MKT 373 Full Course Assignment GCU

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MKT 373 Full Course Assignment GCU

MKT 373 Topic 1 Fan DNA

Details:

Understanding consumers and creating sports marketing directed specifically at sports fans helps teams and brands generate revenue. Through studying “Fan DNA” you can devise marketing strategies that target the consumer, create competitive advantage in the marketplace, and ultimately increase the return on investment for teams and brands.

Begin by viewing Repucom’s “Fan DNA” video from the Topic Materials. Next, view the Infographic, “2013 Sports Fan Demographics” and read “A Demographic Profile of League and Team Fans” in the Topic Materials. From these and the other topic sources, you can see that there is a wide range of information and categories you can use to develop the profile of a typical fan.

For this assignment, select a major sports team and research its Fan DNA. Your goal is to do the following in a 500-750 word paper.

Identify the Fan DNA by summarizing it as a specific consumer profile associated with the team. Site the resources you used to compile the information within the profile.

List three marketing ideas you could apply to consumers within this sports marketing niche with the goal of creating competitive advantage and a return on investment for the team.

Explain how incorporating each idea could create competitive advantage for the team and provide a return on investment (i.e., through increased sales of tickets, merchandise, etc.) while meeting the needs of consumers who fit the Fan DNA profile.

Prepare this assignment according to the guidelines found in the APA Style Guide, located in the Student Success Center. An abstract is not required.

This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectation for successful completion.

You are required to submit this assignment to Turnitin. Please refer to the directions in the Student Success Center.

MKT 373 Topic 3 Sponsorship Sales Deck

Details:

Sponsors are critical to the success of most sports events because they are one of the major means of generating revenue, both monetary and through “in kind” donations. The ability to obtain sponsors is a critical skill, and the ability to effectively pitch your team, organization, or event to potential sponsors will help to ensure your success in the sports marketing business.

For this assignment, select the team of your choice and create a sponsorship sales deck that you can use to pitch your team to potential sponsors. The presentation should be completed as a PowerPoint presentation of 8-12 slides, so it can be easily shared with potential sponsors. The presentation should include the following information. For each slide, be sure to include relevant talking points in the notes section of the slide.

Team name and related graphics

Team overview: Provide specific team information including: (a) number of events per year, (b) average attendance including annual tickets sales, and (c) Fan DNA (demographics).

Team venue and related graphic

Differentiator: Explain what makes your team a unique sponsorship opportunity for the potential sponsor to engage with fans and the local community. Include information about the event target market to establish how sponsorship can connect the company to potential customers.

Sponsorship opportunities: Include the benefits that the team can provide to the sponsor along with what you are seeking from the sponsor as part of the partnership. Discuss varying types and levels of sponsorship available and the benefits sponsors will receive for participating at specific sponsorship levels. Include detailed slides related to the following, as applicable: (a) on-site sales opportunities; (b) product/category exclusivity; (c) sponsor benefits including television, radio, and newspaper exposure, website visits, complimentary tickets, hospitality, and access to special events; (d) marketing opportunities both on and off site; (e) cosponsor promotional activities; (f) consumer and trade promotions; (g) list of other sponsors; and (h) sponsorship term (annual, 2-year, 3-year, etc.).

Branding specifics: Include details about how the sponsor will be recognized through signage, promotional materials, and during the event.

Fees and payment terms/schedule including sponsorship fee, value in kind, promotional fees, signature, literature, printing, creative/production costs, equipment, merchandising, etc.

Call to action: Tell the potential sponsor how to become involved with your team and offer them a specific option for collaborating with you. Provide contact information for the team marketing professional.

Once you have completed your sponsorship deck, practice your pitch so you can be well prepared to share it with your peers.

APA format is not required, but solid academic writing is expected.

This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectation for successful completion.

You are not required to submit this assignment to Turnitin.

MKT 373 Topic 4 Data Analytics and Marketing Case Study

Details:

Analytics are play a significant role in the world of sports business. From the selection of players to the way teams market to fans and the way concessions are sold, nearly every facet of sports relies on data analytics to generate revenue and create a positive return on investment for teams, organizations, and brands.

For this assignment, you will research how a specific team, organization, or brand uses data analytics as part of the marketing process. In a 750-1,000 word paper, summarize the data collection techniques used and how that data collection has contributed to the team, organization, or brand’s marketing strategy. Provide examples of specific marketing decisions the team, organization, or brand has made based on what they learned from analyzing available data. Include discussion of how the target audience reacted to these marketing strategies and the challenges of measuring the costs and return on investment associated with data analytics. Finally, share your opinion about the marketing strategies that were employed based on the available data analytics, and discuss whether or not you believe similar data driven marketing strategies could be applied across the sports business landscape. Cite at least two outside resources in your paper.

