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Research Proposal and Methodology   


Module Code: MK4S49Module Title: Applied Research for Marketing and PR  Module Lecturers: Jackie Harris / Michael Parsons
Assessment Title: Research Proposal and Methodology                                                   
Date Set:  Submission Date: 13th August 2021Return Date:  
Part A: Record of Submission (to be completed by Student)
  Extenuating Circumstances If there are any exceptional circumstances that may have affected your ability to undertake or submit this assignment, make sure you contact the Advice Centre on your campus prior to your submission deadline.  
  Fit to sit policy: The University operates a fit to sit policy whereby you, in submitting or presenting yourself for an assessment, are declaring that you are fit to sit the assessment.  You cannot subsequently claim that your performance in this assessment was affected by extenuating factors.   
  Plagiarism and Unfair Practice Declaration: By submitting this assessment, you declare that it is your own work and that the sources of information and material you have used (including the internet) have been fully identified and properly acknowledged as required[1].  Additionally, the work presented has not been submitted for any other assessment.  You also understand that the Faculty reserves the right to investigate allegations of plagiarism or unfair practice which, if proven, could result in a fail in this assessment and may affect your progress.  
  Details of Submission: Note that all work handed in after the submission date and within 5 working days will be capped at 40%[2].  No marks will be awarded if the assessment is submitted after the late submission date unless extenuating circumstances are applied for and accepted (Advice Shop to be consulted). Online submissions – 11.59pm (23.59) Physical submissions at Advice Centres (Reception Desk at Cardiff) 4pm (16.00)
  You are required to acknowledge that you have read the above statements by writing your student number (s) in the box:  Student Number(s):


Part B: Marking and Assessment (to be completed by Module Lecturer)
Assessment Tasks   Construct a research proposal for a topic based on your course specialisation and Welsh Cycling (i.e. Marketing, Strategic Digital Marketing or Public Relations)   Your research proposal should be structured using the following headings:   Part 1: Research Topic (Max. word count: 300)- Outline your intended research topic. This section should include any relevant background information and include your rationale for choosing the topic. Literature Review (Max. word count: 3500) – Critically analyse the key theoretical concepts on which you will draw to frame your research. Your literature review should compare, contrast and critique the extant academic literature. A conceptual map of the main research themes should be developed, the conceptual map should highlight the interrelationships between each identified research theme as well as knowledge gaps linked to your research topic rationale. (Mark weighting = 50%)   Part 2: Research Methodology (Max. word count: 2500) – You should outline your proposed methodology using the following structure (Mark weighting = 50%):   IntroductionResearch questionResearch ObjectivesResearch Philosophy (including Ontology and Epistemology)Rationale for Selection of Research ParadigmResearch MethodSampling StrategyData CollectionData AnalysisEthical Considerations  
Learning Outcomes to be assessed (as specified in the validated module descriptor Students will be able to select and critically review a marketing and/or public relations research topic.Critically review and defend an appropriate research method, design and criteria of analysis in accordance with academic and/or practitioner guidelines.
Grading Criteria: The assessments will be assessed through the following outputs and against the learning outcomes for the module:   Choice and selection of research area and/or research method(s) and their critical evaluation.   Analysis of topic discussions therein and justification for actions proposed/taken.   Identification and development of key discussion points that underpin and justify the validity and context of argument development within the areas identified.    The appropriate and correct use and presentation, that conforms to Harvard referencing standards, of valid references from academic refereed journal articles, the core texts and/or valid text resources and online sites – guidance on how to reference using Harvard can be found here   Please see the assessment criteria matrix on page 9.  

Every day, Welsh Cycling works with the cycling community in Wales to help it grow, creating opportunities, developing our coaching network, educating our membership and providing volunteer opportunities – overall enriching and adding value to cycling. As the national governing body of cycling in Wales we provide guidance and support to all forms of cycling in Wales and represent a diverse membership covering participants in any one of the six sporting disciplines (Mountain Bike, Cyclo-Cross, Road, Track, BMX and Cycle Speedway), members of our network of cycling clubs, social riders, cycle commuters, or a dedicated volunteer we work with and support them all. They are a not-for-profit organisation.

