UNIVERSITY OF VISION STRATEGY OPPORTUNITY WESTMINSTER WESTMINSTER BUSINESS SCHOOL SCHOOL OF MANAGEMENT AND MARKETING Module Title: Sports Marketing Module Code: 5MARK010W Assessment title: Portfolio – Brent Bulls Marketing and Communication Plans Assessment weighting: 75% Semester 2, 2023/2024 Assessment Brief The Assessment Learning outcomes assessed: LO1 Evaluate the forces at work in the external and internal environments in relation to the sports industry. LO2 Assess factors effecting buyer behaviour in sport. LO3 Evaluate approaches to segmentation, targeting and product positioning in the sports sector. LO4 Develop and evaluate marketing strategies, implementation techniques and performance. 2,000 word Marketing Plan and 1,000 word Communications Plan for Brent Bulls. You are marketing consultant who has been employed by The Brent Bulls – a basketball side that plays in the National League Division Three. The team were formed in 2020 with a vision ...to build a basketball club the Borough of Brent can be proud of – providing opportunity, inclusivity, relationships, connectivity and building the sport through all age groups and genders from grassroots, juniors to seniors' - Your first task is to develop a plan that will raise the profile of the Brent Bulls to its key stakeholders, such as players, fans, sponsors and suppliers (this will be for Part One (The Marketing Plan). Your second task is to write a creative communications plan to support the marketing plan. Some key things to remember are that business objectives should always be SMART (Specific, Measurable, Achievable, Realistic and Timely). The plan should therefore be one that The Brent Bulls can deliver (they are a community sports club, not a big corporation) and it must be something that consumers would perceive to be consistent with (and add value to) The Brent Bulls brand promise (so, for instance neither cakes nor high fashion!). You should pay careful attention to how much the ideas you present in the plan will help the club to improve its performance. The Brent Bulls has found ways to grow and develop and your marketing plan should point the club's management towards a solution that could help expand and consolidate their growth. This is an individual assessment. A reference list must be displayed at the end of your portfolio. Please follow University of Westminster guide to referencing here: https://www.citethemrightonline.com/category- list?docid=CTRHarvard. You will have to login via institution and use your university login to access the guide. Page | 2 Part 1: Marketing Plan The brief is to create a 12-month marketing plan for The Brent Bulls. The plan deliverables should include: Market and Business Analysis: An analysis of the Micro and Macro Environment (you will need to estimate the size and growth of the brand's market, identify and describe the company's competitors, and discuss the major external opportunities and threats to the company and the internal strengths and weaknesses). Marketing Objectives: An outline of the goals you have set for the brand in order to achieve their overall business objectives. (Based on the findings from the internal and external audit of the brand, identify plans to leverage the club's business growth. The objectives can be leveraged from strengths and opportunities or to minimise weaknesses and threats identified in the market analysis). Proposed target market(s) and positioning: You should describe and justify your proposed target market(s) and the positioning you aim for. You will need to build a detailed target market profile, and a positioning map that captures your proposed positioning against key competitors. (Remember it will not only be other basketball clubs that you are competing against. There will be other sports and recreations that you will also be in competition with.) The proposed marketing mix: Based on your secondary (and primary, if available) market research insights, and bearing in mind your marketing objectives, provide appropriate policy recommendations for the marketing mix elements: • Product Place (Distribution strategy) Pricing Promotion Remember that a service includes three additional marketing mix elements: • People • Process Physical Environment Conclusions: Offer a conclusion; a succinct summary of the key issues, the objectives, the plan Page | | 3 and the justifications. Discuss, briefly, any significant risks associated with your marketing plan, and highlight contingency plans. Reflect on resources requirements and constraints that would need to be considered to realistically implement your proposed plan. Part 2: Communication Plan As part of the launch, the Brent Bulls have secured an investment of £15,000 for their marketing communications. The money must be carefully spent! Although it is likely that most of the money will be invested in digital media (Facebook / Instagram/Tik-Tok etc.) and low-level communications - what could these be? Sales Promotions? Free tickets? Discounts to club members - The Brent Bulls are expecting that you will come up with some creative and innovative solutions to drive engagement with the community. Based on your first part of the assignment, you should identify the following: - - Introduction The communication objectives The proposed communication mix Measurement and control Conclusions Remember that to achieve the communications objectives the club must be SMART! This means that they must be: Specific: This needs to be well defined, clear and unambiguous. (For example, Who is involved in this goal? What do I want to accomplish? Where is this goal to be achieved? When do I want to achieve this goal? Why do I want to achieve this goal? Measurable: A SMART goal must have criteria for measuring progress. (How many/much? How do I know if I have reached my goal? Achievable: This will help you figure out ways you can realize that goal and work towards it. The achievability of the goal should be stretched to make you feel challenged, but defined well enough that you can actually achieve it. Ask yourself: Do I have the resources and capabilities to achieve the goal? Realistic: Can the goal can be realistically achieved given the available resources and time. A SMART goal is likely realistic if you believe that it can be accomplished. Ask yourself: Is the goal realistic and within reach? Is the goal reachable, given the time and resources? Are you able to commit to achieving the goal? Page | 4 Timely: Does it have a start and finish date. If the goal is not time-constrained, there will be no sense of urgency and, therefore, less motivation to achieve the goal. Ask yourself: Does my goal have a deadline? By when do you want to achieve your goal? Assessment criteria The assessment criteria and weightings show you what is important in the assessment and how marks are shared across each criterion. When you are completing your assessment remember you need to fulfil the brief and the assessment criteria below. At the end of this document, we have provided you a more detailed marking grid, which describes both the expectation for each criterion and how marks would be awarded based upon performance. Weightin Criterion Quality of Marketing Plan Research & information in Marketing Plan Analysis & understanding in Marketing Plan g 20% 20% 20% Conclusions in Marketing Plan 10% Quality of Communications Plan 10% Quality of SMART objectives in Communication Plan 10% Creativity and effectiveness of the proposal Communication Plan 10% The University has arrangements for marking, internal moderation and external scrutiny. Further information can be found in Section 12 of the Handbook of Academic Regulations, westminster.ac.uk/study/current-students/resources/academic-regulations Anonymous marking This work is subject to anonymous marking. Therefore, it is important that you do not write your name anywhere in your submitted work. Referencing requirements for the assessment Statements, assertions and ideas made in coursework should be supported by citing relevant sources. Sources cited in the text should be listed at the end of the assignment in a reference list. Any material that you read but do not cite in the report should go into a separate bibliography. Unless explicitly stated otherwise by the module teaching team, all referencing Page 5

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UNIVERSITY OF VISION STRATEGY OPPORTUNITY WESTMINSTER WESTMINSTER BUSINESS SCHOOL SCHOOL OF MANAGEMENT AND MARKETING Module Title: Sports Marketing Module Code: 5MARK010W Assessment title: Portfolio – Brent Bulls Marketing and Communication Plans Assessment weighting: 75% Semester 2, 2023/2024 Assessment Brief The Ass