Assignment Brief

Overview of Assignment 1: Case Study: Anthony Nolan.

Assignment Title: The need for more black, Asian and minority ethnic (BAME) donors on the Anthony Nolan register

Details of what you are expected to do:

1. Rationale
For Assignment 1, in Groups you will undertake marketing consultancy to devise and develop a marketing communication campaign for the specified Client.

You are encouraged to consider your future roles as marketers and to enhance a wide range of skills, competences, attitudes and attributes, which are known to be effective characteristics of effective and successful marketing professionals.

2. The learning outcomes being assessed in Assignment 1 Having completed this assignment the student is expected to:

2 Describe marketing environment and specific marketing problems. This allows students to demonstrate both intellectual/cognitive and transferable skills;

3 Demonstrate an ability to develop appropriate marketing solutions to marketing problems, allowing demonstration of both intellectual/cognitive and transferable skills;

3. Overview of assignment

Marketing Plan

Introduction - As worked through last week in your seminars. To include Aims and Objectives of the campaign, Setting the scene of the NFP sector, charity and Anthony Nolan. Overview of BAME and challenges of campaign.

Target Audience: Who is BAME and where are they mostly in the UK

Market Research undertaken - What are AN currently doing to attract BAME? Who are AN competitors?

Challenges - BAME cultural challenges, budget, competitive environmental landscape, etc

The Campaign - What's the big idea? What marketing communications tools will you use to execute the campaign?

Measuring Success - How will you measure the success of the campaign? Contingency - What will you do if something isnt working?
Conclusion and Recommendations
Appendix
SWOT
PESTLE

The Marketing Plan - 2,500 words