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Strategic Sport and Event Marketing
This assignment is designed to assess learning outcomes:
3. Critically discuss the implementation and control of the strategic marketing process for sport and events.
TASK
You are a marketing consultant who has been asked to produce a marketing report on the effectiveness of current service quality management at a given venue.
Choose ONE VENUE from one the following service sectors
Sector choices:
Tourism
Sport
Events
Hospitality
Your VENUE should have the following characteristics
Relative Fixed Capacity
Fluctuating Levels of Demand
Your report should contain 3 distinct sections
SERVICE BLUEPRINTING
RELATIONSHIP MARKETING
REVENUE MANAGEMENT
Use relevant academic theories and frameworks when addressing all of the sections
1. Prepare detailed service blueprints for your chosen venue to reflect the different levels of customisation of your customers/consumers - with supporting discussion that addresses the following questions.
•What are the service processes and the tangible cues, considering the “line of visibility”?
•Identify the critical incidents or ‘moments of truth’ throughout the process
• Where are the potential service failure points located, how could they be designed out of the process, and what service recovery procedures could be introduced for dealing with service failures for your chosen venue?
• Using the SERVQUAL framework, critically examine the level of service quality in your chosen organisation and identify where ‘Gaps’ are likely to occur and how these ‘Gaps’ can be closed.
(35 marks)
2. .Explain the importance of relationship marketing for services, and evaluate to what extent are relationship marketing approaches used by your chosen VENUE for customer retention.
(25 marks)
3. Revenue (Yield) Management theories and strategies can help a venue increase revenue and maximize profits. How can your chosen venue use such strategies and explain the pros and cons of doing so.
(25 marks)
Summation of Report (including recommendations) and Professional Presentation of the report will account for the final 15 marks.
