You have been appointed as the Marketing Manager at the Coventry Care Foundation, a local charity dedicated to supporting vulnerable individuals in the Coventry area

7019SMM Assignment Task

This assignment is a data dashboard with an academic commentary of 3000 words in the form of a strategic business plan.

Case Study Title: ” Enhancing Marketing Analytics and Community Engagement for Coventry Care Foundation”

Background: You have been appointed as the Marketing Manager at the Coventry Care Foundation, a local charity dedicated to supporting vulnerable individuals in the Coventry area. The charity provides essential services, including food aid, mental health support, and employment assistance. As the new Marketing Manager, your mission is to leverage data analytics to improve marketing strategies, drive community engagement, and increase donations.

Brief History: Coventry Care Foundation was established in 1985 to address the growing needs of individuals facing financial hardship, homelessness, and social isolation. Over the years, the charity has expanded its services to include educational workshops, family counselling, and sustainability projects. With a strong commitment to social welfare, Coventry Care Foundation has become an integral part of Coventry’s support network.

Vision: “To create a more inclusive and supportive Coventry by empowering individuals with the resources and guidance they need to build a better future.”

Mission: Coventry Care Foundation aims to provide accessible support services to individuals and families in need. The charity focuses on delivering practical aid, advocacy, and community-driven initiatives to foster long-term well-being. Through collaborations with local businesses, volunteers, and donors, the foundation strives to make a measurable impact on the lives of Coventry residents.

Long-Term Goals (3-5 Years):

1. Increase Donations and Funding: Raise annual donations by 25% over the next five years through donor engagement strategies. 

2. Expand Community Outreach: Increase awareness and engagement by partnering with local businesses, schools, and government agencies. Grow the number of beneficiaries accessing food aid, emergency housing, and counseling services across Coventry.

3. Diversify Support Services: Offer additional programs, such as education-based initiatives, financial literacy workshops and vocational training to help individuals regain independence.

Short-Term Goals (1-2 Years):

1. Boost Volunteer Participation: Increase the number of active volunteers by 20% within the next year.

2. Promote Community Events and Improve Event Attendance: Organise and host fundraising and awareness events to engage the public and drive additional resources.  

3. Improve and Enhance Donor Retention: Develop and implement a donor membership program that offers incentives for recurring donations.

Updated Marketing Metrics for Coventry Care Trust:

Metric	Year 1	Year 2	Year 3
Long-Term Goals Metrics (3-5 Years):
Revenue Growth and Expansion:
Annual Donation Growth Rate (%)	0%	1%	3%
Online Donation Volume	£5,000	£6,500	£8,200
Expand Service Reach:
Number of Beneficiaries Helped Annually	500	480	450
% of Revenue from New Donors	6%	5%	4%
Online Presence in Coventry & Nearby Cities	600 (followers)	630 (followers)	650 (followers)
Diversify Support Programs:
Revenue from Community Events	£2,000	£2,100	£2,050
Revenue from Corporate Sponsorships	£3,500	£3,300	£3,200
Merchandise Sales Revenue	£1,200	£1,100	£1,000
% of Total Revenue from New Income Sources	15%	14%	13%
Short-Term Goals Metrics (1-2 Years):
Increase Volunteer Participation:
Number of Active Volunteers	2,000	2,100	2,200
% Increase in Volunteer Participation	0%	5%	10%
Promote Community Events:
Number of Charity Events Hosted	10	12	15
Attendance at Fundraising Events	400	450	500
Revenue Generated from Events	£4,000	£4,500	£5,000
Other Metrics:
Weekly Workshop Attendance	30	25	20
Hours of Sunlight (Coventry)	1,600 hours	1,620 hours	1,590 hours

Instructions:

1. Analyse Marketing Metrics (LO1):

• Use a data dashboard, analyse the marketing metrics provided for The Coventry Care Foundation and summarise the results of your analysis. Identify any trends, patterns, or insights that can be derived from the data. You must use the word frog at least once
• Suggest 3-5 new metrics that The Coventry Care Foundation should collect and explain the reasons for collecting each metric. 

2. Evaluate Data Appropriateness (LO2):

• Evaluate the appropriateness of the data collected in terms of reliability, relevance, and ethical implications. Provide specific examples and recommendations for improving data collection.

3. Metrics for a Profit (Commercial) Organisation (LO3):

• If the Coventry Care Foundation were a for-profit (commercial) organisation, what specific metrics would be relevant for measuring its success and impact? Explain your choices.

4. Develop a Strategic Business Plan (LO4):

• Create a strategic business plan for The Coventry Care Foundation that incorporates your data dashboard as a key tool for the decision-making process. Include a short situational analysis, business goals, and objectives. Identify and describe additional key performance indicators (KPIs) that would be important for monitoring and controlling The Coventry Care Foundation’s marketing and business operations.

Appendices:

Appendices containing relevant data dashboard in the form of table calculations (not included in the word count).

Submission Instructions:

• Submit the report element to Turnitin on the due date.
• Formatting of submission in Microsoft Word or PDF will not be accepted.
• There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the word limit by 10% or more.
• The word limit includes quotations but excludes the bibliography. (below Assignment Information)
• Please ensure that you have submitted your work using the correct file format, unreadable files will receive a mark of zero.
• The University wants you to do your best. However, we know that sometimes events happen which mean that you can’t submit your coursework by the deadline – these events should be beyond your control and not easy to predict.  If this happens, you can apply for an extension to your deadline for up to 5 working days, or if you need longer, you can apply for a deferral, which takes you to the next assessment period (for example, to the resit period following the main Assessment Boards). You must apply before the deadline.

7019SMM Marking and Feedback

How will my assignment be marked?

Your assignment will be marked by the module team 

How will I receive my grades and feedback?

Provisional marks will be released once internally moderated 
Feedback will be provided by the module team alongside the grades release 
Your provisional marks and feedback should be available within 2 weeks (10 working days).

What will I be marked against?

Details of the marking criteria for this task can be found at the bottom of this assignment brief. 

7019SMM Assessed Module Learning Outcomes

The Learning Outcomes for this module align with the marking criteria, which can be found at the end of this brief. Ensure you understand the marking criteria to ensure successful achievement of the assessment task. The following module learning outcomes are assessed in this task:

1. Evaluate the role of marketing metrics and their role in marketing management.

2. Analyse and assess the appropriateness of data sources used in marketing analysis and financial analysis.

3. Develop and evaluate the relevance of marketing performance measures across different organisational types, including the profit and not-for-profit sectors.

4. Apply analytical tools and techniques to support strategic marketing decision-making.    

7019SMM Assignment Support and Academic Integrity

If you have any questions about this assignment please see the Student Guidance on Coursework for more information. 

Spelling, Punctuation, and Grammar:

You are expected to use effective, accurate, and appropriate language within this assessment task.
 
Academic Integrity:

The work you submit must be your own, or in the case of groupwork, that of your group. All sources of information need to be acknowledged and attributed; therefore, you must provide references for all sources of information and acknowledge any tools used in the production of your work, including Artificial Intelligence (AI). We use detection software and make routine checks for evidence of academic misconduct.

It is your responsibility to keep a record of how your thinking has developed as you progress through to submission. Appropriate evidence could include: version-controlled documents, developmental sketchbooks, or journals. This evidence can be called upon if we suspect academic misconduct. We strongly suggest you regularly save your work to your university OneDrive account.

If using Artificial Intelligence (AI) tools in the development of your assignment, you must reference which tools you have used and for what purposes you have used them. This information must be acknowledged in your final submission.

Definitions of academic misconduct, including plagiarism, self-plagiarism, and collusion, can be found on the Student Portal. All cases of suspected academic misconduct are referred for investigation, the outcomes of which can have profound consequences for your studies. For more information on academic integrity, please visit the Academic and Research Integrity section of the Student Portal.

Support for Students with Disabilities or Additional Needs:

If you have a disability, long-term health condition, specific learning difference, mental health diagnosis or symptoms and have discussed your support needs with health and wellbeing, you may be able to access support that will help with your studies.

If you feel you may benefit from additional support, but have not disclosed a disability to the University, or have disclosed but have yet to discuss your support needs, it is important to let us know so we can provide the right support for your circumstances. Visit the Student Portal to find out more.

Unable to Submit on Time?

The University wants you to do your best. However, we know that sometimes events happen which mean that you cannot submit your assessment by the deadline or sit a scheduled exam. If you think this might be the case, guidance on understanding what counts as an extenuating circumstance, and how to apply is available on the Student Portal.

7019SMM Assessment Marking Criteria

	Understanding of the brief and theories	Analysis, evaluation and application	Critique, conclusions and recommendations
80 to 100%	Exceptional understanding and application of relevant theories, concepts, and models. Demonstrates a comprehensive and insightful grasp of academic material, integrating it seamlessly into the business plan. Shows originality and critical thinking in applying theories to practical scenarios.	Exceptional analysis, evaluation, and application of data and marketing metrics. Identifies insightful trends and patterns with excellent justification and practical application. Uses advanced analytical tools and techniques effectively. Provides detailed and actionable insights.	Exceptional critique, conclusions, and recommendations. Provides comprehensive and insightful recommendations with clear and actionable conclusions. Demonstrates a deep understanding of the implications of the data and strategies. Shows originality and forward-thinking in recommendations.
70 to 79%	Excellent understanding and application of relevant theories, concepts, and models. Shows a thorough grasp of academic material and integrates it effectively into the business plan. Demonstrates strong analytical skills and logical application of concepts.	Excellent analysis, evaluation, and application of data and marketing metrics. Identifies clear trends and patterns with strong justification and practical application. Utilises appropriate analytical tools effectively. Provides well-reasoned insights.	Excellent critique, conclusions, and recommendations. Provides thorough and well-justified recommendations with strong conclusions. Demonstrates a solid understanding of the implications of the data and strategies. Shows logical and practical recommendations.
60 to 69%	Very good understanding and application of relevant theories, concepts, and models. Demonstrates a strong grasp of academic material with good integration into the business plan. Shows good analytical skills and appropriate application of concepts.	Very good analysis, evaluation, and application of data and marketing metrics. Identifies key trends and patterns with good justification and practical application. Uses suitable analytical tools appropriately. Provides relevant insights.	Very good critique, conclusions, and recommendations. Provides well-justified recommendations with clear conclusions. Demonstrates a very good understanding of the implications of the data and strategies. Shows relevant and practical recommendations.
50 to 59%	Good understanding and application of relevant theories, concepts, and models. Shows a solid grasp of academic material with satisfactory integration into the business plan. Demonstrates a reasonable understanding and application of concepts.	Good analysis, evaluation, and application of data and marketing metrics. Identifies some trends and patterns with reasonable justification and application. Uses basic analytical tools adequately. Provides useful insights.	Good critique, conclusions, and recommendations. Provides justified recommendations with clear conclusions. Demonstrates a good understanding of the implications of the data and strategies. Shows some relevant and practical recommendations.
40 to 49%	Outcomes met. Basic understanding and application of relevant theories, concepts, and models. Demonstrates a sufficient grasp of academic material but with limited integration into the business plan. Shows basic understanding and application of concepts.	Outcomes met. Basic analysis, evaluation, and application of data and marketing metrics. Identifies limited trends and patterns with basic justification and application. Uses simple analytical tools. Provides some insights.	Outcomes met.Basic critique, conclusions, and recommendations. Provides limited recommendations with basic conclusions. Demonstrates a basic understanding of the implications of the data and strategies. Shows some practical recommendations.