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
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