Cultural and Heritage Marketing Assignment Brief

Develop a Marketing Plan/ Event Plan for a cultural, arts or heritage for the Assignment 1 organisation.
This plan should be structured as follows:

SECTION 1 – Background & Objective (10%) – a brief overview of the organisation and your marketing objective(s)

SECTION 2 – The Proposal – Marketing Mix INCLUDE
Implementation & Scheduling (80%) – How you will meet the objective (s) using the 7 Ps and an indication of timescales and who/ how this will be implemented.

SECTION 3 – Resourcing i.e., budget (5%) – An indication of the resources required to complete Section 2

SECTION 4 – Control i.e., measurement (5%) – A review of how you will measure success
A maximum of ten (10) A4 pages and 2000 words is allowed for this assignment.

This should give:
1. A brief overview of the organisation.
2. State your clear marketing objective (s)
a. NB Your objective (s) may draw on assignment 1 but because of feedback may have a different objective
3. You should use the same organisation identified in assignment 1, unless feedback has indicated otherwise

SECTION 2 – The proposal – Marketing Mix (7Ps) INCLUDE
Implementation & Scheduling (80%)
This section should address how you intend using the Marketing Mix to support your objective(s). It gives you the opportunity to be creative in how you present your proposals.

The content should:
1. Demonstrate applied knowledge and understanding of arts; cultural and/ or heritage marketing.
2. Provide limited rationale for your P choices ie academic sources; models; quotes ETC
3. You must address ALL 7 Ps in the plan, we would expect 1 page minimum for each BUT
4. Given the word / page restrictions you may wish to focus on some of the 7 P elements in more detail. If so make sure you inform the reader of this and why? BUT
5. This is NOT a marketing communications plan (communications IE the promotion P is only ONE element of the plan)
Implementation & Scheduling this should consider how you will implement and schedule the activities identified in the mix.
a) Clearly identify who is responsible for actions. How will you manage the plan? Who will manage the process? Will this be internal /external?
b) Think about the timescales involved; What activities are dependent on others; Illustrate any key dates, events; What do you have to plan for pre, during and post the plan/ event?
c) For the schedule – A table or excel is a good way of showing this BUT will needs some words to explain certain points you think are important.

SECTION 3 – Budget / Resourcing (5%)
Resourcing (Costings) –
a) Remember some organisations may have tiny budgets available.
b) Resources can include not only available money but people and other assets such as buildings.
c) Use the Internet and follow up the case studies for costing data.
d) For each of your P. recommendations what are the costs involved

SECTION 4 – Control (5%)
a) How will you measure the success of the plan?
b) What measurement tools will be in place?

FORMATTING
1. Word count restrictions 2000 (+ or – 10%) AND suggested Pages
Section 1 – Approx. 200 words/ 1 page
Section 2 – Approx. 1600 words / 8 pages
Section 3 – Approx. 100 words/ 1/2 page
Section 4 – Approx. 100 words/ 1/2 page
Words within mockups, figures, diagrams, tables etc in sections 1-4 will not be included in the word count.
2. Spacing & Font size –
a. Spacing 1.5 in body and 1 in tables etc.
b. Font 12 in body and 10 in tables etc
3. Diagrams etc. – You may use mockups, figures and diagrams to support sections.
4. Pages – You are allowed 10 (ten) – A4 pages maximum for the assignment.
a. An additional front page is allowed but must not be part of the
assignment plan details – this can be used for the content details
b. Appendices – are included in these 10(ten) pages. Words used in any
appendices count in the 2000 words
c. Reference list/ bibliography – page(s) and words are not included in
the page / word count (see above)
5. Referencing – Use Harvard at Newcastle referencing

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