5-2 Final Project Milestone Two: Consumer Analysis Assignment

SPT 208 Milestone Two Guidelines and Rubric

Overview: For this milestone, due 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. Prompt: First, read Chapters 11, 12, and 15, and refer to Chapters 4 and 5 for a review of market research and targeting. Next, complete a Consumer Analysis by identifying a new audience that you hope to reach for your chosen sport organization, individual, team, or facility. Specifically, the following critical elements must be addressed:

• What are the demographics of the audience that you want to reach? Be sure to address their location, economics, culture, race, gender, and age, as appropriate.

• What are the primary behavioral motivations for these consumers? Explain. • How does the current political environment (local, national, or global) influence your new audience? • What social and cultural aspects influence these consumers? Provide examples. • What are two available media channels that you would choose for communicating with this new audience and why?

Be sure to incorporate instructor feedback on your Consumer Analysis into your final project, the Opportunity and Consumer Analysis.

Rubric Guidelines for Submission: Milestone Two should be 2–3 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. Please note that the grading rubric for this milestone submission is not identical to that of the final project. The Final Project Rubric will include an additional “Exemplary” category that provides guidance as to how you can go above and beyond “Proficient” in your final submission.

Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value Demographics 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

18

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

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

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

18

Political Environment 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 lacks relevancy of geographic level, detail, or accuracy

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

18

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

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

Does not describe social and cultural influences

18

Available Media 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 new consumer audience

18

Articulation of Response

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

10

Total 100%