Assignment
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La Trobe Business School
SPORT MARKETING MGT1SMK
Subject Learning Guide Semester Two 2016 Bendigo & Melbourne Subject Coordinator: David Lowden Subject Staff: Sandy Hall, Paul Emery, Caroline Pyle
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Table of Contents SUBJECT DETAILS 3
GENERAL DETAILS 3 ENROLMENT REQUIREMENTS 3 STAFF CONTACTS 3 SUBJECT DESCRIPTION 3 SUBJECT INTENDED LEARNING OUTCOMES (SILOS) 3 LATROBE ESSENTIALS ERROR! BOOKMARK NOT DEFINED. GRADUATE CAPABILITIES 3 LEARNING ACTIVITY SUMMARY 4 ASSESSMENT AND FEEDBACK SUMMARY 4 LEARNING RESOURCES 4 STUDENT FEEDBACK ON SUBJECT SURVEY 5
POLICIES, PROCEDURES AND GUIDELINES 5
ACADEMIC INTEGRITY 5 SPECIAL CONSIDERATION 5 EXTENSIONS, LATE SUBMISSIONS AND PENALTIES 6 RULES - COLLEGE/SCHOOL/DISCIPLINE-SPECIFIC INFORMATION ERROR! BOOKMARK NOT DEFINED.
SCHEDULE OF LEARNING ACTIVITIES ERROR! BOOKMARK NOT DEFINED.
SESSION PLAN ERROR! BOOKMARK NOT DEFINED. LEARNING ACTIVITY DETAILS ERROR! BOOKMARK NOT DEFINED. LEARNING ACTIVITY - COLLEGE/SCHOOL/DISCIPLINE-SPECIFIC INFORMATION ERROR! BOOKMARK NOT DEFINED.
ASSESSMENT AND FEEDBACK DETAILS 8
DETAILED GRADING CRITERIA ERROR! BOOKMARK NOT DEFINED. ASSESSMENT AND FEEDBACK - COLLEGE/SCHOOL/DISCIPLINE-SPECIFIC INFORMATION ERROR! BOOKMARK NOT DEFINED. STUDENT LEARNING UNIT (SL) ERROR! BOOKMARK NOT DEFINED. LEARNING MANAGEMENT SYSTEM (LMS) ERROR! BOOKMARK NOT DEFINED. LIBRARY ERROR! BOOKMARK NOT DEFINED. STUDENT SUPPORT SERVICES ERROR! BOOKMARK NOT DEFINED. PEER LEARNING ADVISERS ERROR! BOOKMARK NOT DEFINED. RESOURCES - COLLEGE/SCHOOL/DISCIPLINE-SPECIFIC INFORMATION ERROR! BOOKMARK NOT DEFINED.
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Subject Details GENERAL DETAILS
Subject Code: MGT1SMK Subject Title: SPORT MARKETING
Teaching Period: SEMESTER TWO Location(s): BENDIGO, MELBOURNE
Credit Points: 15 Mode: ON CAMPUS Level: 1
ENROLMENT REQUIREMENTS
Prerequisites: NIL
Co-requisites: NIL
Incompatibles: THS3SMS, THS2SMK
Assumed Skills & Knowledge: NIL
Special Study Requirements: Students with additional needs are encouraged to consult the Equality & Diversity Centre: http://latrobe.edu.au/equality
STAFF CONTACTS
Role Campus Name Email Telephone Room Subject Coordinator Melbourne David Lowden [email protected]
Lecturer & Tutor Bendigo Sandy Hall [email protected]
Tutor Melbourne Paul Emery [email protected]
Tutor Melbourne Caroline Pyle [email protected]
SUBJECT DESCRIPTION This subject examines the marketing of sport organisations (professional and amateur), sport codes, athletes and sport events. The special nature of the sport market will be explored, including understanding the sport consumer. Students will gain skills in the preparation of sport marketing plans and the subject will enable students to develop an appreciation of the marketing tools as they apply to the sport market. SUBJECT INTENDED LEARNING OUTCOMES (SILOS)
Upon successful completion of this subject, you should be able to:
1 Demonstrate an understanding of the role that marketing plays in the generation of revenue for sport organisations and events.