From Ynys Mon to Pembrokeshire, we have a network of over 150 affiliated cycling clubs and recreational programmes. Helping school children to master the basics to organising events for over 70s, our network is there for Wales in every wheel rotation, developing skills, nurturing talent, and staging events, rides and competitions. Working together, we are passionate about growing our cycling community.

“Our mission is pretty simple. We are here to encourage more people to cycle. Whether you want to ride your bike in Wales or you want to represent Wales, our job is to give you the best opportunities”.

Mark Allen, Commercial & Partnership Manager, Welsh Cycling

Just like the 330,000 cyclists across Wales – and that number is growing rapidly – we are passionate about our sport. We believe everyone should have the opportunity to learn how to ride a bike, to develop their skills and to perform, if they wish.

During lockdown, we saw the growing number of people simply riding for pleasure. It is also a way of getting to places – to work and to school – and wouldn’t the world be a better place if more of us chose cycling?

To be the best we can be, we already work with fantastic commercial partners and partners. These partnerships allow us to continue to inspire the nation to cycle. As more and more people right across Wales discover cycling, we want to seize the opportunity to provide even more opportunities and to grow the sport further. To do that, we are looking to create new partnerships with organisations and brands that share our values and our passion.

We want our community to fall in love with cycling. We want their experience to be the best it can be which is why we work hard to secure membership discounts and offers on exciting brands such as Rotor, Litelok, Limar Helmets and more.

The core areas of Welsh Cycling are:

  • Leading Cycling – As the national governing body of cycling in Wales, our mission is to lead from the front. We want to Inspire Wales to Cycle by giving the best opportunities to people in Wales who want to ride their bikes, whether it’s up and down mountains, on the road or on the track.
  • Growing Cycling – Helping you get out on your bike is a big goal for us – but once you’re on your bike we want to help you continue on your cycling journey. We teach children how to ride through building skills – Ready Set Ride and we encourage social riding through the HSBC Breeze initiative, and if you’re the competitive type, our events calendar will have something to suit you.
  • Performance in Cycling – Welsh riders have placed Wales firmly on the map.  Geraint Thomas became the first Welshman to win the Tour de France in 2018. And he isn’t the only rider flying high and achieving on the world stage.  Our Performance programme has a proven track record in nurturing the next generation of Welsh talent and we will continue to ensure that Wales is a firm fixture on the Commonwealth Games medal table and we will continue to feed talented riders through to British Cycling’s Olympic and Paralympic programmes.

Our three values of Inspiring, Integrity and Excellence are extremely important to us:

  • Inspiring – Showing our passion for the sport and people, we will create a fun, achievable and professional environment.
  • Integrity – Being ambassadors for positive behaviours and ensuring a culture of trust, inclusivity, honesty and respect.
  • Excellence – Being ambitious, leading by example and working as a team.

However, all of that results in ZERO if we cannot make meaningful and sustainable connections to the wider cycling community in Wales and to that end we need to make significant improvements in how we communicate.  Traditionally, we would have prided ourselves and felt it was ‘job done’ when we loaded a posting to Facebook or put a news article on our website – a new one to launch in October).  We have recognised this weakness now and with a new recruit, adoption of a CRM system (HubSpot), we’re making the first steps, but in fairness, with relatively limited funding, we need to be as creative and efficient as possible to ensure we exceed in building our future. 

We envisage a rich vein of projects to help us build out our commercial strategy to maximise the value with our current (& future) brand partners by building content to target the specific segments in the attached document.  We’d then expect these projects to further enhance the reach and relevance with the targeted segments such that we transition the consumer from awareness to purchase and set us up for a long term relationship where the consumer sees ongoing value in their association with both the product brand and Welsh Cycling.  This in turn yields greater rebates on products sold and allows Welsh Cycling to enhance the financial value of our partnerships, thus securing our future such that we can continue to inspire Wales to cycle.

How Welsh Cycling’s Communication strategy fits into our overall aims and objectives

As an organisation we look to implement a new overall strategy every four to five years. Last year we started that process and have pulled together a strategy which, at its core is looking to Inspire Wales to Cycle.

Despite COVID-19 providing us with many challenges this year, in relation to the strategy it has given us extra time to finely tune and test assumptions to see where Welsh Cycling really wants to make a difference. As mentioned above, our key areas are Leading – Creating the best environment to deliver the strategy, Growing – More people cycling more often and Performance – A programme that maximises riders potential and delivers success. But to underpin those strands we also have strands across facilities, workforce, events and then communications.

