BIRMINGHAM CITY BUSINESS SCHOOL
UNDERGRADUATE/ POSTGRADUATE DEGREES
COURSEWORK FRONT SHEET
MODULE TITLE
Creative Industries Marketing 2017-18 RESIT
MODULE CODE: MKT6014
ISSUE DATE: 25/09/17
HAND IN DATE: Part one: e-submission 25/07/2018
Part two: Presentations and exhibitions w/c 30/07/2018
HAND BACK DATE: August 2018
| Learning outcomes and pass attainment level for this assignment:
Learning outcomes: On successful completion of this module students will be able to: 1. Apply current research into creative industries and SMEs, to analyse a creative industries scenario.2. Devise and present a marketing strategy for a given case study within the creative industries3. Discuss the creative industries sectors and the specific marketing issues they face.Students need an overall mark of 40% in order to pass. Under the Standard University Assessment Regulations (SUAR5) students have two opportunities to be assessed and to pass this module. If a student has not achieved a pass in this module after the resit in July 2018, no further opportunities are available and the student will be withdrawn from the course. |
Creative Industries Marketing Assessment
The assessment for this module is centred on a creative person, company or event of your choice. The client you select should exist and ideally you will contact and meet your client. For the benefit of this module you need to consider yourself a marketer with specific expertise in the creative industries. You are encouraged to, as much as possible, work within a real –life scenario. For example, you might choose to work with a real company, artist, designer or draw upon your own unique talent or creative idea.
The assessment is broken down into two stages as outlined below and overleaf.
Creative Industries Marketing Assessment
Part 1: Written work 30%
You are required to respond to the following three questions, each of which is limited to 500 word answers.
- In what way do the creative industries benefit the country? (10 marks)
- Is marketing for the creative industries any different to marketing for any other industry? discuss (10 marks)
- Based on your chosen client from the creative industries; discuss what you understand to be the marketing environment that they encounter discuss the threats and opportunities associated with their sub-sector, from a marketing perspective. (10 marks)
(This piece of work should be carefully referenced, using Harvard referencing, to evidence wider reading and research into the sector from academic journals – you should not reference lectures)
Part 2: Creative Industries business marketing pitch and exhibition presentation 70%
The assessment for this module is centred on a creative person, company or event of your choice. This can be the same client as you used in your first attempt but the expectation is that you will have developed your work based on the feedback given then. The client you select should exist and ideally you will make contact with and meet your client. For the benefit of this module you need to consider yourself a marketer with specific expertise in the creative industries. You are encouraged to, as much as possible, work with in a real –life scenario. For example you might choose to work with a real company, artist, designer or draw upon your own unique talent or creative idea.
The idea of the second part of the assessment is to develop a marketing idea, plan and marketing materials for your creative industries client. This will be a real world client and you will collaborate to create the marketing plan appropriate for the client. You might want to work with a recent arts graduate to develop their own personal marketing strategy; you might know a budding singer or web designer who could use some marketing expertise. You will need to agree through tutorials with the lecturer who your client will be.
You are asked to create an exhibition (of your marketing artefacts and visualisations of your ideas and plans) and up to 10 minute pitch presentation of your work*. An exhibition space in a classroom will be provided for the exhibition and the pitch presentations will take place the week beginning the 30th July 2018. You will show all creative work produced on behalf of your client. This is likely to include but is not limited to the following artefacts: mock ups of Adverts, posters, social media campaigns, events, videos, story boards for adverts/videos. The presentation should last up to 10 minutes and include an introduction to ‘who the client is? What are their marketing issues? What marketing objectives have been identified? What recommendations and campaign ideas you have come up with to help reach those marketing objectives.
*Overseas students who have gone home can video their presentations and email them to the tutor. If files are too big they will require compressing.