2 Determine the appropriate marketing theory and apply a range of tools and creative strategies to effectively promote and market a professional sport organisation and/or event.
3 Plan and develop a marketing strategy and evaluate its effectiveness in the context of a sport organisation or event’s strategic marketing objectives.
These SILOs can be achieved through actively participating in class and studying the essential readings. It is recommended that students look further than the essential readings to gain a more in-depth understanding of the issues covered by this subject. Furthermore, in order to pass this subject, students must make a legitimate attempt to complete each piece of assessment and achieve a total grade of at least 50%. Non- submission of a piece of assessment will result in a failure to demonstrate sufficient competency in these SILOs and may therefore incur a failing grade for MGT1SMK Sport Marketing. GRADUATE CAPABILITIES
The following Graduate Capabilities (GCs) are evaluated in this subject:
GC GC Point
a Critical Thinking Cornerstone
b Creative Problem-Solving Cornerstone
c Teamwork Cornerstone
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d Writing Cornerstone
e Inquiry/Research Cornerstone
LEARNING ACTIVITY SUMMARY
Learning Activity: Schedule
Lectures Weeks 1-12
Tutorials Weeks 2-12
Further information is available at http://www.latrobe.edu.au/timetable/
ASSESSMENT AND FEEDBACK SUMMARY
Assessment Tasks: Due Date SILOs GCs % Comments
Online Quiz Mondays: Aug 15, Sept 12, Oct 10
1 A 40 Due 12 noon
Sport Marketing Plan Monday, September 5 2,3 A,B,D,E 20 Due 12 noon
Sport Marketing Plan (Parts 1&2) Friday, October 28 2,3 A,B,C,D,E 40 Due 12 midnight LEARNING RESOURCES
Reading Type Title Author and Year Publisher
Required Textbook Introduction to Sport Marketing (2nd Ed)
Smith, A. & Stewart, B (2015) Routledge, London
This textbook is essential to successfully complete the sport marketing plan and the online quizzes. It is available for purchase in the La Trobe Bookshop and limited copies will also be available in the library. Additional readings will also be provided via LMS. SCHEDULE OF LEARNING ACTIVITIES
Session Plan
Session Week Commencing
Topic Readings Tutorial Activity
1 July 25 Introduction to Sport Marketing No Tutorials
2 Aug 1 Sport Markets I Chapters 1 & 2 (+LMS) The Sport Marketing Plan
3 Aug 8 Sport Markets II Chapter 4 (+LMS) Identifying Sport Marketing Opportunities
4 Aug 15 Sport Marketing Strategy Chapter 5 (+LMS) Identifying Consumers
5 Aug 22 Sport Consumers Chapter 3 (+LMS) Case Study: Market Segmentation
6 Aug 29 Case Study LMS Recap: Sport Marketing Plan
7 Sep 5 Sport Products Chapter 6 (+LMS) Case Study: The Sport Product
8 Sep 12 Sport Pricing Chapter 7 (+LMS) Case Study: Ticket Pricing
9 Sep 19 Sport & Distribution Services Chapters 8 & 11 (+LMS) Case Study: The role of ‘place’
MID SEMESTER BREAK
10 Oct 3 Sport Promotion Chapter 9 (+LMS) Case Study: Sport Promotion
11 Oct 10 Sport Marketing Implementation Control Chapter 13 (+LMS) Case Study: Implementing Strategy
12 Oct 17 Sport Marketing & New Media Chapter 12 (+LMS) Recap: Sport Marketing Plan
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STUDENT FEEDBACK ON SUBJECT SURVEY
The Student Feedback on Subjects (SFS) Survey is part of the quality assurance process that occurs across the university. In this survey you are invited to tell us about your learning experiences in this subject. We want you to tell us of your experience in this subject. Your views will be taken seriously and will assist us to enhance this subject for the next group of students. Your feedback will also contribute to the text for ‘Summary of Previous Student Feedback’ below so please take the time to tell us your views. The surveys are anonymous and will be distributed prior to the end of the teaching period.
