WE KNOW that many students, given the choice, will choose Bolton Wanderers Football Club as the subject of a marketing based assignment or dissertation. For that reason we have decided to include this section to help those people.

That's the good news. The bad news is that we have no intention of doing your assignments for you! What we can do is raise several issues which you will need to think about, or investigate, for yourselves.

Some of the topics might raise points which only the customers of the club can answer, so you may consider asking them - you are probably one yourself! As good a place to start as any is with the 4Ps - Product, Price, Promotion and Place - though do not forget that all four are inter-related, and dependent on each other.

So what is the product of the club? Is it a product or a service? Is it tangible or intangible? You cannot say that a Premiership match is a tangible product because you cannot take it home with you.

So if it is a service, what service? Entertainment perhaps? But when you attend a match at the Reebok Stadium you might pay for more than just the entrance ticket. What else can you buy? A programme, a lottery ticket, a cup of tea or a pie at half time.

You may be watching the match from one of the many corporate boxes. However you do pay extra for this privilege and you still see the same 90 minutes of football. You don't get any more excitement or goals, but you do receive excellent refreshments, more comfortable seats and a TV for action replays.

Whilst at the stadium you may visit the club shop and purchase a replica shirt. Is that part of the product of BWFC?

So what else does your ticket money go towards? Stewards ensure your safety whilst you are in theground; catering staff serve your refreshments.

Take a look at other sections of our Student Information - all the people mentioned are part of the product that is BWFC. Is the product then, the club itself - and everything that the club represents? If this is so, BWFC could be described as a brand. The marketing of a brand differs from the marketing of a product or service - something else for you to look into. The strength of the brand is reflected in the profile of the sponsors we can attract - Reebok - the stadium, shirt and kit sponsor.

As the brand's profile continues to grow, we can look to attract more blue chip brands to the club. To help you address the issues introduced above you might try deciding for yourself what exactly is the core product of BWFC, what is the actual product and what is the augmented product? (any marketing textbook will explain these terms). This section has several overlaps with that of product. Unless you know what the product is then how do you determine the cost.

Although it is a football club, BWFC is also a business, and if businesses don't make a profit then they may go bust! The amount that BWFC charge for the various goods they sell has to cover the costs of the club (the business) and make a profit to invest in the future.

More advanced students might want to consider the exchange. All marketing is based on an exchange taking place. You give the shop keeper 50p, they give you a can of Coke. But what is the exchange between the supporters of the club and the club itself? When you have an answer to that, then you may be able to suggest the price a supporter is willing to pay.

How does Bolton Wanderers Football Club promote itself and its products? In a way you are reading part of the club's promotional activities - the website. But www.bwfc.co.uk does not promote specific products, more so all aspects of the BWFC brand. Other promotion is aimed at market segments which may purchase specific products or services. The club uses the full range of the promotional mix in its activities.