UMKT3012 Understanding Marketing and Events Spring 2017 Resit Coursework Brief Handout: [Time (am/pm), Date Month Year] Deadline for Submission: [26th of April 2017 at 1400 pm] Submit this coursework through the Student Portal with a Turn-it-in Report 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. 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.   Blank   Assignment Questions The Rio Carnival is an elaborate celebration of the Brazilian culture and the joy of life. Since 1723, Rio Carnival has been celebrated at the weekend before the beginning of Lent. There are at least a 2 million people reveling on the streets every day during the carnival. With over 200 samba schools competing in the parades during the carnival, there is a push to be the best and flashiest. Rio de Janeiro has long been regarded as the Carnival capital of the world. The Rio Carnival is not only the biggest Carnival, it is also a benchmark against which every other carnival is compared and one of the most interesting artistic events on the globe. Almost everyone has heard of Rio Carnival. Foreign visitors to it alone number around 500,000 every year. With the influx of visitors from all over the world hoping to be a part of this amazing festival, there is a desperate need for high-quality hotels and inns that will host guests. An opportunity of this calibre gives the Rio carnival an exceptional boost. With carnival parades, balls and street parties, and events at every turn, there is something for every. One of the greatest elements of Rio Carnival is that it not only provides entertainment for many people around the world but it also gives a chance to learn about the true culture of Brazil. Carnival is very important to the Brazilians, it sums up their way of thinking and way of life.one in the city of Rio de Janeiro. See more at: http://www.rio-carnival.net/#history 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. Conduct a SWOT Analysis describing the scope and impact of marketing and events for the organising body of the Rio Carnival (LO2--200 words). 3. (a) Explain the role the marketing mix (4P’s) play in developing an event marketing strategy and how is this applied in the case of the Rio Carnival (LO3—300 words). (b) Describe the marketing strategies and resources that the organisers of Rio Carnival would use in the event planning and implementation process using the sub-headings below; (i) Creating their marketing strategy • Segmentation • Targeting and Positioning (ii) Monitoring and Control • Monitoring and evaluation and • Risk management (LO4—500 words) Core texts Bowdin et al. (2011). Events Management. 3rd Edn. New York, Routledge. C.A.Preston (2012). Event Marketing. 2nd Edn. New Jersey, Wiley. Useful Website Glastonbury Festival (2014) History 1970, [Online] Glastonbury Festivals Ltd Available at www.glastonburyfestivals.co.uk/history/history-1970/ [Accessed: 22/12/2016] 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 next 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. 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   Marking Criteria KNOWLEDGE & UNDERSTANDING INTELLECTUAL & COGNITIVE SKILLS Graduate Skills: transferable, employability, practical and academic skills Factual and conceptual knowledge and understanding; use of class materials; independent reading Critical thinking; conceptualisation; creativity; synthesis, analysis and evaluation; application; problem solving and research/investigation Written, oral and presentation skills; interpersonal, group and teamwork skills; leadership skills; numeracy; digital skills; practical, professional and academic skills (including referencing/presentation) MARKING BAND CLASSIFICATION WEIGHTED AT 50% WEIGHTED AT 25% WEIGHTED AT 25% 86 - 100% FIRST (1ST) Includes all required factual content, accurately summarised. Well developed, relevant introduction and conclusions. Within word count or presentation time. Includes relevant factual content only. Clearly and logically structured material. Accurate spelling, grammar, punctuation, paragraphing. Very accurate identification of pre-defined concepts, theories and/or principles, appropriate to this level. Information or data selected from highly relevant sources, and categorised, analysed or evaluated using a recommended format. Fluent, interesting writing style, appropriate to the assignment OR engaging, confident, audible and well paced presentation. Excellent understanding of factual and conceptual material, relative to this level. Well developed arguments, referencing a range of literature, appropriate to this level. Appropriate visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are accurate, clearly set out, with explanations. Relates theory to practice effectively, appropriate to this level. Correct use of academic conventions, references and bibliography. Very good independent reading and research, beyond standard texts, appropriate to this level. Very good application of numerical and statistical methods to defined problems. Outstanding, consistent delivery of group work obligations, for this level. Effective use of class materials to develop knowledge and understanding. Precise, relevant recommendations. Very good awareness of ethical issues, where relevant. Insightful reflection on own strengths and weaknesses in relation to defined professional and practical skills. 