For information on Student Feedback on Subjects refer to:
http://www.latrobe.edu.au/students/get-involved/speak-up/subjects-teaching
Policies, Procedures and Guidelines
The University has a comprehensive policy framework to which both staff and students must adhere. You should familiarise yourself with those policies, procedures and guidelines likely to affect you especially the following:
• Academic Integrity • Academic Progress • Assessment and Feedback • Extension to Submission Dates • Late Submission of Assessment Tasks • Occupational, Health and Safety [OHS] • Privacy • Special Consideration • Student Charter • Use of Electronic Mail
The relevant policies, procedures and guidelines can be found on the website at: http://www.latrobe.edu.au/policy/
Academic Integrity
Academic integrity means being honest in academic work and taking responsibility for learning the conventions of scholarship. La Trobe University views this seriously as evidenced by the following extract:
Academic honesty is a fundamental principle in teaching, learning, research and scholarship. The University requires its academic staff and students to observe the highest ethical standards in all aspects of academic work and it demonstrates its commitment to these values by awarding due credit for honestly conducted scholarly work, and by penalising academic misconduct and all forms of cheating.
Academic Integrity Procedures (2012, p. 1 of 6)
Academic misconduct includes improper referencing, plagiarism, copying and cheating. You should familiarise yourself with your responsibilities in relation to Academic Integrity and if you have any questions, direct them to your Course Coordinator. Information can be found on the website at http://www.latrobe.edu.au/students/academic-integrity.
All hard copy assignments should be accompanied by the Academic Integrity Assignment Declaration Form available at: http://www.latrobe.edu.au/policy/documents/Assignment-Declaration-Form.pdf
For assistance with referencing visit http://www.latrobe.edu.au/students/learning/academic-integrity/referencing-help
Special Consideration
Special Consideration is the term used to describe a process that applies an equity measure to ensure that where any temporary adverse circumstances beyond the control of a student, that impact negatively on that student’s ability to demonstrate their learning achievement for an assessment task, is taken into account.
Eligibility to apply for Special Consideration does not automatically imply eligibility to receive it. Certain criteria must be satisfied in order to receive Special Consideration.
Please refer to the relevant policies, procedures and guidelines website at: http://www.latrobe.edu.au/policy/
Submission of special consideration applications for assignments, mid-semester tests and final examinations should be made online at: http://www.latrobe.edu.au/special-consideration
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Extensions, Late Submissions and Penalties
There are policies and procedures to guarantee fair, consistent and transparent treatment of late submission of assessment tasks provide equity around extensions to submission dates and penalties associated with not submitting assessment by the due date and time.
The University requires fair, consistent and transparent treatment of late submission of assessment tasks. The procedure for late submission is documented in the Late Submission of Assessment Tasks document (Ref. no. 112027D). It states:
The standard penalty for late submission of assessment tasks is 5% of the marks for that task for each delay in submission of a day or partial day up to a maximum of five (5) working days after the due date. Assessment tasks will not be accepted after the earlier of the following occurrences:
• The fifth (5th) working day after the due date; or • Feedback on the assessment task has been returned to any student by the Teaching Team member.
These penalties apply only to individual assessment tasks worth 15% or more of the total assessment for the subject. Late submission of take home examinations is not permitted.
Submission of special consideration applications for assignments, mid-semester tests and final examinations should be made online at: http://www.latrobe.edu.au/?a=668155.
