BACHELOR’S DEGREE ASSIGNMENT SPECIFICATION Student name: Student P number: Programme: BA Business Portfolio Module: Marketing Essentials Module Level (4, 5, 6): 4 Module code: M1X9046 Contribution to Overall Module Assessment (%): 50% Lecturer: Lucy Gri Custom Essay

BACHELOR’S DEGREE ASSIGNMENT SPECIFICATION Student name: Student P number: Programme: BA Business Portfolio Module: Marketing Essentials Module Level (4, 5, 6): 4 Module code:

M1X9046 Contribution to Overall Module Assessment (%): 50% Lecturer: Lucy Griffiths Internal Verifier: Huw Thomas Assignment Title: GROUP PRESENTATION: Attracting a New Market Segment to

‘Bike Park Wales’ Assignment No (x of x): 2 of 2 Hand Out Date: January 2014 Submission deadline: 21 April – 9 May Referencing: In the main body of your submission you must give credit to authors on

whose research your work is based. Append to your submission a reference list that indicates the books, articles, etc. that you have read or quoted in order to complete this assignment (e.g. for books:

surname of author and initials, year of publication, title of book, edition, publisher: place of publication). Disclosure: I declare that this assignment is all my own work and that I have acknowledged all materials

used from the published or unpublished works of other people. All references have been duly cited. Student’s Signature: Assignments will not be accepted without a signature here Date: Turnitin: Lecturer to tick

to indicate if an electronic version of the assignment must be submitted to Turnitin. Note: the Turnitin version is the primary submission and acts as a receipt for the student. Both electronic and paper versions

MUST be submitted by the same deadline. No marks will be released until both submissions are received. Late submission of either the electronic or paper version will result in a late penalty mark. Penalties

for late submission: Up to one week late, maximum mark of 40%. Over one week late, Refer. Only Year Tutors and the Programme Director may grant an extension. YES NO ü Learning Outcomes tested

(from module syllabus) Assessment Criteria To achieve each outcome a student must demonstrate the ability to: Understand the processes and stages of marketing plans including the role of the marketing

environment, marketing research and the marketing mix. Produce a marketing environmental analysis Understand the need for segmentation, targeting and positioning. Develop a separate marketing mix for a

segment. Please submit the assignment parts in a suitable report folder- not in polypockets. This form (ALL PAGES) MUST be at the front of the paper submission. Assignments will not be accepted without

this form as it is a requirement that you sign the disclosure regarding referencing convention. DO NOT put this form into Turnitin or it will match many similarities with other students’ submissions. TASK

DESCRIPTION Wales is world-renowned for having some of the best mountain biking terrain in the world. There are already a number of high profile centres for mountain biking in the country, and in August

2013 these were joined by ‘Bike Park Wales’ (www.bikeparkwales.com ) – a purpose built hub for mountain-biking in Gethin Woods, Merthyr Tydfil. The centre has been developed as part of the ‘Cognation’

project (www.cognation.co.uk) which brings together a range of partner organisations to develop mountain biking facilities in Wales. As the Bike Park Wales web site reports: "BikePark Wales was born

from a passion to create the best mountain bike facility in the UK, the UK’s first full scale bike park to rival the best in the World. The BikePark Wales team have slaved day and night for 5 years to create this

incredible facility. BikePark Wales is built for riders, by riders. Whether you are completely new to mountain biking or a seasoned downhill pro, BikePark Wales will offer you an incredible biking experience

unlike anything you have experienced in the UK before. The concept is simple, picture a ski resort, remove the snow and replace the pistes with an array of sweeping flowy bike trails meandering to the bottom

of the mountain and you are close. Add a bunch of adrenalin and big sprinkle of fun and you are pretty much there. BikePark Wales is an exhilarating way to spend your day in the Welsh mountains."

Source: BikePark Wales (2013) According to the Wales Outdoor Recreation Survey 2011 (Countryside Council for Wales, 2011), 20% of respondents had taken part in off-road cycling or mountain biking

within the last 12 months, up from 16% in the 2008 survey. Mountain biking centres attract a range of different visitor demographics, but many of these are already involved in the sport, and Bike Park Wales is

keen to ensure that they reach the widest possible range of potential visitors. The senior management team at Bike Park Wales are keen to create marketing campaigns to encourage visitors from a wider range

of market segments and/or to encourage more repeat visits from those based in the local area. They have commissioned your team of between 5 and 7 students to produce a market analysis and outline

marketing plan for one target segment of your choice. They have asked your team to present your plan to them in a 15 minute presentation on a date to be specified in late April/early May 2014. Your team

should therefore produce the following: Part 1: Context/Situation analysis Conduct a context/situation analysis, taking into account macro and micro environmental factors which may affect this organisation.

Use primary and/or secondary research to support your findings. Summarise your findings in a SWOT analysis. Part 2: Segmentation, targeting and the marketing mix Describe how the market could be

segmented, and choose one segment to target, justifying your decision. Propose a marketing mix for your chosen target segment Marks will be awarded according to the marking scheme below and will include

marks for presentation skills, quality of visual material and supporting handout/report. Format Group, oral presentation using PowerPoint or other suitable software/visual aids. A hard copy of the presentation

(i.e. a legible print-out of the slides) and/or a supporting handout, report, or other appropriate documentation must also be submitted. Groups and group evaluation Groups will be agreed during your tutorial

sessions and should consist of between five and seven members. Groups will also be required to submit an evaluation of the group’s performance. Assessment All students will be individually graded based on

their own performance as part of the group as evidenced in the presentation, supporting material and group evaluation. Length 15 minute presentation using suitable software/visual aids (e.g. PowerPoint, Prezi,

Keynote) with a maximum of 10 slides (plus a front cover slide and references slide), followed by 5 minutes of audience questions. References Bike Park Wales (2013), Information – About Us (online).

