Goal: Students will prepare a marketing plan for a sports team or organization. The purpose is for students to apply and synthesize the material presented on sport marketing during the semester so that they understand marketing principles applied to the sport environment.
Provide a detailed description of the product or brand and the entities it is a part of.
Define the marketplace and the various segments that you wish to reach in that market in regard to customers and corporate partnerships. Be specific in stating how wants and needs are being met.
Present a SWOT analysis for the idea.
Describe the product and its extensions. Create a matrix for product positioning using price and level of excitement and price and level of performance in comparison with other sport products in the market.
Discuss strategy for pricing of tickets, concessions, and sponsorships.
Present promotions that will be used to create awareness and increase the value of the experience.
Explain how and where advertising will take place.
Give personal selling strategies.
Explain which and how promotions will reach various segments.
Have season-long in-game promotions for halftimes and time-outs when applicable.
For game promotions, include the contest that the promotion will be used for. You should have a promotion for all home games.
Present the public relations strategies to be used.
Format Requirements: The paper is to be clear and concise, and students will lose points for improper grammar, punctuation, and spelling. The paper is to be no shorter than 10 pages nor longer than 15 pages in length (typed, double-spaced) excluding the title, abstract, and references page. A minimum of 7 references is required. Students will automatically lose points if these guidelines are not followed. All journal articles, media, and books should be referenced according to APA style (the library has a copy of the APA Manual).