Please refer to the relevant policies, procedures and guidelines website at: http://www.latrobe.edu.au/policy/
Student Complaint
La Trobe University is committed to an effective complaints handling mechanism for students in line with its policy of creating a harmonious and productive study environment. Feedback stemming from student complaints is a valuable source of information that helps the University improve the quality of its service.
You should lodge a complaint if:
• you are unhappy about something specific in your academic life (eg not enough seating in a lecture, staff not available during office hours, cancelled lectures...)
• you don't think 'the rules' (university policy or procedure) are being followed • a university staff member has been rude or their behaviour to you was inappropriate • you have a dispute about a process used during an appeal • you have reported something to I&O, security or academic staff and you have not received a response after a reasonable amount
of time • you are a victim of bullying or harassment
For more information on student complaint process and to lodge a formal complaint visit: http://www.latrobe.edu.au/students/complaints
Student Learning Unit (SL)
The Student Learning Unit (SL) works closely with teaching staff in the Schools and on the Melbourne and regional campuses to ensure that all La Trobe students – including those from non-English-speaking backgrounds – develop high-level academic speaking, writing, reading, and numeracy skills required for successful learning in their courses. For further information, please see the website at: http://www.latrobe.edu.au/students/learning/
Learning Management System (LMS)
The Learning Management System (LMS) is an Internet based system which allows you access to learning materials and to interact with other students and teaching staff in activities related to your studies from any location with Internet access. Most subjects have a LMS site into which you are automatically added as part of your enrolment into the subject.
The LMS can be accessed at: https://www.latrobe.edu.au/lms/login/ by using your Username and Password provided to you on your Statement of Account. If you are having trouble accessing the LMS or want to find out more about LMS, please see the website at: http://www.latrobe.edu.au/students/it/teaching/lms
Library
Your Library offers many ways to support your study. Play Library Quest lib.latrobe.edu.au/libraryquest to discover more about how we can help, or visit our website and explore these essential resources:
• Achieve@ Uni [latrobe.edu.au/students/support/achieve] – learn important skills needed at university, includes finding and using information in your assessment tasks, referencing, reading, writing and presenting, academic language, and maths skills;
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• Assignment Calculator [latrobe.edu.au/library/assignment-thesis-support/assignment-calculator] – plan your assignment schedule and submit on time;
• Referencing [latrobe.libguides.com/referencing] - understand why and how we reference, includes the four major styles; • Expert Help [latrobe.libguides.com] – provides expert discipline and specialist help; get help here with assessment tasks; • Live chat to library staff [lib.latrobe.edu.au/chat] – live chat for help; during semester hours only;
Student Support Services
If you have special needs due to disability or other factors the Equality and Diversity Centre can provide advice and support. This Centre can be contacted by telephone on (03) 9479 2900 (Melbourne); (03) 5444 7410 (Bendigo); (02) 6024 9628 (Albury-Wodonga); National Relay Service Deaf and Hearing Impaired: T: 133677 (within Australia only). Email: [email protected] or refer to the website at: http://www.latrobe.edu.au/equality/.
Peer Learning Advisers
Peer Learning Advisers (PLAs) are experienced students who can help you with assignment and thesis writing, maths and statistics and other academic skills. PLAs are friendly and approachable and come from many disciplines; e.g. health sciences, business or education. Their drop-in service is available at these campuses: Bundoora, Bendigo, Albury-Wodonga, Mildura and Shepparton. Their timetable is available online: latrobe.edu.au/students/learning/drop-in-learning-support.
