This document is for Coventry University students for their own use in completing their assessed work for

this module and should not be

passed to third parties or posted on any website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk

Faculty of Business and Law

Assignment Brief Academic Year 2018/19

Module Title: Strategic Sport and Assignment Coursework 2

Event Marketing Number

Module Code: 303SEM Assignment Title Individual Report

Module Leader: Ian Webster Assignment 65%

Weighting

Release Date: 15/10/2018

Assignment Brief Template

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This document is for Coventry University students for their own use in completing their assessed work for this module and should not be
passed to third parties or posted on any website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk

Submission 07/01/2019 18:00

Date/Time:

Submission Submission through

Time and Place: Turnitin ONLY

Assessment Information

This assignment is designed to assess learning outcomes:

1. Create strategic marketing solutions for sport and event management organisations.
3. Critically discuss the implementation and control of the strategic marketing process for sport and events.

This assignment is an individual assignment.

You are a marketing consultant who has been asked to produce a marketing report on the effectiveness of
current service quality management at a given venue.

Choose ONE VENUE from one the following service sectors

Sector choices:

Tourism
Sport
Events
Hospitality

Your VENUE should have the following characteristics

Relative Fixed Capacity

Fluctuating Levels of Demand

Assignment Brief Template

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This document is for Coventry University students for their own use in completing their assessed work for this module and should not be
passed to third parties or posted on any website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk

Your report should contain 3 distinct sections

SERVICE BLUEPRINTING
RELATIONSHIP MARKETING
REVENUE MANAGEMENT

Use relevant academic theories and frameworks when addressing all of the sections

1.Prepare detailed service blueprints for your chosen venue to reflect the different levels of customisation of
your customers/consumers - with supporting discussion that addresses the following questions.
•What are the service processes and the tangible cues, considering the “line of visibility”?
•Identify the critical incidents or ‘moments of truth’ throughout the process
•Where are the potential service failure points located, how could they be designed out of the process, and
what service recovery procedures could be introduced for dealing with service failures for your chosen venue?
•Using the SERVQUAL framework, critically examine the level of service quality in your chosen organisation
and identify where ‘Gaps’ are likely to occur and how these ‘Gaps’ can be closed.
(20 marks)

2.Critically analyze the importance of relationship marketing for services, and evaluate to what extent
relationship marketing approaches are used by your chosen VENUE for customer retention.

(20 marks)

3.Revenue (Yield) Management theories and strategies can help a venue increase revenue and maximize
profits. How can your chosen venue use such strategies and explain the pros and cons of doing so.

(20 marks)

4. Summation of Report (including relevant strategic recommendations)

(20 marks)

5. Professional layout of report as a true marketing consultancy report including use of appendices and CU
Harvard Referencing
(20 marks)

Assignment Brief Template

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 This document is for Coventry University students for their own use in completing their assessed work for this module and should not be
passed to third parties or posted on any website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk
Criteria for Assessment
Assessment Criteria
Class I (70+)
Highly detailed discussion of
appropriate theoretical
concepts related to the
Service Blueprinting Service Blueprinting and GAP Service Blueprinting and GAP
and GAP Analysis Analysis
(20%) environment, applied to the
chosen venue and fully chosen venue and generally
supported by relevant, well- well supported by relevant
researched examples
Highly detailed discussion of
appropriate theoretical
concepts related to the
Relationship
Management/Marketing
Analysis of
Relationship
Management
Strategies
strategies, applied to the
(20%)
chosen venue and fully
supported by relevant, well-
researched examples
Highly detailed evaluation of
appropriate theoretical
concepts related to the
Revenue management
Analysis of Revenue
strategies,
Management
applied to the chosen venue
Strategies (20%)
and fully supported by
relevant, well-researched
examples
Excellent evaluation and
very high level of critical
analysis of the topic; Very
high synthesis of
ideas/concepts;
Recommendations
Appropriate, logical and
(20%)
original recommendations
put forward; Appropriate
theories, concepts, and
Class II:I (60-69)
Good discussion of
appropriate theoretical
concepts related to the
Analysis
strategies, applied to the
examples.
Good discussion of
appropriate theoretical
concepts related to the
Relationship
Management/Marketing
strategies, applied to the
chosen venue and generally
well supported by relevant
examples.
Strong comparisons and
contrasts drawn between
The revenue management
elements. All strategies are
discussed and well-
researched, with
supporting examples.
Good evaluation and high
level critical analysis of the
topic; High synthesis of
ideas/concepts;
Appropriate and logical
recommendations.
Appropriate theories,
concepts, and market
Assignment Brief Template
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Class II:II (50-59) Class III (40-49) Fail (0-39)
Fair discussion of
appropriate theoretical Discussion is very
concepts related to the limited, lacking in
A basic attempt with only
Service Blueprinting and
GAP Analysis detail and/or
superficial analysis and/or
strategies, with some largely descriptive
a lack of research or
application to the and under-
examples.
chosen venue and researched/
supported by some incomplete
relevant examples.
Fair discussion of
Discussion is very
appropriate theoretical
limited, lacking in
concepts related to the
Relationship
Management/Marketing A basic attempt with only
detail and/or
strategies, with superficial analysis and/or
largely descriptive
some application to the a lack of research or
and under-
chosen venue and examples.
researched/
supported by some
incomplete
relevant examples.
Some comparisons and
contrasts drawn Evaluation is very
between the revenue
managment limited, lacking in
A basic attempt with only
elements. Most of detail and/or
superficial analysis and/or
the strategies are largely descriptive
a lack of research or
discussed and supported and under-
examples.
by appropriate research researched/
and supporting incomplete.
examples.
A small amount of
Some evaluation and
evaluation and critical
critical analysis of the
analysis of the topic; Little
topic; Some synthesis of
evidence of synthesis of Lacking in
ideas/concepts;
ideas/concepts; recommendations;
Recommendations are
Recommendations lack Recommendations
mainly appropriate and
logic and are not clearly that are provided
logical. Theories,
explained. Theories, lack explanation
concepts, and market
concepts, and market and justification.
research are used
 This document is for Coventry University students for their own use in completing their assessed work for this module and should not be
passed to third parties or posted on any website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk

