PLEASE FOLLOW INSTRUCTION GUIDELINES AND DO YOU THE CORE TEXTS AS REFERENCES .THANKS
UMKT3012 Understanding Marketing and Events Spring 2019 Coursework Brief Handout: Week 1 Access via GSM Learn Deadline for Submission: Wednesday, 24-04-2019 2pm Word Limit: 1,500 words (Plus or minus 10%) Learning outcomes assessed: • Explain how special events are defined and classified • Explain the scope and impact of marketing and events within an organisation • Describe the marketing mix and explain its role in a marketing strategy • Apply basic event and marketing concepts (e.g., planning, coordinating, staffing, marketing, segmentation, targeting and position (STP), risk management, evaluation, etc.) This coursework is worth 100% of the total marks for this module. [Type text] UMKT3012 UNDERSTANDING MARKETING AND EVENTS AUTUMN 2017 COURSEWORK BRIEF Coursework Instructions Please read carefully • Carefully read the module handbook, the marking criteria and the grade descriptors. Academic Misconduct You are responsible for ensuring you understand the policy and regulations about academic misconduct. You must: • Complete this work alone except where required or allowed by this assignment briefing paper and ensure it has not been written or composed by or with the assistance of any other person. • Make sure all sentences or passages quoted from other people’s work in this assignment (with or without trivial changes) are in quotation marks, and are specifically acknowledged by reference to the author, work and page. GSM LONDON Page 1 of 10 UMKT3012 UNDERSTANDING MARKETING AND EVENTS AUTUMN 2017 COURSEWORK BRIEF Assignment Questions • 1990: Samsung becomes a world leader in chip production. • 1994: Samsung Motors is formed. • 1996: Lee Kun-hee is involved in a corruption scandal and gets a suspended sentence for bribery. • 1998: Samsung completes the development of flat-screen televisions and begins the first mass production of digital TVs. Samsung Motors delivers its first cars. • 2005: Samsung develops the first speech-recognition phone. • 2007: Samsung Group is accused of political bribery and influence- peddling throughout the South Korean government, judicial branch and the media. • 2012: Samsung Electronics becomes world’s largest mobile phone- maker by unit sales, overtaking Nokia, the market leader. U.S. jurors rule Samsung must pay Apple (AAPL) $1.05 billion in damages for violating six Apple patents on smartphone technology. Using the above case study answer the following questions (your answers will form the main body of your report). 1. Explain how special events are defined and classified. Your definition should draw upon relevant core texts and examples. (LO1--200 words) 2. Explain the key marketing activities undertaken by Samsung and the role events play within their overall marketing strategy. (LO2--200 words) 3. Explain the role of the marketing mix (4P’s/7P’s) and how Samsung uses this to inform their marketing strategy. (LO3—300 words) 4. (a) Samsung is planning an open-air screening of one of their films to promote their brand. How and to whom should they market this event, taking into account: • Segmentation • Targeting and Positioning (LO4—250 words) (b) Discuss some risk management considerations they should take into account when planning this event. (LO4—250 words) http://www.siliconvalley.com/topics?Apple%2C%20Inc. http://markets.financialcontent.com/mng-ba.siliconvalley/quote?Symbol=AAPL GSM LONDON Page 2 of 10 UMKT3012 UNDERSTANDING MARKETING AND EVENTS AUTUMN 2017 COURSEWORK BRIEF Core texts Bowdin et al. (2011). Events Management. 3 rd Edn. New York, Routledge. C.A.Preston (2012). Event Marketing. 2 nd Edn. New Jersey, Wiley. Useful Website https://econsultancy.com/blog/67860-10-examples-of-great-disney- marketing-campaigns Below is an indicative structure for your report: Title Page Table of Contents A list of all the sections, headings, and sub-headings. Appendices and Figures should be provided as well as all page numbers as clearly as possible. Introduction (approx. 150 words) This should show that you have understood the brief and that you will cover everything required. Findings and Analysis (approx. 1200 words) • This is the substance of your report. The structure will vary depending on the material being presented. Headings and sub-headings should be used to indicate clearly the different sections. • Charts, diagrams and tables can be used to reinforce your arguments, although it may be better to include the more complex ones as an appendix. • See client brief on the previous page for more information Conclusion (approx. 