MMS712 Sport Marketing - Assignment 1

ASSIGNMENT INSTRUCTIONS

Individually, you will research and develop a 4000 word Case Study on one of the topics listed below.

• This assessment will provide you the opportunity to create a case study on a specific social/cause related marketing issue, the marketing of a new product extension by a sport organization, or a brand new technological sport innovation that has "disrupted" industry norms.

You may choose:

A clearly branded initiative or foundation (e.g., NBA Cares, Cricket Cares, PGA Tour drive to a billion, etc.).

A specific organisation’s approach to tackling a social issue (e.g., AFL + racism; NFL + children’s physical activity through Play60; North Melbourne FC + social cohesion/inclusion).

An organization’s product extension (New membership options for sport teams (3 game, social, armchair, etc)

An organization’s new products (AFL and AFL W; NRL and Auckland 9s; BBL and Women’s BBL, etc)

 A new to the industry product, initiative, or technological advancement that has changed how the sport industry operates.

• Please try to refrain from choosing a simple new sporting goods product unless it is truly new (Nike Fuelband; Under Armour Healthbox; Nike E.A.R.L self-lacing shoe)
• Product must new within the last 72 months.
• Some relevant social issues to get you thinking might include: health, physical activity, education, social cohesion/inclusion, racism, bullying, LGBTQIA; domestic violence; gender equality; illicit drug use; alcohol abuse; gambling; and environmental sustainability.

Topics/Assignment Options:

 You may choose one of the following two options:

1. Social action or partnership of brand positioning and/or commercial value: - How much is it worth? - What does it cost? - What is the ROI? - Other details related to the benefits and upside of social issue engagement for sport and their partners. - Draw on marketing principles to analyse the approaches and outcomes.
2. New marketing strategy based upon product extensions/new product: - What is the product extension/new product? - How does it fit within the organization’s existing portfolio? - What is the size and scope of the new product? - Which consumers/markets is the organization trying to expand or enter in to? - Other details to the benefits and upside of the new product/product extension. - Draw on marketing principles to analyse the approaches and outcomes?

How do I create a Case study?

• A case study is a “story” that is built on the back of evidence.
• You can look at the examples on the Cloud site for formatting/structure ideas. There are also shorter examples in your text book (your assignment will be far more detailed than these).
• This case study should analyse a specific social marketing issue, drawing on a practical sport example (action being taken in sport to address a specific social issue).
• Students should draw on marketing principles to ‘unpack’ what is occurring in their chosen case.
• In addition to the questions listed on page one of this guide that relate specifically to your chosen context (option 1 or 2), the following can provide further guidance:

o What action is being taken by the chosen sport organisation(s)?

o Why is this action being taken?

o What motivates the sport(s) to engage with this issue?

o How does the organisation approach the issue and engaging their fan/participant base in the issue?

o What are the outcomes?

To build your case study, the following will need to be included:

1. Sufficient background details or evidence related to the marketing issue and information to lead the reader to engage and interact with the data.
2. Provision of case data (e.g., timeline, data, statistics, quotes, etc.) to provide strong support for your analysis.
3. Discussion of the specific issue to assist the case reader to answer case questions (e.g., what are the issues, who are the relevant players, etc.).
4. Implications for the individuals/organisations involved with your case issue/question.
5. Three case study questions and possible answer(s) (one answer for each question) to be included at the end of your case study. These are questions you could expect to be asked by your peers or superiors in industry when presenting your marketing plan. This provides good practice in thinking about the questions you may be asked and preparing a suitable answer for them. Make sure you draw on MARKETING PRINCIPLES in preparing and answering these questions.

YOU MAY USE THE SUGGESTED FORMAT GUIDE BELOW:

 Executive Summary and Scope: • Provide a summary of the case, its main marketing issue(s) and alternative solutions/paths.

Main Case: • Background information to the case to lead into the presentation of the issues related to the marketing problem.

• This is where the main substance of the case should be presented. All the major relevant details to describe the case should be discussed. These details should be sufficient for the reader to answer critical case study questions.

Closing Paragraph:

• Restate the major, relevant marketing issues considered in the case and consider potential implications.

Case Study Questions and Possible Answers:

• Create three case study questions that provide an opportunity for critical response. The reader should be able to respond based on the case evidence in most questions but may be asked to use their knowledge to add further insight or comparisons.
• A suggested answer must accompany each question= 3 questions + 3 answers.
• Answers should be at least a paragraph in length and should include references and material which demonstrates the respondent’s understanding of marketing theory.

References (not included in word count):

• Use APA style (see CloudDeakin for resources regarding referencing).

Appendices (not included in word count):

• Supportive data can be included here (e.g., charts, graphs, financial information, and outside research relevant to the case).