research are used to research are used

market research are used to moderately to support
support key viewpoints. sparingly to support key
support key viewpoints. key viewpoints.
viewpoints.
Poor level of
spelling;
Average level of spelling;
Excellent level of spelling; Adequate level of spelling; punctuation;
Good level of spelling; punctuation; grammar
punctuation; grammar and punctuation; grammar and grammar and
punctuation; grammar and and layout; CU Harvard
layout; very accurate CU layout; CU Harvard layout; Only
layout; accurate CU Referencing style is
Presentation (20%) Harvard Referencing style; Referencing style contains limited/none of the
Harvard Referencing style; generally correct with
writing style is very several errors; writing sources are
writing style is professional one or two errors;
professional in report style could be more acknowledged
in report format. writing style is mainly in
format. professional. using the correct
report format.
CU Harvard
referencing standards;
Writing style lacks
professionalism

Word Count
The word count is 3000 words

There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the
word limit by 10% or more.
The word limit includes quotations, but excludes the bibliography.

Any work that is placed into Appendices WILL NOT be counted towards the word limit but WILL be recognized
and marked accordingly.

How to submit your assessment

The assessment must be submitted by 18.00:00 on 07/01/19. No paper copies are required. You can access
the submission link through the module web.

 Your coursework will be given a zero mark if you do not submit a copy through Turnitin. Please take care
to ensure that you have fully submitted your work.
 Please ensure that you have submitted your work using the correct file format, unreadable files will
receive a mark of zero. The Faculty accepts Microsoft Office and PDF documents, unless otherwise advised
by the module leader.
 All work submitted after the submission deadline without a valid and approved reason (see below) will be
given a mark of zero.
 The University wants you to do your best. However we know that sometimes events happen which mean
that you can’t submit your coursework by the deadline – these events should be beyond your control and
not easy to predict.  If this happens, you can apply for an extension to your deadline for up to two weeks,
or if you need longer, you can apply for a deferral, which takes you to the next assessment period (for
example, to the resit period following the main Assessment Boards). You must apply before the deadline.

Assignment Brief Template

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This document is for Coventry University students for their own use in completing their assessed work for this module and should not be
passed to third parties or posted on any website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk

You will find information about the process and what is or is not considered to be an event beyond your
control at https://share.coventry.ac.uk/students/Registry/Pages/Deferrals-and-Extension.aspx

 Students MUST keep a copy and/or an electronic file of their assignment.

 Checks will be made on your work using anti-plagiarism software and approved plagiarism checking
websites.

GUIDELINES AND BACKGROUND TO THIS ASSIGNMENT

Plagiarism

As part of your study you will be involved in carrying out research and using this when writing up your
coursework. It is important that you correctly acknowledge someone else’s writing, thoughts or ideas and that
you do not attempt to pass this off as your own work. Doing so is known as plagiarism. It is not acceptable to
copy from another source without acknowledging that it is someone else’s writing or thinking. This includes
using paraphrasing as well as direct quotations. You are expected to correctly cite and reference the works of
others. The Centre for Academic Writing provides documents to help you get this right. If you are unsure,
please visit www.coventry.ac.uk/caw. You can also check your understanding of academic conduct by
completing the Good Academic Practice quiz available on Moodle.

Self-plagiarism or reuse of work previously submitted

You must not submit work for assessment that you have already submitted (partially or in full), either for your
current course or for another qualification of this and any other university, unless this is specifically provided
for in your assignment brief or specific course or module information. Where earlier work by you is citable, ie.
it has already been published/submitted, you must reference it clearly. Identical pieces of work submitted
concurrently will also be considered to be self-plagiarism. Self-plagiarism is unacceptable because you cannot
gain credit for the same work twice.

Moodle includes a plagiarism detection system and assessors are experienced enough to recognise plagiarism
when it occurs. Copying another student’s work, using previous work of your own or copying large sections
from a book or the internet are examples of plagiarism and carry serious consequences. Please familiarise
yourself with the CU Harvard Reference Style (on Moodle) and use it correctly to avoid a case of plagiarism or
cheating being brought. Again, if you are unsure, please contact the Centre for Academic Writing, your
Academic Personal Tutor or a member of the course team.

Return of Marked Work

You can expect to have marked work returned to you 15 working days after submission. If for any reason there
is a delay you will be kept informed. Marks and feedback will be provided online. As always, marks will have
been internally moderated only, and will therefore be provisional; your mark will be formally agreed later in
the year once the external examiner has completed his / her review.

Assignment Brief Template

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