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Assessment and Feedback Details Assessment Task Due Date % SILOs Assessed Online Quizzes Monday (August 15, September 12, October 10) 40 1
Submission Details Instructions on how to complete each online quiz can be found in the weekly folder on the subject’s LMS site. The quizzes will be open after the lecture in weeks 3, 7 and 10 and will close the following Monday. Please note: once students have commenced the quiz, they will have sixty (60) minutes to complete the assessment. There will be no exceptions nor extensions granted for late submission. Grading Criteria and Feedback Grades will be available on LMS after the quiz has closed to all students and universal feedback will be made available shortly thereafter. Description of Task There will be three online quizzes that will cover the key chapters of the textbook, additional prescribed readings, lectures and other material. Assessment Task Due Date % SILOs Assessed
Sport Marketing Plan Monday September 5 20 2 and 3
Submission Details Assignments are to be submitted online and instructions can be found on the subject’s LMS site. Please note: assignments should have a computer-generated word count (2,000 words), a table of contents and be free of spelling, grammatical or referencing errors. By submitting the assessment online, students take responsibility for the originality of their work and accept the penalties for academic misconduct. Grading Criteria and Feedback For grading criteria see separate sheets below. Students will receive individual feedback and universal feedback will be made available shortly thereafter. Description of Task Students will develop a comprehensive marketing plan for a professional or semi-professional sport organisation based on the strategic marketing framework discussed in the textbook, lectures and tutorials. Students have been assigned the task as Marketing Manager for either: The Melbourne Mustangs (Australian Ice Hockey League – AIHL). The Mustangs IHC were founded in 2010 and joined the Melbourne Ice in the AIHL a year later. The Western Bulldogs or North Melbourne Kangaroos (Australian Football League – AFL). The Western Bulldogs (as the Footscray Football Club) first fielded a junior side in 1877 and played its first senior game in 1886, while the North Melbourne Kangaroos entered the premiership competition in 1870 and played its first senior game in 1874. Part I of the Sport Marketing Plan is a strategic assessment of the sport organisation and its environment and will demonstrate an understanding of what the chosen sport organisation currently does and identify sport marketing opportunities and/or challenges facing the organisation. Research is the foundation to a successful marketing plan and so, although this is a ‘real-world’ assignment, you are still to correctly reference all sources used, however, you are free to use footnotes if this will help your document ‘flow’. Assessment Task Due Date % SILOs Assessed Sport Marketing Plan (Parts I + II) Wednesday, October 28 40 2 and 3
Submission Details Assignments are to be submitted online and instructions can be found on the subject’s LMS site. Please note: assignments should have a computer-generated word count (5,000 words), a table of contents and be free of spelling, grammatical or referencing errors. By submitting the assessment online, students take responsibility for the originality of their work and accept the penalties for academic misconduct.
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Description of Task Student groups will develop a comprehensive marketing plan for their chosen sport organisation (groups will be assigned by week six) based on the strategic marketing framework. Students will re-evaluate the opportunities and/or challenges identified in Part I and use the feedback provided by the teaching team to refine their previous analysis and support the organisation’s future strategic marketing direction (Part II). The final Sport Marketing Plan is a holistic, integrated document that outlines how your group will market the chosen organisation. Please ensure that the marketing plan clearly explains how the proposed creative strategy and marketing mix is different than the one currently in operation by the sport organisation. Research is the foundation to a successful marketing plan and so, although this is a ‘real-world’ assignment, you are still to correctly reference all sources used, however, you are free to use footnotes if this will help your document ‘flow’. The key to successful group collaboration is communication, time management and performance. Please ensure that all members know their roles and responsibilities, actively contribute to the success of the group and meet regularly to track their progress.
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Assessment Criteria: Sport Marketing Plan (Part I – Identify Sport Marketing Opportunities)
Criteria A (80-100%) B (70-79%) C (60-69%) D (50-59%) Fail (0-49%) Grade
The Sport Organisation: thorough evidence of research to identify the organisation’s mission, vision, key goals and targets, and core consumers (5 marks).
Excellent evidence of research with judicious selection and use of relevant data that demonstrates a balanced and critical assessment of the sport organisation’s business.
Substantial and effective evidence of research with a good selection and use of relevant data that demonstrates an effective assessment of the sport organisation’s business.
