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Instructions to Learners

Read the Set Assignment Information and Set Assignment carefully.

You will be asked to carry out specific activities under supervised conditions, using the

information provided. You will be given more than one timetabled session to complete

these activities, including time to produce preparatory notes to support you during the

assessment. Your tutor will advise you of the scheduled sessions for this work.

Your preparatory notes should:

$$ be individually and independently prepared by you

$$ contain a maximum of four sides of A$4,$ either handwritten or typed $($if typed

$12-$point font$)$

$$ use short, bullet$-$point style information, and cannot contain long narrative pieces

of text.

At all times you must work independently and must not share your work with other

learners. You must complete an authentication sheet and submit this along with your work.

This document contains the information you need to prepare for the Set Assignment.

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Set Assignment Information

Scenario

Silver Stream is a video games developer. It has been operating for $25$ years, starting

out in the bedroom of the founder, Kris Karebin, after finishing university. The company

produces a diverse range of successful video games for multiple platforms. They have

regional offices in Europe, North America, and Asia and headquarters in the UK$.$ Their

mission is to create innovative and high$-$quality games to meet the needs of gamers of

all ages.

A recent development is a video game for personal computers and consoles featuring

animals under the threat of extinction. This game will be appropriate for $816-$year$-$olds

and is called Safari. Gamers will play to save animals and their environment. Silver Stream

has decided to donate a percentage of the sale to charity for every game purchased.

You have been given responsibility for creating the marketing campaign for the Safari

game. The campaign budget is $$50,000$ and should run for three months.

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Turn over

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Set Assignment

You must complete ALL activities.

ACTIVITY $1-$ Research the market

The product:

Safari will feature endangered species, such as tigers, elephants and gorillas. The gamers

must complete a range of tasks to evade poachers and hunters and look after the

habitats, to ensure the safety and survival of the animals.

The game will retail at $$55$ and for every game bought, Silver Stream will donate $10\%$ to

the charity World Wide Fund for Nature $($WWF$).$

You are to research the video games market and an existing campaign.

Part One

You should research relevant secondary sources for data on the video games industry,

as well as looking at Silver Stream$$s proposed partner charity WWF$.$ Use websites, trade

journals, and media sources of games industry campaigns. You should research these

aspects, relevant to the Safari concept.

Make notes on your research $($to use for the rationale in Activity $2),$ covering:

$$ competitors

$$ market size, share and structure

$$ target market

$$ trends

$$ external influences.

Part Two

You should also research an existing video game marketing campaign. Write up the

results of the research in a report that evaluates the effectiveness of this campaign,

covering the following:

$$ costs

$$ timescales

$$ media used

$$ message communicated

$$ use of marketing tools to enhance the effectiveness of the campaign

$$ appropriateness of the campaign.

This activity covers learning aims A and B$.$

A$.$P$1$

B$.$P$3,$ B$.$P$4,$ B$.$M$2,$ B$.$D$2$

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ACTIVITY $2-$ Produce a marketing campaign rationale

Based on the research you have carried out in Activity $1,$ prepare a rationale for the

marketing campaign for the launch of the Safari video game. You should use marketing

tools and models and cover:

$$ marketing aims and objectives

$$ research data on the market to include:

$$ an analysis of your research, using appropriate tools

$$ target market

$$ size, structure, trends

$$ competitor analysis

$$ judgements relating to the reliability and validity of the information researched

$$ reasons for the approach you have taken in the rationale.

This activity covers learning aim A$.$

A$.$P$2,$ A$.$M$1,$ A$.$D$1$

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ACTIVITY $3-$ Produce a marketing plan

Based on the rationale from Activity $2,$ you must produce a plan for the marketing

campaign for the Safari video game. This should include an appropriate:

$$ campaign budget

$$ timescale

$$ marketing mix

$$ marketing message

$$ selection and justification of media.

This activity covers learning aim C$.$

C$.$P$5$

ACTIVITY $4-$ Produce a report

Produce a formal report for the directors of Silver Stream giving details of your reasons

for the approaches used in the plan for the Safari marketing campaign.

This activity covers learning aim C$.$

C$.$P$6,$ C$.$M$3,$ C$.$D$3$