MKT6014 Creative Industries Marketing Assessment One Marking Criteria. Student name/Number:
| 1st 70+ | 2:1 60-69 | 2:2 50-59 | 3RD 40-49 | 39> FAIL | |
| 1st 70+ | 2:1 60-69 | 2:2 50-59 | 3RD 40-49 | 39> FAIL | |
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In what way do the creative industries benefit the country? (10 marks) |
You have provided a clear and thought provoking discussion. Offering detailed insight to the factors contributing to the economic and social importance of the sector. Very good referencing and rigorous justification. | You have provided a clear discussion. Offering detailed insight to the factors contributing to the economic and social importance of the sector .Good referencing and justification. | You have provided some discussion and insight to the factors contributing to the economic and social importance of the sector .An attempt to reference. | A weak response. Lack of clarity little evidence of reading. Some insight to the issues associated with the sector. Referencing weak or missing and some justification for chosen definition. | A weak and limited response. No evidence of reading little insight offered. Referencing missing and poor justification. |
| Is marketing for the creative industries and different to marketing for any other industry? discuss (10 marks (10 marks)
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A very well researched answer, evidencing clear understanding of unique aspects of the sector as well as where they are in-line with others. A strong and convincing argument made. Very well referenced. | A well-researched answer, evidencing understanding of where the sector is both unique and similar to others (from a marketing perspective). Well referenced. | A reasonably well-researched answer, evidencing some understanding of the uniqueness of the sector. An attempt to reference. | A weakly researched answer, evidencing some understanding. A weak or limited attempt to reference. | A very weak response evidencing little or no understanding of the question set. Limited or no attempt to reference. |
| Based on your chosen client from the creative industries; discuss what you understand to be the marketing environment (10 marks) | Exceptional insight offered to chosen sub-sector. Answer provides very good insight to the environment that the sector faces. In terms of challenges and opportunities. | Very good insight offered to chosen sub-sector. Answer provides good insight to the environment that the sector faces. In terms of challenges and opportunities | Good insight offered to chosen sub-sector. Answer provides some insight to the environment that the sector faces. In terms of challenges and opportunities | Somewhat weak insight offered to chosen sub-sector. Answer provides some insight to the environment that the sector faces. In terms of challenges and opportunities | Very weak insight offered to chosen sub-sector. Answer provides little or no insight to the environment that the sector faces. In terms of challenges and opportunities |
MKT6014 Creative Industries Marketing Assessment two Marking Criteria. Student name/Number:
| Creative Industries Marketing marking criteria | Possible mark | Comment | Actual mark |
| Idea generation & innovation. Is the overall creative idea strong, engaging and easy to understand? Has the student set SMART objectives; Is it a continuous innovation, Product or Market development innovation, major innovation or technological innovation? | 20 | ||
| Communication and execution Is the central creative idea for the strategy communicated well through the chosen media? Have they developed well considered objectives to frame the strategy? Is there clarity & justification of rationale | 30 | ||
| Business & Marketing Feasibility Has the student considered the feasibility of the project they are endorsing? Is it practical, manageable and affordable? This needs to be considered in the context of who their client is. Has the concept been tested or test marketed? Has financial planning & competition response analysis been considered? | 10 | ||
| Commercialisation & client relations Is there evidence that the student has either developed good relations with the client and/or evidenced good understanding of the issues faced by the client (if a case study).Has marketing planning and Marketing communications strategies been considered? | 10 | ||
| Creativity of content are any visuals, ‘creatives’ or media content produced of a professional standard? Do they communicate the ideas effectively | 15 | ||
| Understanding of the specific creative sub-sector Is there evidence that the student has good insight into the sector and issues facing it and any specific marketing issues associated with that sector. Has monitoring, forecasting & evaluation process been considered? | 15 | ||
| General comments
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| Assessor signature | Date | Mark: | ||||||||
| 1st 70+ | 2:1 60-69 | 2:2 50-59 | 3RD 40-49 | 39> FAIL | ||||||
