Sport marketing management

Graduate Program

Assessment Brief

Academic Year 2019-2020

MSP301 SPORTS MARKETING MANAGEMENT

FINAL ASSESSMENT: WRITTEN FINAL EXAM

This Assessment is a 24-hour written submission exam. It is worth 60% of the final course grade. The responses to the questions must be uploaded to a Turnitin folder created on the course Moodle platform. After the exam is uploaded, you will be allowed 24 hours to answer the questions. After 24 hours the exam will be closed. Students are required to provide a comprehensive analysis in this assessment by drawing on the various theories and cases covered during this course and through their own research. Student answers must illustrate flow and progression of ideas through critical and independent thought.

REQUIREMENTS

INSTRUCTIONS

Exam Structure: 6 Short Essay Questions and 1 Case Study Structure of Work

• Clear essay structure where the body of analysis addresses all topics addressed in the

question.

• Use appropriate concepts, theories, and models to support your statements. Also use facts

and figures when necessary.

All answers must be supported with relevant academic underpinning.

GRADING

• 60% of final mark

o Question 1 – 10 points o Question 2 – 10 points o Question 3 – 10 points o Question 4 – 10 points o Question 5 – 10 points o Question 6 – 10 points o Case Study 1 – 40 points

Graduate Program

Assessment Brief

Academic Year 2019-2020

EXAM QUESTIONS:

Short Essay Questions:

1. Discuss three important roles marketing plays in the sports industry. (10 points) 2. Discuss the difference between direct and indirect sports consumption. (10 points) 3. Discuss why it is important to understand sports spectators as consumers. (10

points) 4. Discuss the concept of market segmentation and why spectators of sporting events

should be segmented. (10 points) 5. Beyond the potential for growth, discuss the other purposes of brand extensions. (10 points) 6. Discuss what role athletes play in brand management. (10 points)

Case Study Please read the case below and answer the following three questions:

1. Discuss if the East Coast Lifestyle brand is symbolic to a wide audience? (10 points) 2. Analyze and discuss how the East Coast Lifestyle brand can expand. Does it have global potential? Why or why not? (15 points) 3. Discuss how the brand should be marketed and sold in the future. Should the company consider online presence only, licensing through sport’s retail stores, East Coast Lifestyle specialty stores, or a mixed mode of distribution? Support your answer with relevant theory and/or models. (15 points)

Anchors away: The East Coast Lifestyle branding story

Graduate Program

Assessment Brief

Academic Year 2019-2020

Graduate Program

Assessment Brief

Academic Year 2019-2020

Graduate Program

Assessment Brief

Academic Year 2019-2020

Graduate Program

Assessment Brief

Academic Year 2019-2020

SUBMISSION INSTRUCTIONS

The work must be uploaded on the appropriate Turnitin folder created by the course Lecturer

on Moodle.

The title of the student's submitted file should contain the following information:

– Name of this course

– Name of the Faculty Member

– Student's full Name

– Student ID number

– Title of this assignment

It is necessary to consult research material to successfully complete this assessment. Please note that material consulted must be well referenced. If your answers are not well-reasoned and your sources are not well-cited (Harvard style), plagiarism penalties may apply. Please see EUBS’s recommendations for avoiding plagiarism, located in Master’s and MBA Student Guidelines. Academic honesty is one of the guiding principles of this course and this means that students must acknowledge all their sources through correct citation and by using the Harvard referencing system.