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2023/24 ASSIGNMENT REMIT – ONLINE PORTFOLIO

ASSIGNMENT TASK:

Opportunities for the Leisure Market.

According to Mintel (2023), Britons are passionate about leisure activities and there is a good opportunity for leisure operators to offer a complete package – entertainment, food and drinks. Activities suited to socialising are more likely to appeal to leisure consumers. While traditional leisure activities such as visitor attractions remain popular post Covid-19 lockdowns, social entertainment gaming and immersive experiences have also gained popularity with participation increasing by 3 percentage points year-on-year. The reports states that people are increasingly interested in new and innovative forms of leisure activities and seek premium experiences with a sense of adventure but which are also affordable.

Mintel (2023). Leisure Outlook – UK- Autumn

You are a Marketing Consultant specialising in the Leisure sector. You are tasked with exploring and examining in depth the consumer behaviour for a leisure attraction or experience of your choice and justifying the introduction of more engaging experiences for it.

Critically assess the growing trends particularly for experiential offerings and factors influencing consumer choice and decision making in this area.

Finally, you are required to reflect upon your own performance in a persuasive pitch to investors for your chosen attraction justifying your recommendations.

Include both academic and industry related research.

TASK GUIDANCE:

Portfolio Assignment

The submission should follow the following format:

1. Part 1 – Introduction (Identification of leisure attraction and experience)

This requires a brief but clear introduction setting out the context of your work and how you intend to address the question. Explain the reasons for your choice of attraction /experience. Consider how the ‘Experience Economy’ has shaped this trend. The identification of the attraction and/or experience should be contextualised with an analysis of the target market.

Critically evaluate and apply 1 or more models of consumer behaviour that explain the purchase decision process. 1000

2. Part 2 - Sociological and Situational factors

What are the main sociological and situational factors that influence a consumer to choose this attraction and engage in this experience? In your analysis justify your choice of factors.

At least 2 factors need to be explored in detail justified with examples and applied to experiences of this nature. Within this consider the impact and role of social media and digital technology influencing the consumers’ choice and any emerging themes relating to todays’ wider environment.1500 words

3. Part 3 - Individual and Psychological factors

What are the main Individual and Psychological factors that influence a consumer to choose this attraction and engage in this experience? In your analysis justify your choice of factors.

At least 2 factors need to be explored in detail justified with examples and applied to experiences of this nature. Within this consider the impact and role of social media and digital technology influencing the consumers choice and any emerging themes relating to todays’ wider environment. 1500 words

4. Part 4 – Five-minute recorded presentation via Panopto Upload & Personal Reflection Statement

Deliver a 5-minute recorded presentation that justifies your recommendations using the most salient factors and theories to justify your arguments.

The aim of the presentation is to persuade leading figures in the industry to invest in your chosen attraction / experiential offering. Consider examples of successful attractions /experiential offerings and emerging trends along with the most salient factors and theories identified in parts 1 -3 to justify your arguments.

After you have viewed the recording, reflect upon and assess your own skills and competencies (Personal Reflection Statement section within the template). Assess to what extent you demonstrated negotiation and communication skills and how you would do things differently next time. 500 words

Please note: It is the reflection which will be assessed not the presentation. However, you are required to submit the recording as evidence of your presentation on which you will base your reflection.

Please use the ‘Portfolio Template’ available on Canvas

Your portfolio should also include the following appendices:

- Segmentation framework or Consumer Persona

- Panopto Recording of your pitch.

- Any additional pictures, charts, graphs or infographics that are relevant to your work.

- You may also want to include a customer journey map detailing potential touchpoints.

Each appendix must be numbered, named and referred to in the main body of the work.

● For additional guidance on this assignment, please access the assignment vodcast available on Canvas.

MARKING CRITERIA:

E-SUBMISSION GUIDANCE:

● This assignment will require you to submit your work by uploading a document in Word or PDF format to Canvas. Please follow this online guide on document submissions and contact the DICE team on [email protected] if you need any further support.

LEARNING OUTCOMES:

● Evaluate the nature and impact of consumer psychology on consumers’ decision making

● Critically evaluate the theories of consumer behaviour and apply to a range of case studies.

● Analyse theories of sociological & situational factors that influence consumers

● Reflect on own performance in given scenarios and develop communication and negotiation skills.

SKILLS OUTCOMES:

● The skills outcomes to be developed by completing this assignment can be found here.

GENERAL ASSIGNMENT GUIDANCE: