Castle Bingo is the main trading arm for Castle Leisure. Last year they celebrated its Centenary year, having been incorporated in 1911, although it has been trading
as a Company since 1856, making it one of the oldest private companies in South Wales.
Castle Bingo has eight, modern bingo clubs situated in the main population centres in South Wales namely Bridgend; Merthyr Tydfil; Nantgarw; Neath; Morriston, Swansea;
Uskway, Newport; also Canton and Newport Road in Cardiff; this has made it the market leader in the Welsh bingo market. A further three units are in England at Barnes
Hill in Birmingham, Bootle in Liverpool and Corby in Northamptonshire.
Their initial success has come from their membership drives for the purpose built clubs which offer the modern bingo player comfortable seating, the very latest in
bingo technology and value for money catering and bar offerings in stylish surroundings. Also, the prize funds available are substantial through a selection of
jackpots and progressive jackpots ensuring that the majority of games have the potential of making a significant difference to a player’s life. One of the bigger pots
on offer is the ‘Giant Jackpot’ which is a minimum of £40,000 and is played on various games throughout the day. It has also responded to the opportunities afforded
the gambling market through online gaming and it offers a number of unique promotions and giveaways for online customers, players will find that the ethos has been
transferred from their offline business to the online offerings.
Your Role
For the purposes of this assignment you are a Marketing Assistant in the Cardiff HQ of Castle Leisure. They have looked hard at every aspect of the operations of its
business, and it has found that it has limited systems that aid decision making in marketing management. Your manager has just returned from a conference where the key
topic of discussion was Database Management a system that aids decision making in marketing management. As a result the company are now keen to know more about a
system, notably CRM systems which will aid decision making in the company and help them develop relationships with their customers to maximise their profitability
through extra sales.
TASKS
You are required to write a report for the organisation that;
1. Examines the elements and benefits of a Customer Relationship Management (CRM) system, which Castle Bingo could use to understand how well they could manage their
customers. Included in the Introduction should be a definition and brief discussion on Customer Relationship Management (CRM).
2. Discusses the principles of Big Data and metrics and evaluates the benefits that Castle Bingo will gain from developing this area.
3. Identifies the ethical and legal issues involved for Castle Bingo in using the customer information they store for future marketing activity.
4. Provides a section for your conclusions and from this produces recommendations that you consider relevant.
LENGTH REQUIRED
2000 words +/- 10%. Any deviation from this will be penalised.
GUIDANCE FOR STUDENTS IN THE COMPLETION OF TASKS
NOTE: The guidance offered below is linked to the five common assessment criteria overleaf.
1. Research-informed Literature
Your work must be informed and supported by scholarly material that is relevant to and focused on the task(s) set. You should provide evidence that you have
accessed a wide range of sources, which may be academic, governmental and industrial; these sources may include academic journal articles, textbooks, current news
articles, organisational documents, and websites. You should consider the credibility of your sources; academic journals are normally highly credible sources while
websites require careful consideration/selection and should be used sparingly. Any sources you use should be current and up-to-date, mostly published within the last
five years or so, though seminal/important works in the field may be older. You must provide evidence of your research/own reading throughout your work, using in-text
citations in the main body of your work and a reference list that is alphabetical at the end of your work. Please use the Harvard referencing system.
Specific to this assignment: Good answers show evidence of research beyond the case material provided.
2. Knowledge and Understanding of Subject
Your work must demonstrate the growing extent of your knowledge and understanding of concepts and underlying principles associated with the subject area. Knowledge
relates to the facts, information and skills you have acquired through your learning. You demonstrate your understanding by interpreting the meaning of the facts and
information (knowledge). This means that you need to select and include in your work the concepts, techniques, models, theories, etc. appropriate to the task(s) set.
You should be able to explain the theories, concepts, etc. meaningfully to show your understanding. Your mark/grade will also depend upon the extent to which you
demonstrate your knowledge and understanding; ideally each should be complete and detailed, with comprehensive coverage.
Specific to this assignment: Marks are given for identification and application of relevant theoretical models.
3. Analysis
Your work must contain evidence of logical, analytical thinking, evaluation and synthesis. For example, to examine and break information down into parts, make
inferences, compile, compare and contrast information. This means not just describing What! but also justifying: Why? How? When? Who? Where? At all times, you must
provide justification for your arguments and judgements. Evidence that you have reflected upon the ideas of others within the subject area is crucial to you providing
a reasoned and informed debate within your work. Furthermore, you should provide evidence that you are able to make sound judgements and convincing arguments using
data and concepts. Sound, valid conclusions are necessary and must be derived from the content of your work. There should be no new information presented within your
conclusion. Where relevant, alternative solutions and recommendations may be proposed.
Specific to this assignment: Analysis comes from appropriate data and information to provide insights.
4. Practical Application and Deployment
You should be able to demonstrate how the subject-related concepts and ideas relate to real world situations or a particular context. How do they work in practice?
You will deploy models, methods, techniques, and/or theories, in that context, to assess current situations, perhaps to formulate plans or solutions to solve problems,
some of which may be innovative and creative. This is likely to involve, for instance, the use of real world examples and cases, the application of a model within an
organisation and/or benchmarking one organisation against others based on stated criteria. You should show awareness of the limitations of concepts and theories when
applied in particular contexts.
Specific to this assignment: ALL recommendations to be sourced from and relevant to the analysis provided.
5. Skills for Professional Practice
Your work must provide evidence of the attributes expected in professional practice. This includes demonstrating your individual initiative and/or collaborative
working. You must communicate effectively in a suitable format, which may be written and/or oral, for example, essay, management report, presentation. Work should be
coherent and well-structured in presentation and organisation.
Specific to this assignment: Report format normally includes the following sections: Executive Summary, Introduction, Main Findings, Conclusions, Recommendations,
References and Appendices. Your report should be written in a suitable academic writing style i.e. using the third person.
Essential Resources:
• Resources listed on the lecture schedule and on Moodle
• The student handbook
• The SMU website at http://www.smu.ac.uk/academicskills/
