Format: Written Report
Any special requirements: All work should be submitted on the Student Portal.
Word Limit: 1500 words (+/- 10%)
Learning outcomes to be examined in this assessment
To successfully complete this assessment, students should be able to:
- Explain how special events are defined and classified.
- Explain the scope and impact of marketing and events within an organisation.
- Describe the marketing mix and explain its role in a marketing strategy.
- Apply basic event and marketing concepts (e.g.,planning, coordinating, staffing, marketing, segmentation, targeting and positioning (STP), risk management, evaluation, etc).
Percentage of marks awarded for module:
This assignment is worth 100% of the total marks for the module.
Task: Summative Assessment: 100% coursework. All learning outcomes will be covered. Notting Hill Carnival has been described as the largest street festival in Europe and takes place every August Bank Holiday weekend in the streets of London W11. The carnival is an amazing array of sounds, colourful sights and social solidarity. Various estimates put the crowd numbers at anything up to one million people over the two/three days which it runs (Carnival Review Group, 2004). Carnival started as a local festival set up by the West Indian community of the Notting Hill area and has now become a large international event attracting visitors from many parts of Britain
and the world. At the roots of Notting Hill Carnival were the Caribbean carnivals of the early 19th century, a particularly strong tradition in Trinidad, where the first carnival was held in 1833 to mark an end to slavery in the Caribbean.
Using the above case study answer the following questions (your answers will form the main body of your report).
- Explain how special events are defined and classified. Your definition should draw upon relevant core texts (LO1–200 words).
- Explain the scope and impact of marketing and events within the Notting Hill Carnival Trust as the organising body (LO2–200 words).
- (a) Explain the role the marketing mix (4P’s) play in developing an event marketing strategy and how is this applied in the case of the Notting Hill Carnival (LO3—300 words).
(b) Describe the main event and marketing concepts that the Notting Hill organisers should consider when developing a marketing plan:
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- Planning (target markets, positioning and competitive strategy)
- Control (monitoring and evaluation, risk management) (LO4—500 words)
An individual report which must be presented in a report format (1500 words)
It is important that your report is properly structured as shown below. Remember that this individual report accounts for 100% of your module assessment.
Your report should include references to the appropriate international event and marketing literature (textbooks, journals and websites). Care should be taken when consulting websites as they are not all equally authoritative (for example Wikipedia is not peer-reviewed; therefore is not considered an academic reference website). A minimum of 5 different academic references must be cited to achieve a pass, but a well-researched report is likely to cite many more.
You are advised to keep a backup copy of the report until you receive your grade and regularly back-up your work in the cloud (OneDrive, iCloud, Dropbox and Google Drive are good examples). A disk crash is not an acceptable reason for late submission.
Below is an indicative structure for your report:
Title Page
Table of Contents
A list of all the sections, headings, and sub-headings. Appendices and Figures should be provided as well as all page numbers as clearly as possible.
Introduction (approx. 150 words)
This should show that you have understood the brief and that you will cover everything required.
Findings and Analysis (approx. 1200 words)
- This is the substance of your report. The structure will vary depending on the material being presented. Headings and sub-headings should be used to indicate clearly the different sections.
- Charts, diagrams and tables can be used to reinforce your arguments, although it may be better to include the more complex ones as an appendix.
- See client brief on the next page for more information
Conclusion (approx. 150 words)
This provides an end to your report through a summary of the important points in your discussion. Remember not to include any new material here.
Reference List
The terms reference list and bibliography are sometimes used interchangeably, but here we define the terms as:
- Reference list – a list of cited sources, consulted readings, for example a list of textbook sources that you have studied while composing your report.
