Final project 7-1

SPT 208 Final Project Guidelines and Rubric

Overview Marketing and advertising are often used interchangeably, yet throughout this course you have learned that marketing is a much larger concept that requires a strong understanding of consumer behavior, products and services, and often the greater economic environment. Marketing is applicable to every industry and discipline in one way or another, but within the sport industry we have the chance to see the application of marketing concepts as if under a spotlight due to the industry’s global reach and importance to society. Your final project is the creation of an Opportunity and Consumer Analysis. You will select a sport team, individual, facility, or organization as the focus of your consumer and opportunity analysis. When selecting your area of focus, think about your interests and career aspirations. As you progress through the course, you will have the opportunity to practice the skills required for this project in several milestone activities. Your final deliverable will include a strengths, weaknesses, opportunities, and threats (SWOT) analysis of your selected focus; a consumer analysis; an analysis of successful marketing and media strategies; and a brief 1-, 3-, and 5-year plan that allows you to explain your intended use of a proven marketing strategy and various media opportunities. Please note that your Opportunity and Consumer Analysis will be an eligible artifact to include in your program portfolio, as it will highlight your ability to recognize consumer characteristics and opportunities for brand improvement. The project is divided into two milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules Three and Five. The final Opportunity and Consumer Analysis will be submitted in Module Seven. This assessment addresses the following course outcomes:

• Analyze consumer behaviors for the influence of political, cultural, and social events on consumer motivation at the local, national, or international levels within the sport industry

• Illustrate the application of key marketing strategies in successful sport-specific marketing campaigns • Identify proven marketing strategies that can be successfully applied to specific sport marketing scenarios to attract consumers • Compare media opportunities for successfully communicating and marketing towards specific consumers within the sport industry

Prompt Develop a comprehensive Opportunity and Consumer Analysis. Select a sport team, individual, facility, or organization and provide a thorough analysis of the existing marketing strategies and consumers, and determine an opportunity for greater consumer reach. Outline a brief 1-, 3-, and 5-year plan for the marketing opportunity.

Specifically, the following critical elements must be addressed:

I. Marketing Focus: Select a sport team, individual, facility, or organization as the focus of your analysis and address the following: A. Explain in detail the role your selection plays in the greater sport industry and community. For example, if you chose a local high school field,

explain what the field is used for, what sport relevance it holds in the area, what uses it has, who runs it, etc. B. Identify the strengths, weaknesses, opportunities, and threats facing your selection and its form of marketing, using the provided SWOT

template. These may vary greatly depending on your selection, but all selections will have SWOT considerations. C. Expand upon and defend the potential benefit of one opportunity, identified in the SWOT matrix, for your selection. D. Assess the extent to which the current marketing strategies are sufficient for reaching the currently intended demographic audience. What

marketing strategies are currently being applied regarding your selection? Are they sufficient or insufficient for the current consumers of your selection?

E. Compare the media currently used to communicate with and market toward the current consumers in terms of their unique attributes and their success in reaching those consumers.

II. Consumer Analysis: Identify the primary consumers, customers, or followers of your selection, and the consumer audience you hope to reach with the new opportunity, and address the following:

A. Describe in detail the consumers you wish to better reach. Be sure to cover demographic information related to: 1. Location (local, national, international) 2. Economics 3. Culture 4. Race 5. Gender 6. Age

B. Analyze the behavior of the consumers you hope to reach. What are the primary motivations for these consumers? Explain. C. Analyze the current political environment at the local, national, or international level for its impact on your selection. How is the political

environment influencing your new audience? D. Describe the social and cultural aspects that influence these consumers and illustrate your conclusions with examples. E. Compare available media opportunities for reaching these consumers to identify aspects that may impact success with the new consumer

audience. Which will be successful for communicating with and marketing toward the intended consumers? Explain.

III. Proven Strategies: Analyze sport teams, individuals, facilities, and organizations for successful marketing strategies. A. Explain how a successful strategy was applied to a similar team, individual, facility, or organization as your selection at the same level (local,

national, or international), using examples from the campaign to illustrate your claims. B. Explain how a successful strategy was applied in a campaign aimed at a different level (local, national, or international) from your selection and

opportunity, using examples from the campaign to illustrate your claims. C. Assess how well each strategy would work for your purposes, using examples of their potential application for your intended opportunity.

D. Select and defend a third successfully used marketing strategy in terms of its relevance to your opportunity and its applicability to the intended consumers.

