in respect of research & accessing sources, distinguishing the most relevant and appropriate sources, and uses them in the assignment in a very effective manner The assignment has been properly referenced throughout, in accordance with the system of referencing prescribed in the course documentation
60-69%
B11-B13 There is a substantial knowledge of relevant material, showing a clear grasp of themes, questions and issues therein. The assignment is consistently focused on being relevant to the requirements of the assessment A good, clear and orderly analysis of the issues and a good level of evaluation of the issues contained in the assignment is displayed A good, clear and orderly level of application of appropriate knowledge to the issues contained in the assignment is demonstrated A well written assignment, with good grammar and spelling, in a readable style with a good structure The assignment utilises a good range of relevant sources, displaying very good information literacy skills in respect of research & accessing sources, distinguishing the most relevant and appropriate sources, and uses them in the assignment in a largely effective manner The vast majority of the information in the assignment has been properly referenced in accordance with the system of referencing prescribed in the course documentation
50-59%
C8-C10 Adequate knowledge of a fair range of relevant material is shown, with intermittent evidence of an appreciation of its significance. The assignment seeks to address the requirements of the assessment but it also contains parts that are not directly relevant. Some analytical treatment is displayed, but the assignment tends to be more descriptive than analytical. There is some evidence of evaluation of the issues contained in the essay but it is of limited scope. Satisfactory application of the appropriate knowledge to the issues contained in the assignment is demonstrated but it also indicates clear limitations in this respect A competently written assignment, with only minor lapses from standard grammar, and a satisfactory structure The assignment utilises a satisfactory range of relevant sources, displaying good information literacy skills in respect of research & accessing sources, distinguishing the most relevant and appropriate sources, and uses them in the assignment in a competent manner Most of the information in the assignment has been properly referenced in accordance with the system of referencing prescribed in the course documentation
40-49%
D5-D7 A basic understanding of the subject is shown, but only a limited range of material is used. There is a significant degree of irrelevance. There is little evidence of analysis or evaluation in the assignment – it is largely descriptive Limited application of appropriate knowledge to the issues contained in the assignment is demonstrated An assignment with a simple basic style but with significant deficiencies in expression and/or structure The assignment utilises a narrow range of relevant sources, displaying limited information literacy skills in respect of research & accessing sources. It fails to distinguish relevant and appropriate sources from those that are not and/or uses relevant and appropriate sources in an inadequate manner Some of the information in the assignment has been properly referenced in accordance with the system of referencing prescribed in the course documentation
35-39%
E4 A limited understanding is shown of a narrow range of material.
The content of the assignment has little relevance to its requirements There is very little, or no, evidence of analysis or evaluation in the assignment. It is heavily dependent on description A limited assignment that demonstrates an overwhelmingly unsuccessful attempt to apply appropriate knowledge to the issues contained in the assignment An assignment with numerous deficiencies in expression, presentation and structure The assignment is based on an inadequate use of literature, often with an over reliance on basic textbooks and class materials
Much of the information in the assignment has not been properly referenced in accordance with the system of referencing prescribed in the course documentation.
0-34% F1-3 The assignment has insufficient evidence of the knowledge, understanding and skills appropriate to the level of the qualification. The work is weak in most, if not all, of the above indicators