Learning Outcomes:1. Apply relevant marketing research information to the development of a marketing communications strategy within the UK legal constraints.2. Plan media effectively for a given target audience.3. Analyse and evaluate marketing communications strategies as a constitutive part of the marketing mix.4. Demonstrate an awareness and understanding of evaluation techniques available to measure the success of communications campaigns.5. Discuss the impact of the internet and direct marketing upon marketing communications.Assessment: Based upon a case study, prepare a marketing communications planRationale: To assess studentsí understanding of theoretical concepts and ability to apply them to a real-life business situationDistribution Date: October 2015Assignment Format: 3000 words (not including Appendices)ìEruptionî Rock FestivalAn Essex-based music promoter has come up with the idea to stage a Rock festival in Hadleigh Park at Hadleigh in Essex.The main attraction will be that the promoter wishes to attract unsigned, new young bands from all over Europe to gather in one site where they can be easily accessed by record company ìspottersî and music industry entrepreneurs.The festival is designed to run over two days in late August when the weather is likely to be good and the same programme will run each day with an all-day ticket costing £50 per person. There will be two stages with bands playing simultaneously, food and drink facilities, shops selling burgers, hotdogs, beer tents etc. and on-site camping for 500 people. The site as a whole can hold up to 5,000 people each day.Your job as a new Marketing Manager with ìEventsEffexî is to devise a media campaign which includes online/social elements that can be used within the UK and internationally to promote the ìEruption Rock Festivalî across Europe. It must be able to run across a number of countries via the Internet with a minimum of problems re language and culture.In addition to the promotional elements, the media campaign must be able to obtain target audience details such as age, gender, lifestyle etc. to allow follow-up direct marketing efforts. The online/social elements should generate ëviral interestí by encouraging sharing with friends the lifestyle opportunities represented by the unsigned, amateur rock-band scene ñ much in the way that people share interesting YouTube videos with each other.Based on the scenario provided, carry out the following tasks:Task 2 (Individual activity)Produce a report which includes the following:a) An explanation and justification of how and why your came up with the Marketing plan. In order to do this you will need to draw on marketing communication and buyer behaviour theory.In addition you will need to:ï discuss the research undertaken,ï how you came up with the target marketï how this influenced the strategy you selected and hence the media plan.(TIP: the SOSTAC framework should be used to structure the process.)(30 marks)b) Discuss the impact the internet and direct marketing had upon your marketing communications strategy and media plan. (15 marks)c) An evaluation of how well your Communications/Promotion strategy and media plan integrates with the overall marketing mix i.e. the other PísProduct, Price, Placing, P (Distribution), People, etc. elements. (15 marks)d) Recommendation and justification of appropriate methods for measuring the success of your integrated campaign. (15 marks)GENERIC ASSESSMENT CRITERIA AND MARKING STANDARDSLEVEL 5GenericLearning Outcomes Assessment criteria by level70%+ 60-69% 50-59% 40-49% 0-39%Characteristics of student achievement per mark band ? Work of a distinguished quality Work of a commendable category Sound work Broadly satisfactory work Work that falls short of the threshold standardsKnowledge and Understanding Knowledge and Understanding Has detailed knowledge of well established theories and concepts.Demonstrates an awareness of different ideas, contexts and frameworks and recognises those areas where the knowledge base is most/least secure. Provides a broad and detailed knowledge of major theories of the discipline(s) and a distinguished grasp of a variety of ideas, contexts and frameworks. Provides a strong detailed knowledge of major theories of the discipline(s) and an assured grasp of a variety of ideas, contexts and frameworks. Provides a firm and detailed knowledge of major theories of the discipline(s) and a sound awareness of a variety of ideas, contexts and frameworks with no serious inaccuracies. Provides a broadly satisfactory knowledge of major theories of the discipline(s) and a broadly satisfactory awareness of ideas, contexts and frameworks with no serious inaccuracies. Fails to display an adequate knowledge of relevant theories, ideas, contexts and frameworks. Work contains an unacceptable level of misunderstanding of key concepts, principles and theories.Synthesis and Creativity Collects and synthesises information to inform a choice of solutions to problems in unfamiliar contexts. Demonstrates a strong and sustained ability to synthesise and use creative solutions to solve problems. Provides clear evidence of synthesis and creativity in problem solving. A sound ability to synthesise and collect information to solve problems Can adequately compare alternative methods and techniques for obtaining information to solve problems. Fails to provide an adequate level of synthesis.Analysis and evaluation Analyses a range of information comparing alternative methods and techniques. Selects appropriate techniques/criteria for evaluation and discriminates between the relative relevance and significance of data/evidence collected. Demonstrates a strong sustained ability to analyse and synthesise in a considered manner. Develops authoritative arguments and judgements appropriate to the field of study. Clear evidence of strong and considered evaluation and analysis. Demonstrates a commendable appreciation of the complexity of the issues. Provides sound evaluation and analysis using a variety of standard techniques. Demonstrates a sound appreciation of the complexity of the issues. Selects appropriate techniques of analysis and evaluation and provides broadly satisfactory evaluation of the relevance of collected data/evidence. Fails to provide an adequate level of evaluation and analysis.Performance and practice Team and organisational working Interacts effectively within a team, giving and receiving information and ideas and modifying responses where appropriate and proactively seeks to resolve conflicts. Interacts within a team in a strong and distinguished manner. Gives and receives information and idea and where appropriate, modifies responses and proactively seeks to resolve conflicts. Interacts within a team in a commendable manner. Gives and receives information and idea and where appropriate, modifies responses and proactively seeks to resolve conflicts. Interacts within a team in a competent manner. Gives and receives information and idea and where appropriate, modifies responses and seeks to resolve conflicts. Interacts within a team in a broadly satisfactory manner. Gives and receives information and idea and where appropriate, adequately modifies responses and seeks to resolve conflicts. Fails to interact adequately within a team. Fails to demonstrate an adequate ability to give and receive information and ideas.Interpersonal and communication skills Synthesises and transfers ability, capability and responsibility to situations relating to or involving other people Effective interpersonal and communication skills Displays strong interpersonal and communication skills Displays competent communication skills with good interpersonal skills Communicates in a broadly satisfactory way with satisfactory interpersonal skills Fails to display satisfactory interpersonal and communication skills.A mark of 0% may be awarded for non-submission, poor or dangerous practice, incoherent and insufficient work, and in situations where the student fails to address the assignment brief and related learning outcomes
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