MKT 373 Sports Marketing GCU Full Course
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MKT 373 Sports Marketing GCU
Full Course
MKT 373 Full Course Discussions GCU
MKT 373 Topic 1 DQ 1
Sports marketing is a specific niche within the marketing
industry. Conduct research using industry sources such as the Sports Business Journal and find an
article that illustrates how today’s sports marketers are focusing on new
niches within the sports industry as they attempt to grow a specific brand,
team, or sport through gaining new fans. Post a link to the article and
summarize the strategy the sports marketer is using to sell the brand, team, or
sport. Discuss whether or not you think the strategy is effective and provide
specific reasons to support your opinion.
MKT 373 Topic 1 DQ 2
The sports marketing industry is extremely competitive, and to
be successful you must develop your networking skills and gain practical
experience through volunteering and completing internships. To learn more about
the skills employers’ desire, conduct research related to sports marketing
internships. Using Appendix A in the textbook and your own research, read the
postings for at least five different internship positions. Discuss what appear
to be the most common types of jobs available along with the five most
important essential skills and responsibilities associated with the positions.
Based on what you viewed in the internship postings, how important is it to
have skills in the following areas?
Sales and revenue generation
Data analytics
Use of technology and social media
Discuss reasons you believe these skills are or are not critical
to your future success as a sports business professional.
MKT 373 Topic 2 DQ 1
The term ambush marketing was first coined in conjunction with
the 1984 Olympics. Since then, ambush marketing has become part of the sports
business landscape. Recently, major events such as the Olympic Games,
Wimbledon, the Super Bowl, and many others have taken action to try to stop
ambush marketers from overshadowing sponsors who have paid hefty prices for the
right to the advertising marquees at these major events. The International
Olympic Committee has even passed legislation known as “Rule 40” in an effort
to curtail ambush marketing. Using the Topic Materials and your own research,
discuss the pros and cons of ambush marketing. Share your opinions about the
purpose and value of ambush marketing and support your stance using the Topic
Materials and your own researched examples.
MKT 373 Topic 2 DQ 2
Dynamic pricing or surge pricing refers to the setting of prices
for a good or service based on demand at the moment meaning that during times
of high demand organizations raise its prices, often drastically. Dynamic
pricing has helped maximize revenue but many customers feel companies are
profiteering and exploiting its customer base. Please find a specific
example of a team or brand that uses dynamic pricing a share your thoughts with
a relevant example?
MKT 373 Topic 3 DQ 1
Research a real-life case of sponsorship failure in the sports
business industry. Include links to the related research along with a summary
of why the sponsorship failed. Discuss specifically what caused the failure and
include your ideas about how the sponsorship could have been structured
differently so it could have been successful. If, in your opinion, there was no
opportunity for sponsorship success, explain why and offer an alternate sponsor
and explain why working with that sponsor that might have produced better end
results.
MKT 373 Topic 3 DQ 2
Your assignment in this topic was to develop a sponsorship sales
deck to obtain sponsors for an event of your choice. After taking time to
practice your sales pitch, record your pitch and post the link in the Main
Forum for peer review. View your classmates’ pitches and provide constructive
feedback about ways they can improve their presentation to potential sponsors.
MKT 373
Topic 4 DQ 1
Read “8 Ways Analytics Are Changing Pro Sports,” and
“Innovations in Sports Analytics: Marketing & In-Game Experiences” from the
Topic Materials. Which of the analytics strategies profiled in the articles do
you believe will have the most influence on the sports industry? Discuss how
this analytics strategy impacts the sports marketing landscape?
MKT 373 Topic 4 DQ 2
With data analytics playing a role in everything from marketing
to fans to player selection, there are many ethical issues that can arise in
relation to the collection and use of data. Using an industry publication such
as the Sports Business Journal ,
research a current ethical issue associated with sports and analytics.
Summarize the ethical dilemma and share your opinions about how this dilemma
should be addressed. Provide links to relevant articles and support your
opinions with ideas, facts, and examples.
MKT 373 Topic 5 DQ 1
Social media is one of the most important ways that team,
organizations, and brands connect with fans. Athletes play a major role in the
social media landscape, with their posts, comments, photos, and videos often
accessed by millions of fans. How can posts by individual athletes directly
impact teams, organizations, and brands in positive and negative ways? Provide
specific examples to illustrate your opinions. Discuss the challenges athlete
social media activity poses for sports marketing professionals, and ways that
organizations can proactively address potential situations.
MKT 373 Topic 5 DQ 2
Social media offers aspiring sports marketing professionals many
opportunities to interact with industry professionals through a wide range of
groups, discussion forums, and online organizations. Using resources such as
LinkedIn or the North American Society for Sports Management, locate two or
three groups or discussion forums of interest to you. Post the links to each
along with a brief summary of how other students can use the sites to interact
and network with industry professionals.
MKT 373 Topic 6 DQ 1
Read “5 Ways the Sports Marketing Industry Is About to Change
Forever” from the Topic Materials. Using data analytics, advertisers now have
much more timely information about the effectiveness of athlete endorsers. In
your opinion, how will analytics and social media directly impact the way
endorsement deals are designed and how much athletes may be paid for product
endorsements in the future? Support your ideas with reasons, facts, and
examples from the Topic Materials and your own research.
MKT 373 Topic 6 DQ 2
Create a list of five pros and cons associated with using
athletes to endorse products or services. As a sports marketing professional,
what are some specific strategies you can take to capitalize on the pros and
minimize the risks of the cons associated with using athlete endorsers? When
structuring an endorsement contract, how can you ensure that you get the
maximum benefit from the endorsement? What contractual elements would you
include related to risks?
MKT 373 Topic 7 DQ 1
The marketing strategy of corporate naming rights for sports
venues is a fairly recent strategy in the sports business landscape. Imagine
you are on the marketing team for a minor league team that will be moving to
your city. You have been tasked with generating revenue for the team through
the sale of stadium naming rights. Based upon what you learned from the Topic
Materials, compose a one-paragraph pitch to persuade a local company that
naming rights are worth the hefty price tag. Post your pitch to the Main Forum.
Provide your peers with constructive feedback about ways to improve their
pitch.
MKT 373 Topic 7 DQ 2
Why would a company want to do naming rights, please list three
tangible and three intangible pieces of a naming rights deal?
MKT 373 Topic 8 DQ 1
Using an industry resource such as the Sports Business Journal , research a current issue or controversy
related to sports products, endorsements, or sponsorships. Provide a link to
the article along with a one paragraph summary. Share our opinion about how the
issue or controversy should be resolved. Use the topic materials, what you have
learned in the course, and your own outside research to formulate and support
your opinion about the situation.
MKT 373 Topic 8 DQ 2
As part of your CLC assignment, you developed a PowerPoint
presentation related to the rebranding of team merchandise. Record the
presentation you would make about the rebranding plan to team stakeholders and
decisions makers and post the link in the Main Forum. Provide your peers with
feedback about the effectiveness of their presentation.
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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