Available at: http://www.bikeparkwales.com/about-us [Date Accessed: 28th August 2013]. Countryside Council for Wales (2011), Wales Outdoor Recreation Survey 2011 (online). Available at:

http://www.ccgc.gov.uk/enjoying-the-country/idoc.ashx?docid=221bf151-3d53-4b65-9d75-4e766089cdb6&version=-1 [Date Accessed: 28th August 2013]. GUIDANCE FOR STUDENTS IN THE

COMPLETION OF TASKS NOTE: The guidance offered below is linked to the five common assessment criteria overleaf. Research-informed Literature Your work must be informed and supported by

scholarly material that is relevant to and focused on the task(s) set. You should provide evidence that you have accessed a wide range of sources, which may be academic, governmental and industrial; these

sources may include academic journal articles, textbooks, current news articles, organisational documents, and websites. You should consider the credibility of your sources; academic journals are normally

highly credible sources while websites require careful consideration/selection and should be used sparingly. Any sources you use should be current and up-to-date, mostly published within the last five years or

so, though seminal/important works in the field may be older. You must provide evidence of your research/own reading throughout your work, using in-text citations in the main body of your work and a

reference list that is alphabetical at the end of your work. Please use the Harvard referencing system. Specific to this assignment: (20 marks available) To gain marks in this section your presentation should

demonstrate that you have done extensive research on the organisational context (e.g. sports and recreation and visitor attractions and the tourism sector in Wales and beyond), and that you have also use

academic theories and models as a framework for your research and analysis. Use the textbooks, journals and web sites listed in the reading list for this module to find appropriate models and theories, and

ensure that all sources are referenced IN HARVARD STYLE on a reference slide at the end of your presentation and/or in your supporting handout/report. Knowledge and Understanding of Subject Your

work must demonstrate the growing extent of your knowledge and understanding of concepts and underlying principles associated with the subject area. Knowledge relates to the facts, information and skills

you have acquired through your learning. You demonstrate your understanding by interpreting the meaning of the facts and information (knowledge). This means that you need to select and include in your work

the concepts, techniques, models, theories, etc. appropriate to the task(s) set. You should be able to explain the theories, concepts, etc. meaningfully to show your understanding. Your mark/grade will also

depend upon the extent to which you demonstrate your knowledge and understanding; ideally each should be complete and detailed, with comprehensive coverage. Specific to this assignment: (20 marks

available) To gain marks in this section you need to demonstrate that you have understood the marketing concepts, tools and techniques covered in the course and are able to apply them to the business context

provided. This includes the basic process of producing a marketing plan covered in the course content. Analysis Your work must contain evidence of logical, analytical thinking, evaluation and synthesis. For

example, to examine and break information down into parts, make inferences, compile, compare and contrast information. This means not just describing What! but also justifying: Why? How? When? Who?

Where? At all times, you must provide justification for your arguments and judgements. Evidence that you have reflected upon the ideas of others within the subject area is crucial to you providing a reasoned

and informed debate within your work. Furthermore, you should provide evidence that you are able to make sound judgements and convincing arguments using data and concepts. Sound, valid conclusions are

necessary and must be derived from the content of your work. There should be no new information presented within your conclusion. Where relevant, alternative solutions and recommendations may be

proposed. Specific to this assignment: (20 marks available) To gain marks in this section your team should show that you are able to analyse the data gathered in your research, interpret it and make

appropriate judgements based on the problem set out in the case study. Practical Application and Deployment You should be able to demonstrate how the subject-related concepts and ideas relate to real

world situations or a particular context. How do they work in practice? You will deploy models, methods, techniques, and/or theories, in that context, to assess current situations, perhaps to formulate plans or

solutions to solve problems, some of which may be innovative and creative. This is likely to involve, for instance, the use of real world examples and cases, the application of a model within an organisation

and/or benchmarking one organisation against others based on stated criteria. You should show awareness of the limitations of concepts and theories when applied in particular contexts. Specific to this

assignment: (20 marks available) To gain marks in this section you should show that you are able to make creative but practical recommendations for how the organisation could target your chosen segment and

give sound advice on how to achieve the objectives set using the elements of the marketing mix. Skills for Professional Practice Your work must provide evidence of the attributes expected in professional

practice. This includes demonstrating your individual initiative and/or collaborative working. You must communicate effectively in a suitable format, which may be written and/or oral, for example, essay,

management report, presentation. Work should be coherent and well-structured in presentation and organisation. Specific to this assignment: (20 marks available) To gain marks in this section you will need to

demonstrate strong presentation skills, good teamworking, the ability to produce material of a professional standard and the ability to behave in a professional manner throughout the process. Standards of

language, professional appearance, communication skills, punctuality and courtesy will all be taken into consideration. Essential Resources: Online resources from: Bike Park Wales, Cognation, Natural

Resources Wales (now incorporating the Forestry Commission and the Countryside Council for Wales), Visit Wales, Welsh Government statistics. Resources listed on the lecture schedule and on Moodle The

student handbook The Swansea Met website at http://www.smu.ac.uk/academicskills/