Project Milestone Three: Draft of Marketing Strategy (Section IV)

SPT 608 Milestone Three Guidelines and Rubric

Overview: The final project for this course will give you a chance to develop a sport marketing plan for a product or service supplied by an existing sport organization. Your marketing plan will include a specific goal for the product or service, market analysis, organization analysis, marketing strategy, and evaluation plans.

Prompt: In this milestone, you will submit a draft of the Marketing Strategy section. You will propose a marketing strategy for the price, placement, and promotion of your product or service, based on your analyses of the previous two sections (Sections II and III). This is where the key details of your marketing plan will be communicated to stakeholders. Your strategy must be supported by your market research.

Specifically, the following critical elements must be addressed:

IV. Marketing Strategy: In this section of the project, you will propose a marketing strategy for the price, placement, and promotion of your product or service, based on your analyses of the previous two sections. This is where the key details of your marketing plan will be communicated to stakeholders. Remember that your strategy must be supported by your market research.

A. Product 1. Describe the key attributes of your sport product or service that make it a value for consumers. Support your position with research.

Consider the following within your description: What are the features that are both appealing to consumers and different from competitors’ products? Why should consumers purchase this product instead of the competitors’ products?

B. Price 1. Analyze the pricing standards of the industry for comparable products or services. 2. Propose a pricing structure for your product or service. Justify the pricing based on your analysis of comparable products or services.

C. Place 1. Analyze the current distribution channels for comparable products or services, including the prominence of online buying within the

industry. 2. Propose a placement and distribution structure for your product or service. Justify the structure based on your analysis of current

distribution channels within the industry. D. Promotion

1. Propose a high-level promotion and advertising strategy for your product or service, including how you plan to attract new customers and retain existing customers. Support your strategy with specific examples.

2. Explain what social media campaigns will be part of your strategy. Justify your strategy with research. 3. Explain what promotional events will be part of your strategy. Justify your strategy with research. 4. Explain what sponsorship activation will be part of your strategy and how this will be communicated to potential customers. Justify your

strategy with research. 5. Create a sample timeline of promotional events for the first three months of launching the product or service, including an explanation

of how these events will be communicated to potential customers.

Rubric Guidelines for Submission: Your paper must be submitted as a 2- to 3-page Microsoft Word document with double spacing, 12-point Times New Roman font, one-inch margins, and at least three sources cited in APA format.

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

Marketing Strategy: Product: Key Attributes

Describes the key attributes of the sport product or service that make it a value for consumers with support from research

Describes the key attributes of the sport product or service that make it a value for consumers, but description is cursory or not supported with research

Does not describe the key attributes of the sport product or service that make it a value for consumers

9

Marketing Strategy: Price: Pricing Standards

Analyzes the pricing standards of the industry for comparable products or services

Analyzes the pricing standards of the industry for comparable products or services, but analysis is cursory or illogical

Does not analyze the pricing standards of the industry for comparable products or services

9

Marketing Strategy: Price: Pricing Structure

Proposes a pricing structure for the product or service based on analysis of comparable products or services

Proposes a pricing structure for the product or service, but pricing is not based on analysis of comparable products or services

Does not propose a pricing structure for the product or service

9

Marketing Strategy: Place: Distribution Channels

Analyzes the current distribution channels for comparable products or services, including the prominence of online buying within the industry

Analyzes the current distribution channels for comparable products or services, including the prominence of online buying within the industry, but analysis is cursory or illogical

Does not analyze the current distribution channels for comparable products or services

9

Marketing Strategy: Place: Placement and Distribution

Structure

Proposes a placement and distribution structure for the product or service based on analysis of current distribution channels within the industry

Proposes a placement and distribution structure for the product or service, but structure is not based on analysis of current distribution channels within the industry

Does not propose a placement and distribution structure for the product or service

9

Marketing Strategy: Promotion: Promotion and

Advertising Strategy

Proposes a high-level promotion and advertising strategy for the product or service, including plans to attract new customers and retain existing customers

Proposes a high-level promotion and advertising strategy for the product or service, including plans to attract new customers and retain existing customers,

Does not propose a high-level promotion and advertising strategy for the product or service

9

but proposal is cursory or illogical

Marketing Strategy: Promotion: Social Media

Campaigns

Explains what social media campaigns will be part of the strategy with justification from research

Explains what social media campaigns will be part of the strategy, but explanation is illogical or is not aligned with market research

Does not explain what social media campaigns will be part of the strategy

9

Marketing Strategy: Promotion: Promotional

Events

Explains what promotional events will be part of the strategy with justification from research

Explains what promotional events will be part of the strategy, but explanation is illogical or is not justified with research

Does not explain what promotional events will be part of the strategy

9

Marketing Strategy: Promotion: Sponsorship

Activation

Explains what sponsorship activation will be part of the strategy and how this will be communicated to potential customers with justification from research

Explains what sponsorship activation will be part of the strategy and how this will be communicated to potential customers, but explanation is illogical or is not justified with research

Does not explain what sponsorship activation will be part of the strategy

9

Marketing Strategy: Promotion: Timeline of

Promotional Events

Creates a sample timeline of promotional events for the first three months of launching the product or service, including an explanation of how these events will be communicated to potential customers

Creates a sample timeline of promotional events for the first three months of launching the product or service, including an explanation of how these events will be communicated to potential customers, but timeline is illogical or explanation is cursory or illogical

Does not create a sample timeline of promotional events

9

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%

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