150 words) This provides an end to your report through a summary of the important points in your discussion. Remember not to include any new material here. The Reference List The terms reference list and bibliography are sometimes used interchangeably, but here we define the terms as: • Reference list - a list of cited sources, consulted readings, for example a list of textbook sources that you have studied while composing your report. End of Assignment Brief GSM LONDON Page 3 of 10 UMKT3012 UNDERSTANDING MARKETING AND EVENTS AUTUMN 2017 COURSEWORK BRIEF UNDERSTANDING MARKETING AND EVENTS MARKING CRITERIA AND SELF-ASSESSMENT FORM S tr e n g th A d e q u a te N e e d s Im p ro v e m e n t Knowledge and Understanding 50% • Includes all required factual content required by the assignment brief, accurately summarised. All content is relevant. • Demonstrates a clear understanding of: • special events and how they are defined and classified • how an events organisation markets their products and/or services by way of different marketing concepts and strategies • how to apply basic event and marketing concepts • Demonstrates evidence of independent reading and research, beyond standard texts, appropriate to this level. • Demonstrates effective use of class materials to develop knowledge and understanding of key concepts and theories. Intellectual and Cognitive Skills 25% • Material is clearly and logically structured using a suitable report format, with clear communication of ideas. • Includes a well-developed, relevant introduction and conclusion. • Information is selected from a range of relevant sources appropriate to the level (at least 3), and incorporated effectively. • Arguments are well-developed and make effective use of sources. Graduate Skills 25% • The work is within the required word count. • Sources are appropriately referenced using the Harvard style. • Answers are written in a suitably fluent, academic style. • Spelling, grammar and punctuation are accurate. • The work is presented professionally, with appropriate use of fonts, spacing, headings, images etc. GSM LONDON Page 4 of 10 UMKT3012 UNDERSTANDING MARKETING AND EVENTS AUTUMN 2017 COURSEWORK BRIEF GSM LONDON GENERIC ASSESSMENT MARKING CRITERIA LEVEL 3 • Level 3: prepares students to function effectively at Level 4. Criteria for assessment at Level 3 reflect the preparatory nature of these modules. • Students are expected to demonstrate the acquisition of generic learning skills appropriate for self-managed learning in an HE context. Students are expected to demonstrate that they have acquired the underpinning discipline-specific skills, knowledge and understanding necessary to undertake a programme of higher education • These criteria are designed to be a reference point for assessment criteria in all subjects. Where the generic criteria are deemed to be sufficient, they can be used directly for assessing students' learning. KNOWLEDGE & UNDERSTANDING INTELLECTUAL & COGNITIVE SKILLS GRADUATE SKILLS: TRANSFERABLE, EMPLOYABILITY, PRACTICAL AND ACADEMIC SKILLS Factual and conceptual knowledge and understanding; Critical thinking; conceptualisation; creativity; Written, oral and presentation skills; interpersonal, use of class materials; independent reading synthesis, analysis and evaluation; application; problem group and teamwork skills; leadership skills; numeracy; solving and research/investigation digital skills; practical, professional and academic skills (including referencing/presentation) MARKING MODULE CLASSIFICATION WEIGHTED AT 50% WEIGHTED AT 25% WEIGHTED AT 25% BAND LEARNING OUTCOMES 86 - 100% Achieved at FIRST (1ST) Includes all required factual content, accurately Well developed, relevant introduction and conclusions. Within word count or presentation time. this level summarised. Includes relevant factual content only. Clearly and logically structured material. Accurate spelling, grammar, punctuation, paragraphing. Very accurate identification of pre-defined concepts, Information or data selected from highly relevant Fluent, interesting writing style, appropriate to the theories and/or principles, appropriate to this level. sources, and categorised, analysed or evaluated using a assignment OR engaging, confident, audible and well- recommended format. paced presentation. Excellent