70 - 85% FIRST (1ST) Includes all required factual content, accurately summarised. Relevant introduction and conclusions. Within word count or presentation time. Includes relevant factual content only. Clearly structured material. Accurate spelling, grammar, punctuation, paragraphing. Accurate identification of pre-defined concepts, theories and/or principles, appropriate to this level. Information or data selected from relevant sources, and categorised, analysed or evaluated using a recommended format. Fluent writing style, appropriate to the assignment OR engaging, confident, audible and well paced presentation. Very good understanding of factual and conceptual material, relative to this level. Coherent arguments, referencing a range of literature, appropriate to this level. Appropriate visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are accurate, clearly set out, with explanations. Relates theory to practice, appropriate to this level. Correct use of academic conventions, references and bibliography. Good independent reading and research, beyond standard texts, appropriate to this level. Good application of numerical and statistical methods to defined problems. Very good, consistent delivery of group work obligations, for this level. Effective use of class materials to develop knowledge and understanding. Relevant recommendations. Good awareness of ethical issues, where relevant. Good reflection on own strengths and weaknesses in relation to defined professional and practical skills. 60 - 69% UPPER SECOND (2:1) Includes most required factual content, mostly accurately summarised. Mostly relevant introduction and conclusions. Within word count or presentation time. Includes relevant factual content only. Clearly structured material Mostly accurate spelling, grammar, punctuation, paragraphing. Mainly accurate identification of pre-defined concepts, theories and/or principles, appropriate to this level. Information or data selected from relevant sources, and categorised, analysed or evaluated using a recommended format, with occasional gaps or errors. Mainly fluent writing style, appropriate to the assignment OR mainly engaging, audible and well paced presentation. Good understanding of factual and conceptual material, relative to this level. Mostly coherent arguments, referencing a range of literature, appropriate to this level. Mostly appropriate visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are mainly accurate, clearly set out, with mostly good explanations. Relates theory to practice, appropriate to this level, but with some gaps or errors. Mostly correct use of academic conventions, references and bibliography. Reasonable independent reading and research, beyond standard texts, appropriate to this level. Mainly good application of numerical and statistical methods to defined problems. Good and generally consistent delivery of group work obligations, for this level. Mostly effective use of class materials to develop knowledge and understanding. Mostly relevant recommendations. Sound awareness of ethical issues, where relevant. Clear reflection on own strengths and weaknesses in relation to defined professional and practical skills. 50 - 59% LOWER SECOND (2:2) Includes most required factual content, but with some gaps or misunderstandings. Adequate introduction and conclusions. Within 10% of word count or presentation time. Includes some irrelevant factual content. Adequately structured material, with a few gaps Some mistakes in spelling, grammar, punctuation, paragraphing. Some identification of pre-defined concepts, theories and/or principles, appropriate to this level. Information or data selected, categorised, analysed or evaluated with an attempt at using a recommended format and with gaps or errors. Writing style is mostly appropriate but not always fluent OR a presentation that is not always engaging, audible or well paced. Adequate understanding of factual and conceptual material, relative to this level. Limited arguments referencing limited literature. Includes personal opinion. Inconsistent visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations may have inaccuracies, or issues relating to set out and explanation. An attempt to relate theory to practice, appropriate to this level. Inconsistent use of academic conventions, references and bibliography. Some limited independent reading and research, beyond standard texts, appropriate to this level. Adequate application of numerical and statistical methods to defined problems, with gaps or errors. Inconsistent delivery of group work obligations, for this level. Adequate use of class materials to develop knowledge and understanding. Some recommendations. Some awareness of ethical issues, where relevant. Some evaluation of own strengths and weaknesses in relation to defined professional and practical skills. 