Prepare this assignment according to the APA guidelines found in the APA Style Guide, located in the Student Success Center. An abstract is not required.

This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectation for successful completion.

You are required to submit this assignment to Turnitin. Please refer to the directions in the Student Success Center.

MKT 373 Topic 5 Benchmark Assignment – Social Media Marketing Plan

Details:

Today’s sports marketers use social media as a means for creating competitive advantage for themselves within the sports business landscape. For this assignment, you will develop a social media marketing plan for the sports team, organization, or brand of your choice. Remember the importance of creating a strategy that promotes a consistent message across all platforms and uses a voice that is consistent with the brand being represented. The overall message should support the larger goals of the team, organization, or brand. The plan will include each of the following elements.

Marketing Goals

Target Audience

Message

Social Media Platforms

Scenarios (Positive and Negative)

Audience Influencers

Timeline

Competitive Advantage

Evaluation Metrics

Use the “Social Media Marketing Plan Template” to complete and submit the assignment.

APA format is not required, but solid academic writing is expected.

This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectation for successful completion.

You are not required to submit this assignment to Turnitin.

MKT-373-RS-Social Media Marketing Plan Template.docx

MKT 373 Topic 6 Endorsements Case Study

Details:

Endorsements can have an enormous effect on brand recognition and the marketing strategies that a team, organization, or brand uses to reach its target market. Research athlete endorsers and select two specific examples to compare and contrast. Examine details related to each athlete endorser by summarizing the following in your paper.

Sport with which the athlete is affiliated.

Product the athlete is endorsing.

Ways in which the athlete is endorsing the product.

How much the athlete is being paid to endorse the product.

Role the athlete’s social media presence plays in the endorsement process.

In 750-1,000 words, describe the marketing strategies employed as part of the athlete endorsement. Next, analyze the effectiveness of these strategies and each athlete endorser. Discuss the marketing challenges associated with the athlete endorser (contractual, costs, image, etc.) and the long-term effects of the endorsement deal on the team, organization, or brand. Use data and examples to support your analysis. In your final paragraph, present your opinion about which athlete endorser is most desirable for promoting the specific team, organization, or brand and justify your opinion using research findings.

Prepare this assignment according to the APA guidelines found in the APA Style Guide, located in the Student Success Center. An abstract is not required.

This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectation for successful completion.

You are required to submit this assignment to Turnitin. Please refer to the directions in the Student Success Center.

MKT 373 Topic 7 CLC – Team Merchandising Rebranding Plan

Details:

This is a Collaborative Learning Community (CLC) assignment.

Team merchandising is critical for ongoing revenue generation. For this assignment, you will select the sports team of your choice and rebrand the team merchandise with the goal of increasing sales. Licensing is of key importance when rebranding. As part of your plan, consider the role licensing will play in brand recognition and your marketing strategies. The project will have two parts, a 750-1,000 word written report and a 5-10 slide PowerPoint presentation/pitch explaining the merchandise rebrand. Include relevant talking points in the notes section for each slide in the PowerPoint presentation.

For both the report and presentation, you will need to identify and explain the key components below.

Problem: Explain why you are must rebrand the team’s merchandise.

Rationale: Using data such as Fan DNA (demographics), sales, and information related to brand recognition, justify the necessity for rebranding.

Plan: Provide details about specific steps you will take to rebrand, license, and market merchandise. Focus on finding innovative ways to use technology in the rebranding process.

ROI: Include cost and revenue projections for the plan.

Evaluation: Explain the metrics that will be used to evaluate the success of the merchandise rebranding.

After you have completed the written report and PowerPoint, practice the presentation you would make about the rebranding plan to team stakeholders and decision makers. Ground students will make their presentations to classmates. Online students will record their presentation and receive feedback on it from peers in the Main Forum.

You will submit the assignment at the end of Topic 8.

Prepare this written report portion of the assignment according to the guidelines found in the APA Style Guide, located in the Student Success Center. An abstract is not required.

For the PowerPoint portion of the assignment, refer to the resource “Creating Effective PowerPoint Presentations,” located in the Student Success Center, for additional guidance on completing this assignment in the appropriate style.

This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectation for successful completion.

You are required to submit this written report portion of the assignment to Turnitin. Please refer to the directions in the Student Success Center.

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