Welsh Cycling Communication Strategy

Looking at the communications strategy in more detail. Within all organisations a communication strategy is there to support the overall aims and objectives and has an integral role in helping companies achieve their targets. With our new change of approach across the board in communications, marketing, PR and social media, our communication strategy is there to help Welsh Cycling achieve its short term and medium goals. But moving forward I want our communication plan to get to a point where we can start influencing areas of our strategy at a higher level.

NB – Welsh Cycling Communication Strategy undergoing slight review – September 2020

To give some background on the communication strategy you will see the headline points above. The top level is ultimately what we want to achieve long term. We want people to understand what Welsh Cycling does, what Welsh Cycling offers and how Welsh Cycling adds value. Through our insight we recognise those who are members of Welsh Cycling clubs and our converted audience do know about us. But we also know from data that there is 300,000 people in Wales that ride their bike at least once a week – our challenge is to work smart (using GFK data supplied by British Cycling) to hone in on some key personas which will hopefully identify and reach that audience.

So to achieve the top level, we want to influence engagement in the cycling community, we want to create lasting and strategic partnerships with our stakeholders, we want to celebrate both recreationally and performance based achievements and we want to build a brand and add value. But to achieve the above there are some building blocks we have to put in place, so we need understand who our audience are and the best way to communicate with them, we need to produce effective communication across a range of platforms that we can measure. Finally, we need to create a culture where communication is seen an important lever for the organisation.

We are very much on the first stage of a prolonged journey in reshaping Welsh Cycling’s approach to communication, we realise this is a big project, but it is a project that has got enormous potential. From my point of view what we have put in place is a big step-change for the organisation and a different way to how we have historically looked to do things within our communications team.

Building Welsh Cycling’s brand – A refresh and new direction

Building a Welsh Cycling brand is something which has been a work in progress since April 2019. We know there are people who understand who Welsh Cycling is, but there are plenty of people who do not. One of the important aspects of this journey was to start to build a presence online, which overtime we hope will become synonymous with people in Wales.

With our creative agency we started to work on our vision for the Welsh Cycling brand back in May 2019. We wanted our brand guidelines to stand out and reflect the areas of our work which we shout the most about, and most importantly wanted them to help transform our work we do on our social media channels. The key areas we shout about the most at Welsh Cycling are:

  • Sponsors
  • Performance – elite athlete achievements
  • Wales Racing Academy – Our U23 Team
  • Club & Membership
  • Volunteers
  • Community
  • Events
  • Welsh Championship events
  • Become a Supporter

We decided to create some social media assets (Facebook, Twitter & Instagram) for each area which also has its own unique colour scheme. We recognised that our social media has been quite monotonous and with the individual assets for each section it gives us flexibility to start shaping our content calendar around the assets. For example, the way I see the long-term vision is that on a Wednesday we might use that day specifically for ‘Sponsor’ content. Overtime using the assets on a set day will start to create some consistency, so anyone that follows us will start to understand that every Wednesday they will see content around our sponsors.

The idea is to start to build the awareness of the brand in the first couple of years and make it resonate with our followers and the wider demographic. I am currently working with our wider staff internally to implement our brand guidelines.