40 - 49% THIRD (3RD) Includes limited factual content, with many gaps or inaccuracies. Basic introduction and conclusions. Within 10% of word count or presentation time. Includes significant irrelevant factual content. Unevenly structured material. Frequent mistakes in spelling, grammar, punctuation, paragraphing. Limited identification of pre-defined concepts, theories and/or principles, appropriate to this level. Information or data poorly selected, categorised, analysed or evaluated, and may not use recommended format. Awkward or inappropriate writing style OR a presentation that is not engaging, audible or well paced. Limited understanding of factual and conceptual material, relative to this level. Little argument, mainly descriptive or personal opinion, with little reference to literature. Inappropriate visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are often inaccurate, with many issues relating to set out and explanation. Very limited or inadequate attempt to relate theory to practice. Inconsistent or incomplete use of academic conventions, references and bibliography. Minimal independent reading and research beyond standard texts, appropriate to this level. Weak application of numerical and statistical methods to defined problems. Unreliable delivery of group work obligations, for this level. Limited use of class materials to develop knowledge and understanding. Confused recommendations. Little awareness of ethical issues, where relevant. Limited reflection on own strengths and weaknesses in relation to defined professional and practical skills. 30 - 39% FAIL. POSSIBLE COMPENSATION. Includes insufficient required factual content, with significant gaps or inaccuracies. Incoherent or irrelevant introduction and conclusions. More than 10% outside word count or presentation time. Includes substantial irrelevant factual content. Incoherently structured material. Serious mistakes in spelling, grammar, punctuation, paragraphing. Very limited or inaccurate identification of pre-defined concepts, theories and/or principles, appropriate to this level. Minimal selection of information or data, and little attempt at collation, categorisation, analysis or evaluation. Poor writing style OR a presentation that is not engaging, audible or well paced. Very limited understanding of factual and conceptual material, relative to this level. Little or no argument, entirely descriptive or personal opinion, with no reference to literature. Poor visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are mostly inaccurate, or incorrectly set out or explained. Theory not related to practice. Inaccurate or incomplete use of academic conventions, references and bibliography. Minimal independent reading and research, appropriate to this level. Limited use of standard texts. Very weak application of numerical and statistical methods to defined problems. Poor delivery of group work obligations, for this level. Very limited use of class materials to develop knowledge and understanding. Irrelevant or no recommendations. Little or no awareness of ethical issues, where relevant. Very limited reflection on own strengths and weaknesses in relation to defined professional and practical skills. 16 - 29% FAIL. NO COMPENSATION. Includes almost no required factual content, and with very significant inaccuracies. No introduction and conclusions. More than 10% outside word count or presentation time. Includes mainly irrelevant factual content. Very incoherently structured material. Serious and extensive mistakes in spelling, grammar, punctuation, paragraphing. No identification of pre-defined concepts, theories and/or principles, appropriate to this level. No evidence of the selection, categorisation, analysis or evaluation of information or data. Incoherent writing style OR an inaudible, poorly paced and unengaging presentation. No understanding of factual and conceptual material, relative to this level. Little or no argument, entirely descriptive or personal opinion, with no reference to literature. Very poor visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are inaccurate, with no explanations. Theory not related to practice. Very inaccurate or no use of academic conventions, references and bibliography. No independent reading and research, appropriate to this level. Very minimal use of standard texts. Minimal application of numerical and statistical methods and techniques to defined problems, with significant errors. Very poor delivery of group work obligations, where relevant. Minimal use of class materials to develop knowledge and understanding. No recommendations. No awareness of ethical issues, where relevant. Minimal evaluation of own strengths and weaknesses in relation to defined professional and practical skills. 0 - 15% FAIL. NO COMPENSATION. Does not include required factual content. No introduction and conclusions. More than 10% outside word count or presentation time. Includes entirely irrelevant factual content. Very incoherently structured material. Serious and extensive mistakes in spelling, grammar, punctuation, paragraphing. No identification of pre-defined concepts, theories and/or principles, appropriate to this level. No evidence of the selection, categorisation, analysis or evaluation of information or data. Incoherent writing style OR an inaudible, poorly paced and unengaging presentation. Demonstrates no understanding of factual and conceptual material and ideas. No argument, entirely personal opinion, with no reference to sources. Exceptionally poor visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are missing, with no explanations. Theory not related to practice. No use of academic conventions, references and bibliography. No independent reading and research, or use of standard texts, appropriate to this level. No application of numerical and statistical methods to defined problems. No delivery of group work obligations, for this level. No use of class materials to develop knowledge and understanding. No recommendations. No awareness of ethical issues, where relevant. No evaluation of own strengths and weaknesses in relation to defined professional and practical skills.