Marketing Galactica Essay

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Learning Outcomes

1. Demonstrate an understanding of the issues involved in Marketing and Marketing Management
2. Apply the knowledge gained of basic concepts and theories underpinning work in this field.
3. Demonstrate an ability to critically analyse fundamental Marketing concepts and theories.
4. Demonstrate an understanding of marketing strategy, principles and methods of market research and the marketing mix as well as the social responsibilities of marketers.
5. Conform to academic conventions

This assignment is a research project.  You will visit Alton Towers and attend a 1hour presentation about their Marketing Galactica, on June 22nd 2016.

Before the visit:

Work in a group of 3 to plan and collect information for your report.

• Design and produce questionnaires to conduct research at Alton Towers.  Each group must interview 21 people.
• Carry out Secondary research about Alton Towers and Galactica. Prepare questions to ask the education guide at the presentation.

Task 1: (Individual work)

(300 words)

Create an annotated bibliography (see suggested layout below) of Baines,P. and Fill,C.,(2011) Marketing (ed. 3) Oxford University Press and 1 other source which you plan to use for your essay. (10 marks)

Task 2

Marketing Report 1,500 words (Individual work) (25 marks)

Critically assess the success of Marketing Galactica, through the different phases of market research, the tease, the hype, the reveal and engagement. You answer should be based on primary and secondary research. Your analysis should be based upon marketing principles and practices and referenced to appropriate texts.

You should include findings from your primary research using a variety of graphical presentation styles.

Use the information, theories and models that you found when completing task 1.

Task 3

Group Presentation:  Formally present your Marketing report.

15-minute presentation (15 marks)

All members of the group must take an active role in the presentation.  Use the best parts from all of your individual reports and add to these if necessary.

A suggested format for your annotated bibliography is:

{Report title goes here}

Reference 1

{Full reference for the book/article/website goes here – remember it should be in Harvard Style Referencing}

Summary: {What is it about? here you try to explain what the book/article is about. This will include an explanation of the main argument, central idea, findings or conclusion; the author’s purpose, aim or question. Examine what type of text it is – is it a general text book? Is the book/article about a specific topic? Do the authors claim to take a particular perspective (for example some say that they are writing from a critical perspective -tip: in a book it can be worthwhile reading the preface and the introduction as well as the chapter you are interested in)}

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Evaluation: {what do you think about it? Who do you think is the intended audience (students, practitioners, academics, anyone)? What, in your opinion, are the strengths and weaknesses of this text? How reliable do you think the text is?}

Reflection: {usefulness for the essay? Discuss the relevance of this text for your essay. How do you plan to use it in your essay? Highlight any special features in the text that were particularly helpful. How does this article compare with the other materials you have read? (What does it add extra? Does it challenge/contradict any of your other sources?)}

Mark Scheme for written report: marks available.  This is intended to act as a guide. It is NOT a model answer and does not include all areas that you may consider in your report.

Research plan 2 marks

A clear outline of the research techniques to be used with justification for choice.

Questionnaire design & delivery 2 marks

A well-structured questionnaire with a variety of question styles. The questions should be designed to elicit information which can be used to analyse the success of marketing activities for Galactica.

Polite and positive questioning at the theme park.  21 questionnaires to be completed.

Presentation and analysis of Primary Research 4 marks

A variety of graphs and tables should be used to present information.

Analysis of findings should be based upon recognized Marketing practices e.g. SWOT analysis; market segmentation

Explanation, analysis and evaluation of the 4 phases of marketing Galactica: 15 marks

This should be more than a description of each phase: it needs to demonstrate knowledge and understanding of the marketing techniques used.  Analysis should include consideration of how effective the marketing techniques have been based upon your research findings e.g.

• What kind of research did Alton Towers carry out in order to plan and design the ride?  Was this successful? (Visitor figures may guide your answer).
• How was the Marketing Mix used? E.g. How was the ride designed; which pricing strategies were used; where is Galactica within the park?
• Which segment of the market was targeted?  How did Alton Towers communicate with this group?  Were these promotional techniques effective?
• Analytical models e.g. Models such as the Product Life Cycle and Boston Matrix

Evaluation should give a direct answer the question set with justification based on findings discussed within the report.

Format:

Your report should include headings and sub-headings.  Graphs and diagrams may be included in appendices and should be fully labelled.

Quality of written work

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