Reference no: EM132330629

Marketing Management Assignment Task - Marketing Plan - Woodford Folk Festival

Learning outcomes -

• Understand marketing from a holistic perspective within the organisation.
• Analyse and evaluate credible sources of marketing information to prepare a well-reasoned marketing plan.
• Understand and apply the strategic planning and marketing decision process.
• Critically evaluate and apply marketing principles and theories to selected "real life" organisations and case studies.

DESCRIPTION -

Your lecturer will provide you with a scenario for a business that requires a marketing plan. The focus of marketing plan will change according to the scenario you have been given to address. The marketing plan will be prepared on a level suitable to be presented to senior management. The Step-by-Step Marketing Planning System in Chapter 14 of the text, and frameworks provided to you by the Lecturer, will help you identify the relevant information to include in your marketing plan. In each week of the subject, we will discuss key issues that you should be considering for your marketing plan. You are strongly recommended to start forming groups from Week 1 and work on the plan from Session Week 2 and after each Session add relevant information to the plan.

Do:

• Present the marketing plan in report format with subheadings and paragraphs following the structure outlined in Chapter 14 of the text and provided frameworks.
• Use tables, diagrams and further analysis of data to clarify, illustrate and supplement analysis and support your recommendations.
• Use page numbers and double line spacing for ease of reading and feedback.
• Use citations from original sources when they are used, using an accepted format such as APA. If sources have not been acknowledge, they will be considered as plagiarised.
• Proof read your report thoroughly, for grammatical and spelling errors.

Do not:

• Use bullet points unless you are simply presenting a list which is self-explanatory. Bullet points do not lend themselves to discussion and explanations (Note that you are now reading a bullet point which is totally self-contained and requires no further explanation!).

SPECIAL CASE STUDY NOTES - Woodfordia Inc. (and their major event the Woodford folk Festival) are our client for this trimester.

Your team can start by generally familiarising yourselves with the organisation and festival.

Our marketing problem to resolve in the marketing report will be to: -

(1) Identify ways in which Woodford Folk Festival can increase international visitors to the festival over the next 3 years (2019/20, 2020/21 & 2021/2022)

(2) Identify, describe and quantify potential target market segments. Selecting one market segment for detailed planning

(3) Create a marketing plan (supported by WFF information provided, marketing theory and other information gathered from secondary sources) to attract the selected target market segment.

(4) The marketing budget for this campaign will be a maximum of $60,000 comprised of $30,000 for 2019/20, $15,000 for 2020/21 and $15,000 for 2021/22. The 3-year marketing plan MUST show an overall financial return on investment to Woodfordia Inc. over the 3-year period. It is expected that, by the end of 2021/21the marketing costs incurred of $60,000 will be recouped through ticket sales and that at least an additional $60,000 in Box Office or other revenue will be gained as a result of the marketing plan (overall increase in revenue of at least $60,000).

(5) All marketing proposals should include draft examples of any proposed creative content as an appendix e.g. YouTube, storyboard, mock-up of any print media etc.

Attachment:- Marketing Management Assignment.rar