Some evidence of research and use of relevant data that demonstrates satisfactory knowledge and assessment of the sport organisation and its business.
Limited use of relevant data and evidence that demonstrates satisfactory knowledge yet delivers a superficial assessment of the sport organisation and its business.
Little evidence of research or use of relevant data that demonstrates no knowledge or understanding of the sport organisation’s business.
External Analysis: a detailed breakdown of the sport organisation’s immediate, secondary and indirect competitors, and an evaluation of the political, economic, socio- cultural and technological forces that might impact the organisation (3 marks).
Sophisticated analysis of the sport organisation’s competitive landscape and the external forces that might impact its success. The analysis is supported by strong and robust evidence and relevant data and the discussion is logical, ideas flow smoothly and statements are effectively articulated.
Substantial evidence and effective use of relevant data to present an assessment of the sport organisation’s competitive landscape and the potential impact of external forces. The analysis is mostly supported by strong evidence and supportive of the conclusions while the links between ideas are generally clear.
Most key evidence has been identified to demonstrate an understanding of the external forces that might impact the sport organisation and its competitive landscape. There is some attempt to use relevant data to support conclusions, yet some statements are unsubstantiated or unclear.
Limited evidence of research and use of relevant data to demonstrate an understanding of the external forces that might impact the sport organisation and its competitive landscape. Some statements are supported by evidence and there is some insight as to how these forces might impact the organisation.
Little evidence of research or use of relevant data to demonstrate an understanding of the external forces that might impact the sport organisation or its competitive landscape.
Internal Analysis: a detailed analysis of the sport organisation’s major strengths and weaknesses, and how its strengths might guide potential opportunities and weaknesses highlight the existence of potential threats (6 marks).
Sophisticated analysis of the sport organisation’s internal strengths and weaknesses. Statements are nearly always supported by strong and robust evidence and set within a logical context. There is excellent evidence of critical thinking, ideas flow
Substantial evidence and efficient use of relevant data that demonstrates an effective understanding of the sport organisation’s internal strengths and weaknesses. Statements are mostly supported by strong and robust evidence and set within a
Most key evidence has been identified to demonstrate an understanding of the sport organisation’s internal strengths and weaknesses. There is some attempt to use relevant data and statements are often supported by evidence and set within a logical context. The analysis demonstrates some sophistication yet some of the links
Limited evidence of research and use of relevant data to demonstrate an understanding of the sport organisation’s internal strengths and weaknesses. While some statements are supported by the evidence and at least one meaningful strategy for the organisation is provided, the links between ideas and strategy need to be
Little evidence of research or an attempt to understand the sport organisation’s internal strengths and weaknesses. Statements are not supported by evidence nor set within an appropriate context. No meaningful attempt to understand the organisation to
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smoothly and the discussion of future strategies is effectively articulated.
logical context. The analysis shows substantial evidence of critical thinking, and the links between ideas and future strategies are generally clearly articulated.
between ideas and future strategies are unsubstantiated or not effectively articulated.
made clearer. determine future strategies.
Recommendations: based on the above analysis, identify at least one key opportunity that the sport organisation can exploit, or a critical challenge it hopes to overcome (4 marks).
Demonstrates a sophisticated understanding of the sport organisation and this is reflected in the selection of multiple opportunities or challenges moving forward. These are fully supported by the evidence and a compelling argument is made for the strategy using marketing concepts and the internal and external analyses.
Demonstrates an in-depth knowledge of the sport organisation and this is reflected in multiple opportunities or challenges moving forward. The evidence mostly supports the recommended actions and marketing concepts are effectively used to make a link between these and the previous analyses.
Demonstrates satisfactory knowledge of the sport organisation and this is reflected in at least one logical and appropriate opportunity or challenge moving forward. The evidence mostly supports these recommendations, yet marketing concepts and the previous analyses could have been better used to justify the course of action.