| Idea generation & innovation. | 20 | Excellent ideas, a creative response firmly grounded within the case study choice with clear feasibility. SMART objectives well considered. | Good ideas, grounded within the case study choice with clear feasibility. SMART objectives considered. | Some nice ideas, but lacked clear feasibility or are not suitable for the client. Potentially unambitious or too ambitious. SMART objectives considered. | Weak ideas that lack clear feasibility or are not suitable for the client. Potentially unambitious or too ambitious. SMART objectives not considered. | Weak approach no real ideas, lack of clear feasibility and understanding of the sector and client or are not suitable for the client. SMART objectives not considered. | ||||
| Communication and execution | 30 | Fantastically well communicated both verbally and visually. A strong central idea governing strategy in-line with objectives set. A strong rationale provided. Inspires confidence. | Well-communicated both verbally and visually. A good central idea governing strategy in-line with objectives set, rationale provided. Seems feasible. | Reasonably well- communicated both verbally and visually. A central idea governing strategy in-line with objectives set has been considered, rationale provided. Questionable feasibility. | Weakly communicated both verbally and visually. Lack of central idea governing strategy, rationale limited. Questionable feasibility. | Poorly communicated both verbally and visually. Lack of central idea governing strategy, rationale limited or non-existent. Does not inspire confidence. | ||||
| Business & Marketing Feasibility | 10 | A strong set of recommendations made within the context of the client. Underpinned by detailed understanding of the client’s environment and resources. Evaluation well considered. | A good set of recommendations made within the context of the client. Underpinned by understanding of the client’s environment and resources. Evaluation considered. | Recommendations are made within the context of the client. Underpinned by some understanding of the clients environment and resources. Evaluation touched upon. | Weak recommendations made within little context of the client considered. Based on a lack of insight to the client’s environment and resources. Evaluation not really considered in any depth. | Very poor, weak recommendations made within little or no context of the client considered. A lack of insight to the client’s environment and resources. Evaluation not considered. | ||||
| Commercialisation & client relations | 10 | Evidence of excellent insight and understanding of the client. Marketing communications strategy developed and in line with client based on fantastic client relations and insight. | Evidence of good insight and understanding of the client. Marketing communications strategy considered and in line with client based on good client relations and insight. | Evidence of some insight and understanding of the client. Marketing communications strategy considered and in line with client based on some client relations and insight. | Evidence of some limited insight and understanding of the client. Marketing communications strategy considered and but not in line with client and based on poor client relations and insight. | No evidence of any real insight and understanding of the client. Marketing communications strategy not considered and weak based on poor client relations and insight. |
| Creativity of content are any visuals | 15 | A highly professional set of artefacts that aide communication of the core ideas. Impressive, thought-provoking and inspires confidence. | A good set of artefacts that aide communication of the core ideas. Impressive, thought-provoking and inspires some confidence. | A reasonable set of artefacts that aide communication of the core ideas. Could have gone further. Lack of professionalism or are rushed or ill-thought through. | A weak set of artefacts that do little to aide communication of the core ideas. Could have gone further. Lack professionalism or are rushed or ill-thought through. | A weak or very limited set of artefacts that do not aide communication of the core ideas. Could have gone a lot further. Complete lack professionalism, rushed or ill-thought through. |
| Understanding of the specific creative sub-sector | 15 | Very good evidence of deep understanding into the specific sub-sector you’re working with. Evidence of research. With specific focus and insight offered to the unique marketing environment. | Good evidence of understanding into the specific sub-sector you’re working with. Evidence of research. With some focus and insight offered to the unique marketing environment. | Evidence of understanding into the specific sub-sector you’re working with. Evidence of some research. With some focus and insight offered to the unique marketing environment. | Limited evidence of understanding into the specific sub-sector you’re working with. Evidence of some research. Limited focus and insight offered to the unique marketing environment. | Weak understanding into the specific sub-sector you’re working with. No of research. Limited/weak focus and insight offered. |