SCENARIO
You are a marketing consultant who has been commissioned to produce a marketing report to a chosen sports/events venue.
TASK
Produce a detailed report (4,000 words) that identifies, describes and evaluates the organisation, in terms of its marketing strategy and should include:
• An analysis of its extended Marketing Mix Strategies both in terms of the organisation and their customers (20%).
• Explain the importance of relationship marketing for sport/event venues, and evaluate to what extent are relationship marketing approaches used by your chosen VENUE for customer retention. (30%)
• Recommend future marketing strategies for the venue that will include
o Creating NEW sponsorship/partnership agreements
o Improving customer retention/attendance at the venue (35%)
• Presentation of the report, structure, written style (15%).
Your report should be professionally written and include recommendations to the CEO linked to a sports/events marketing strategy.
In all cases the report should be more than descriptive collations of individual submissions or library material (sources should be referenced in detail, notions alone are not acceptable) should illustrate relevant aspects of theory and accepted practices, and demonstrate thoughtful analysis and discussion of key issues.
NOTES
• Your research should show an appreciation of the global impact of strategies within the organisation.
• Your report should show detailed breadth/depth of topic coverage, analytical rigour, clarity of interpretations, quality of academic argument and conclusion.
• You are required to research a minimum of ten academic journal articles which must be appropriately referenced.
• All sources must be identified and appropriately cited. There must be evidence of background academic searching / research, the extent of use and relevance of reference material literature techniques and models.
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