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SPT 208 Final Project Guidelines and Rubric Overview .docx

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SPT 208 Final Project Guidelines and Rubric
Overview
Marketing and advertising are often used interchangeably, yet
through...
artifact to include in your program portfolio, as it will highlight
your ability to recognize consumer
characteristics and...
opportunity.
Specifically, the following critical elements must be addressed:
I. Marketing Focus: Select a sport team, ind...
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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 Foc.

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 Foc.

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SPT 208 Final Project Guidelines and Rubric Overview .docx

  1. 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
  2. 2. 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
  3. 3. 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?
  4. 4. 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.
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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% SPT 208 Final Project Guidelines and RubricOverviewPromptMilestonesFinal Project Rubric Running Head: CONSUMER ANALYSIS FOR COLLEGE SPORTS 1 CONSUMER ANALYSIS FOR COLLEGE SPORTS 4
  22. 22. Consumer Analysis for College Sports Antonio McClan SNHU Question 1: What are the demographics of the audience that you want to reach? The sports organization that I work for is an organization that is fascinated with sports and has come up with an approach to sponsor sports activities, especially in colleges where sports takes talented players to places. We are locating any form of college, both public and private. The college might be owned by a European, an American, an African American or an Asian. The college can be a new one or one that has been in existence for years. We wouldn't mind accepting the colleges that have a lot of students or fewer concerning the minimum number of students that are available in the colleges. The distance from our headquarters is not a factor that would change our minds not to accept any college; instead, we would work with them just as the one that might be located in the same state as us. Question 2: Explain the primary behavioral motivations for these consumers? The participating institutions that will be part of our program will encounter some benefits. First, these institutions will get to
  23. 23. be part of the NCAA, which will come with some other benefits. The schools will be receiving revenue from our programs to support the college athletes that will be present in these institutions. These funds could be extra or will be increasing with time as our organization keeps on growing. Furthermore, our organization will be providing additional services to the colleges; by this, I mean that we will be in charge of branding the college jerseys. They will be further motivated by funding the colleges to travel to other states to participate in friendly matches with other colleges that are also part of the program. Additionally, Colleges that will be found not caring for the athletes will be punished by the termination of contract or other punishment. This will encourage them to use the funds that we provide for the athletes adequately. The athletes will be medically insured so that when they get injured, their medical cover will be available to ensure that they are well taken cared off until they recover. The colleges will also be responsible for ensuring that the conduct of the athletes is commendable and also ensuring that their grades are well monitored to be the grade C and above. The colleges will be accountable for the athletes so that they would be on the safe side with the organization. Question 3: How does the current political environment (local, national, or global) influence your new audience? We are almost in the on-peak of political activities, and various politicians have pitched on funds as well as other activities that would make the college sports advertisement and recruitment success. Most politicians are from the national governments who have to influence the customers to join and participate in these programs since they are shareholders. They do this to attract more people to be on the right side with them. However, they help us reach a broader market, and therefore, we get to receive more customers from a more inclusive environment. The local political situation, on the other hand, participates by bringing the customers to our doorstep personally, since these are customers that had promised to help who are not well off in
  24. 24. their activities as colleges and would want to grow into large institutions. Question 4: What social and cultural aspects influence these consumers? Provide examples. Colleges, unlike other institutions, want to be realized by the public, so that they would get more students to join them. In this case, they would want this type of program to run in their institutions because it would increase their social well-being, which is the aim of many institutions. Moreover, the colleges would want to maintain their culture of always being on top, or striving to be on the top at something. In this case, if not the sports, they might get a student that will end up making history in the school, thereby raising the school to the glory which they have always wanted. The need to be recognized would also be possible since this program comes with the aim of increasing the sports season from one to two which will improve their social interaction with other schools, therefore, learning a thing or two. Question 5: What are two available media channels that you would choose for communicating with this new audience and why? It is evident that in the today world, social media is a platform that can reach the furthest and smallest corner of the world. Using social media would guarantee the organization the great environment that they require. In the social media platform, there exist Facebook, Twitter, Instagram, YouTube, among others, where every college can be accesses and advertisements posted for the public to see. The other channel that I would use is televisions which also have a wide range of viewers from all over the nation, and here, we can form advertisement that will attract the attention of both private and public colleges. This will attract most universities that want to be noticed for future success.
  25. 25. SWOT Analysis Template : College Sports Strengths Weaknesses Opportunities Threats Part of NCAA Revenue for each schools Branding of college gear Lack of support Misconduct Losing players Sports with 2 season More schools can join Traveling to compete Not caring for athletes (paying) Injuries Keeping the financial obligation

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