Demonstrates some key knowledge of the sport organisation that is reflected in at least one logical and appropriate choice of opportunity or challenge moving forward. The evidence sometimes supports recommendations, yet further justification may be required by the use of marketing concepts and links to the previous analyses.
Demonstrates very poor knowledge of the sport organisation and, as such, is unable to present a logical or appropriate opportunity or challenge moving forward.
Presentation: the document is well written, correctly referenced and professionally presented (2 marks).
The document is professionally presented, absent any grammatical errors, is well structured and written and uses a discipline- sanctioned citation method to cite all sources.
The document mostly adheres to the assignment specifications. It is well written, professionally presented and in most cases uses a discipline- sanctioned citation method.
The document adheres to many of the assignment specifications yet there may be errors in grammar, spelling or inappropriate citation of sources.
The document adheres to some of the assignment specifications yet may be poorly presented, written or fails to use a discipline- sanctioned method to cite information sources.
The document does not adhere to the assignment specifications. It may exceed the word limit, be poorly presented, or has major language, grammar or referencing errors.
Total Marks: assignment is worth 20% of total assessment.
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Assessment Criteria: Sport Marketing Plan (Parts I + II – Develop and Implement Sport Marketing Strategy)
Criteria A (80-100%) B (70-79%) C (60-69%) D (50-59%) Fail (0-49%) Grade
The Executive Summary: a brief summary of the sport organisation and key elements of the marketing plan (4 marks).
A thorough, yet brief, summary of the sport organisation that highlights the key elements of the marketing plan and how it meets the organisation’s marketing objectives.
A commendable effort at summarising the sport organisation and how key elements of the marketing plan will meet its objectives.
The summary provided a brief description of the sport organisation and key elements of the marketing plan, yet needed a clearer explanation as to how these elements meet its desired marketing objectives.
Some attempt to summarise the sport organisation and/or the key elements of its marketing plan. The summary needs to better highlight how the plan will meet the organisation’s marketing objectives.
A poor attempt at summarising the sport organisation and/or how the marketing plan’s key elements will meet its marketing objectives.
Strategic Marketing Direction: a revised internal and external analysis of the organisation’s competitive landscape that identifies its key opportunities or challenges and guides the development of marketing objectives and performance measures (4 marks).
Sophisticated analysis of the sport organisation’s competitive landscape and the selection of an appropriate opportunity or challenge moving forward. This analysis is supported by strong and robust evidence and at least three S.M.A.R.T marketing objectives and associated performance measures are developed to guide the organisation’s marketing plan.
Substantial evidence and effective use of data to present an assessment of the sport organisation’s competitive landscape and the selection of an appropriate opportunity or challenge moving forward. The links between ideas are generally clear and at least three S.M.A.R.T marketing objectives and associated performance measures guide its marketing plan.
Most key evidence has been identified to demonstrate an understanding of the sport organisation’s competitive landscape. There is an attempt to use relevant data to support at least three S.M.A.R.T marketing objectives and associated performance measures to guide its marketing plan.
Limited evidence and use of relevant data to demonstrate an understanding of the sport organisation’s competitive landscape. Some statements are supported by evidence, yet lacked the S.M.A.R.T marketing objectives and associated performance measures required to guide its marketing plan.
Little evidence and use of relevant data to demonstrate an understanding of the sport organisation’s competitive landscape. There is little attempt to develop S.M.A.R.T marketing objectives and/or performance measures to guide the organisation’s marketing plan.
Sport Marketing Position: the key positioning tactics used to differentiate the sport organisation from its competitors, market segments targeted and the selection of an appropriate segmentation strategy (8 marks).