Michael Stokoe, Welsh Cycling Communications & PR Officer

AREAS OF POTENTIAL RESEARCH (not exhaustive) – within a Covid-19 era
Political PolicyInfrastructureFunding body modelsEducation – schools, cyclists, drivers, HGV
Economic Market – sub sections and clusters Industry – manufacturers and supply chain clustersSocio-economic – behaviour economicsPricing strategies (part exchange/leasing models) / accessibilityIncome streams3rd sector – charities/non-profits
Social / Cultural Socio-economic – ability to engageFamily – safetyObesityGender – participation/acceptance, role models (She can)Identity – LGBTIQ+Age (generational)‘Welshness’ /BAMEBarriers to engagement (e.g. Accessibility, representation, disability, costs)Tribe (CoP/CoI) Lifestyle aspiration – fitness, wellbeing, sport, participation, performanceTourism clustersExisting events – Tour of Britain (Wales); Tour of Gwent; Velothon 
Technological MarketIndustryConsumer (health/comms etc)EnvironmentOmnichannel 
Legal InsuranceSecurityRegistrationSchemes – eg. Bike2Work; Cyclescheme etc 
Environmental Sustainability – Circular EconomyEcological 
   GradeRelevanceKnowledgeAnalysisArgument and StructureCritical EvaluationPresentationReference to Literature
Distinction86 – 100%The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the level of the qualification.  There is also ample excellent evidence showing that all the learning outcomes and skills appropriate to that level are fully satisfied. The work is exemplary in all the categories shown above and demonstrates a particularly compelling evaluation, originality, and elegance of argument, interpretation or discourse.
76-85%The work examined is outstanding and demonstrates comprehensive knowledge, understanding and skills appropriate to the level of the qualification.  There is also excellent evidence showing that all the learning outcomes and skills appropriate to that level are fully satisfied. The work is outstanding in the majority of the categories shown above or demonstrates particularly compelling evaluation and elegance of argument, interpretation or discourse.
  70 – 75%The work examined is excellent and is evidence of comprehensive knowledge, understanding and skills appropriate to the level of the qualification.  There is also excellent evidence showing that all the learning outcomes and skills appropriate to that level are satisfied.  The work will be excellent in the majority of the categories shown above or demonstrates particularly compelling evaluation and elegance of argument, interpretation or discourse.
Merit  60 – 69%Directly relevant to the requirements of the assessmentA substantial knowledge of relevant material, showing a clear grasp of themes, questions and issues thereinComprehensive analysis – clear and orderly presentationWell supported, focussed argument which is clear and logically structured.Contains distinctive or independent thinking; and begins to formulate an independent position in relation to theory and/or practice. Well written, with standard spelling and grammar, in a readable style with acceptable formatCritical appraisal of up-to-date and/or appropriate literature.  Recognition of different perspectives.  Very good use of a wide range of sophisticated source material. 
Pass  50 – 59%A reasonable attempt to address the requirements of the assessment: may drift away from this in less focused passagesAdequate knowledge of a fair range of relevant material, with intermittent evidence of an appreciation of its significanceReasonable analytical treatment which has a clear purposeGenerally coherent and logically structured, using an appropriate mode of argument.It will contain some distinctive or independent thinking; may begin to formulate an independent position in relation to theory and/or practice. Competently written, with only minor lapses from standard grammar, with acceptable formatDraws on a good variety of literature which includes recent texts and/or appropriate literature including a range of appropriate source material. 
40 – 49%Some correlation with the requirements of the assessment but there is a significant degree of irrelevanceBasic understanding of the subject but addressing a limited range of materialSome analytical treatment, but may be prone to description, or to narrative, which lacks clear analytical purposeSome attempt to construct a coherent argument, but may suffer loss of focus and consistency.Work which expresses a coherent position only in broad terms and in uncritical conformity to one or more standard views of the topicA simple basic style but with significant deficiencies in expression or format that may pose obstacles for the readerEvidence of use of appropriate literature. Frequently only uses a single source to support a point. Weak use of quotation.
Fail35 – 39%Relevance to the requirements of the assessment may be very intermittent, and may be reduced to its vaguest and least challenging termsA limited understanding of a narrow range of materialLargely descriptive or narrative, with little evidence of analysisA basic argument is evident, but  there is  a  lack of clarity and coherenceSome evidence of a view starting to be formed but mainly derivative.Numerous deficiencies in expression and presentation; the writer may achieve clarity (if at all) only by using a simplistic or repetitious styleBarely adequate use of literature.  Over reliance on material provided by the tutor. 
The evidence provided shows that the majority of the learning outcomes and skills appropriate to that Level are satisfied. 
30 – 34%  The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification.  The evidence provided shows that some of the learning outcomes and skills appropriate to that Level are satisfied.  The work will be weak in some of the indicators.
0-29%The work examined is unacceptable and provides little or no evidence of the knowledge, understanding and skills appropriate to the Level of the qualification.  The evidence shows that few if any of the learning outcomes and skills appropriate to that Level are satisfied. The work will be weak in the majority or all of the indicators.

[1] University Academic Integrity Regulations

[2] Information on exclusions to this rule is available from the Advice Centre at each Campus

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