Demonstrate integration of approach, creativity of approach, choices appropriate and linked to analysis

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Marking Scheme for Assignment:
Review, Audit, Analysis and Evaluation 80%
Recommendations 20%
• Students should aim to write a maximum of 4,000 words(excluding appendices)
Marking Scheme:
Marking Scheme
80% Review and Analysis(Audit)
Show Evidence of Situation Analysis:
• Evidence of sectoral research – contemporary trends and developments (SWOT, PEST, Stakeholder, Competitor Analysis etc)
• Analysis of issues raised for the organisation from your analysis
• Understanding of the organisational objectives, mission, key messages, its market segmentation, its pricing,
product development, positioning, role of branding, its audiences
Provide a clear theoretical basis for analysis and review using appropriate planning/business and marketing and PR analysis models as you see appropriate for your chosen organisation. Not every analysis tool may be relevant – so choose wisely and use your own judgement as would an arts marketing consultant.
20% Recommendations (your ideas – be creative and original)
• Provide arts marketing recommendations to the organisation based on your research.
• Demonstrate appropriateness of recommendations suggested for chosen arts organisation (or campaign)
• Show relevance and appropriateness of communications strategies or tactics recommended and why.
• Demonstrate integration of approach, creativity of approach, choices appropriate and linked to analysis and review, clear theoretical basis for proposals, clear time-scales, budgets and evaluation.
Notes:
• Students should ensure all sources are appropriately attributed and referenced.
The Assessment Brief:
Select an arts organisation of your choice. This can be chosen from any arts sector such as the Visual Arts, Music, Film, Museums, Heritage, Theatre, Opera, Dance, Literature etc and from any country.
• Critically evaluate(audit) the effectiveness of their overall marketing strategy (and/or a particular marketing campaign). Describe their arts marketing activity for the previous year (look back) and evaluate the effectiveness of their marketing strategy in practice. You are then required to make recommendations on how their arts marketing activity should be developed over the next twelve month period(look forward).
• Thisshouldincludeconsiderationandapplicationofrelevantmarketingand communications analysis and theory such as: situation analysis(SWOT/PESTEL/Stakeholders/Competitor analysis), segmentation, buyer/consumer behaviour, positioning, role of branding, evaluation, research and integration etc.
( LOOK AT ASSESSMENT BRIEF AND EXAMPLES)

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