Sophisticated analysis of the sport org’s market and evidence of significant research to quantify and justify the choice of target markets. There is excellent evidence of critical thinking to explain how its product or service ‘fits’ the targeted market segments, the positioning
Substantial evidence and an understanding of the sport organisation’s marketplace to quantify and justify the choice of target markets. The analysis shows substantial evidence of critical thinking to explain how its product or service ‘fits’ the targeted market segments,
Some evidence has been identified to demonstrate an understanding of the sport organisation’s marketplace and describe its choice of target markets. Statements are often supported by evidence yet the justification for the organisation’s targeted market
Limited evidence of research to demonstrate an understanding of the sport organisation’s marketplace and analysis of target markets chosen. The links between theory and the rationale for its chosen target markets, positioning tactics and choice of segmentation strategy needs to be
Little evidence of research or an attempt to understand the sport organisation’s marketplace or chosen target market segments. Statements are not supported by evidence nor set within an appropriate context. No meaningful attempt to justify
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tactics it will use and why it has chosen the segmentation strategy.
the positioning tactics and the adopted segmentation strategy.
segments, positioning tactics and segmentation strategy is not effectively articulated.
more developed and made clearer.
the organisation’s sport marketing position and/or segmentation strategy.
The Sport Marketing Mix: use of appropriate theory to design a marketing mix (product, price, place and service quality, and promotion) that successfully achieves the sport organisation’s desired marketing objectives (16 marks).
Demonstrates a sophisticated understanding of marketing theory in conjunction with the product life cycle to successfully achieve the sport organisation’s desired marketing objectives. There is also substantial evidence that additional academic marketing literature has been used to help design an effective marketing mix.
Demonstrates an in-depth understanding of marketing theory in conjunction with the product life cycle to successfully achieve the sport organisation’s desired marketing objectives. There is some use of additional academic marketing literature to help guide the design of the marketing mix.
Demonstrates a satisfactory understanding of marketing theory in conjunction with the product life cycle in an attempt to achieve the sport organisation’s desired marketing objectives. While the marketing mix mostly meets these objectives, its design could have been better supported with the use of additional theory and/or academic marketing literature.
Demonstrates some understanding of marketing theory and the product life cycle yet the connection between these elements and the desired marketing objectives needs to be more clearly explained. The theory used sometimes supported the elements contained within the marketing mix yet it could have been made stronger with the use of additional theory and/or academic literature.
Demonstrates a very poor understanding of marketing theory and, as such, failed to design a marketing mix that is likely to successfully meet the sport organisation’s desired marketing objectives.
Implementation and Control: use of tools and benchmarks to implement, coordinate and control the sport organisation’s marketing plan (4 marks).
Demonstrates excellent knowledge of the tools needed to coordinate the sport organisation’s marketing mix and the steps needed to regularly evaluate the success of its plan.
Demonstrates an in-depth knowledge of the tools needed to coordinate the marketing mix and the necessary steps to regularly evaluate the plan’s success.
Demonstrates satisfactory knowledge of the tools needed to coordinate and evaluate the organisation’s marketing plan. However, there needs to be a clearer discussion as to how the sport organisation will remain ‘on track’.
Demonstrates some knowledge of the implementation tools or steps required to evaluate the sport organisation’s marketing plan, yet the discussion was superficial and lacking details.
Demonstrates little knowledge of the need for implementation and/or control processes and the discussion was superficial and lacks understanding.
Presentation: the document is well written, correctly referenced and professionally presented (4 marks).
The document is professionally presented, absent any grammatical errors, is well structured and written and uses a discipline- sanctioned citation method to cite all sources.
The document mostly adheres to the assignment specifications. It is well written, professionally presented and in most cases uses a discipline- sanctioned citation method.
The document adheres to many of the assignment specifications yet there may be errors in grammar, spelling or inappropriate citation of sources.
The document adheres to some of the assignment specifications yet may be poorly presented, written or fails to use a discipline- sanctioned method to cite information sources.
The document does not adhere to the assignment specifications. It may exceed the word limit, be poorly presented, or has major language, grammar or referencing errors.
Total Marks: assignment is worth 40% of total assessment.
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