IV. One-, Three-, and Five-Year Plan: Describe how your selected strategy or strategies will be used over the next five years and how you will integrate specific media elements at each stage.

A. Illustrate a plan to apply the strategy you feel will be most successful for year 1, year 3, and year 5, explaining why you chose to apply this strategy in this way.

B. Define the media opportunities you will elect to use at each stage (1, 3, and 5) and explain why you are choosing to use these media opportunities in specific ways at each stage of the plan. Provide examples and reasoning.

Milestones Final Project Milestone One: SWOT Analysis In Module Three, you will conduct a SWOT analysis for your chosen sport organization, individual, team, or facility, building on the research you conducted on the 4 C’s in Module Two. This milestone will be graded with the Milestone One Rubric. Final Project Milestone Two: Consumer Analysis In Module Five, you will complete a consumer analysis for your chosen sport organization, individual, team, or facility. You will identify the primary consumers, customers, or followers of your selection, and the consumer audience you hope to reach with the new opportunity you identified in Milestone One. This analysis will become part of your final project, the Opportunity and Consumer Analysis, due in Module Seven. This milestone will be graded with the Milestone Two Rubric. Final Project Submission: Opportunity and Consumer Analysis In Module Seven, you will submit your final 8- to 10-page Opportunity and Consumer Analysis based on the sport organization, team, or facility you have chosen. It should include a high-level (SWOT) analysis, identifying the opportunity you have approached, and should further analyze an aspect of the opportunity from a marketing perspective. The consumer analysis should discuss consumer behavior, trends, and influential factors. Finally, it should outline a one-, three-, and five-year plan that focuses on the marketing strategies you think will best allow you to implement the opportunity you have identified. Be sure to incorporate all instructor feedback from your milestone assignments before you submit the final project. This submission will be graded with the Final Project Rubric.

Final Project Rubric Guidelines for Submission: Your Opportunity and Consumer Analysis should adhere to the following formatting requirements: 8–10 pages, double-spaced, using 12-point Times New Roman font, one-inch margins, and the latest edition of the APA manual for formatting and citations.

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value Marketing Focus:

Selection Meets “Proficient” criteria and explanation shows superior knowledge of the selection

Explains in detail the role the selection plays in the greater sport industry and community

Explains the role the selection plays in the greater sport industry and community, but explanation lacks detail

Does not explain the role the selection plays in the greater sport industry and community

4

Marketing Focus: SWOT

Meets “Proficient” criteria and demonstrates mastery of SWOT analysis

Identifies the strengths, weaknesses, opportunities, and threats facing the selection and its form of marketing

Identifies the strengths, weaknesses, opportunities, and threats of the selection and its form of marketing, but with inaccuracies or gaps in detail

Does not identify the strengths, weaknesses, opportunities, and threats of the selection and its form of marketing

5.75

Marketing Focus: Opportunity

Meets “Proficient” criteria and demonstrates keen insight into potential benefits of marketing opportunities for sport campaigns

Expands upon and defends the potential benefit of one opportunity, identified during the SWOT matrix, for the selected facility, individual, or organization of focus

Expands upon and defends the potential benefit of one opportunity, identified during in SWOT matrix, for the selected facility, individual, or organization of focus, but explanation lacks accuracy or detail

Does not expand upon and defend one opportunity identified during the SWOT

5.75

Marketing Focus: Current Strategies

Meets “Proficient” criteria and demonstrates a sophisticated ability to distinguish successful strategies

Assesses the extent to which the current marketing strategies are sufficient for reaching the intended demographic audience

Assesses the extent to which the current marketing strategies are sufficient for reaching the intended demographic audience, but assessment lacks detail or accuracy

Does not assess the extent to which current marketing strategies are reaching the intended audience

5.75

Marketing Focus: Media

Meets “Proficient” criteria and demonstrates expertise regarding audience traits and successes of media opportunities

Compares the media currently used to communicate with and market toward the current consumers, with specific detail regarding unique attributes and historical success

Compares the media currently used to communicate with and market toward the current consumers, but comparison lacks accuracy or specific detail regarding unique attributes and historical success

Does not compare the media currently used to communicate with and market toward the current consumers

7.66

Consumer Analysis: Demographic

Meets “Proficient” criteria and demonstrates in-depth knowledge of demographical information

Describes in detail the demographics of the targeted consumers

Describes the demographics of the targeted consumers, but with gaps in accuracy or detail

Does not describe the demographics of the targeted consumers

5.75

Consumer Analysis: Motivations

Meets “Proficient” criteria and makes cogent connections between consumer behavior and motivation

Analyzes the behavior of the targeted consumers to identify their primary motivations

Analyzes the behavior of the targeted consumers, but analysis lacks details, or identified primary motivations are not a logical extension of the analysis

Does not analyze the behavior of targeted consumers to identify their primary motivations

5.75

Consumer Analysis: Political Environment

Meets “Proficient” criteria and demonstrates keen insight into the influence of the political environment on consumer behavior

Analyzes the current political environment at the geographical level appropriate for the facility, individual, or organization of focus for its influence on the new consumer audience

Analyzes the current political environment for its influence on the new consumer audience, but analysis lacks relevancy of geographic level, detail, or accuracy

Does not analyze the current political environment for its influence on the new consumer audience

5.75

Consumer Analysis: Social and Cultural

Meets “Proficient” criteria and demonstrates keen insight into the cultural and social influences of consumers

Describes the social and cultural aspects that influence the new consumer audience, illustrated with examples

Describes the social and cultural influences, but description lacks specificity to the new consumer, accuracy of claims, or illustrative examples

Does not describe social and cultural influences

5.75

Consumer Analysis: Available Media

Meets “Proficient” criteria and shows mastery of determining successful media options for specific audiences

Compares available media opportunities to identify aspects that may impact success with the new consumer audience

Compares available media opportunities to identify aspects that may impact success with the new consumer audience, but comparison lacks detail or accuracy

Does not compare available media opportunities to identify aspects that may impact success with the new consumer audience

7.66

Proven Strategies: Similar

Meets “Proficient” criteria and demonstrates mastery of illustrating marketing concepts

Explains how a successful strategy was applied to a similar marketing situation and subject, illustrating with examples

Explains how a strategy was applied to a marketing situation and subject, but strategy was not successful, situation was not similar, or examples were not illustrative of the application

Does not explain how a strategy was applied to a similar marketing situation and subject

5.75

Proven Strategies: Different

Meets “Proficient” criteria and demonstrates keen insight into how strategies are successfully applied at different levels

Explains how a successful strategy was applied to a marketing situation aimed at a different geographic level than the selected focus, illustrated with examples

Explains how a strategy was applied to a marketing situation aimed at a different geographic level than the selected focus, but strategy applied was not successful in the cited case, example used is not illustrative of the application, or claims made are inaccurate

Does not explain how a strategy was applied to a marketing situation aimed at a different geographic level

5.75

Proven Strategies: Application

Meets “Proficient” criteria and demonstrates keen ability to distinguish successful strategies for specific sport marketing purposes

Assesses the extent to which each of the previously identified strategies used in other campaigns would work for the selected facility, individual, or organization, with examples and logical details

Assesses the extent to which each of the previously identified strategies used in other campaigns would work for the selected facility, individual, or organization, but assessment lacks logical details, examples, or clarity

Does not assess the extent to which each of the previously identified strategies would work for the selected focus

5.75

Proven Strategies: Defend

Meets “Proficient” criteria and demonstrates mastery of marketing strategy concepts selection

Defends the selection of a relevant, proven strategy appropriate for application to the chosen campaign

Defends the selection of a strategy for application to the chosen campaign, but strategy is unproven, irrelevant, or otherwise inappropriate, or defense of strategy lacks logic or detail

Does not defend the selection of a strategy for application to the chosen campaign

5.75

One-, Three-, and Five-Year Plan:

Illustrate

Meets “Proficient” criteria and demonstrates masterful application of marketing strategies with future planning in mind

Illustrates how and why the selected strategy will be implemented during years 1, 3, and 5, with examples

Illustrates how and why the selected strategy will be implemented during years 1, 3, and 5, but illustration lacks detail or examples

Does not illustrate how and why the selected strategy will be implemented during years 1, 3, and 5

5.75

One-, Three-, and Five-Year Plan: Media

Opportunities

Meets “Proficient” criteria and demonstrates keen insight into the application of media opportunities with future planning in mind

Defines media opportunities for use in years 1, 3, and 5, with examples and reasoning

Defines media opportunities for years 1, 3, and 5, but definition lacks detail, reasoning, or examples

Does not define media opportunities in years 1, 3, and 5

7.68

Articulation of Response

Submission is free of errors related to citations, grammar, spelling, syntax, and organization, and is presented in a professional and easy-to- read format

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

4

Total 100%