MMS702 Fan & Participant Engagement - Investigation of Fan and Participant Engagement Principles and Concepts

Description

Fan and Participant Engagement (FPE) explores the use of relationship marketing and communication strategies to create meaningful dialog with consumers. This dialog (engagement) leads to a number of consumer attitudes and behaviours which can be leveraged by organisations to provide positive outcomes. Central to this is a number of principles, theories and concepts. Knowledge of these is essential to form a deep understanding of this sphere and to develop and operationalise industry strategies.

AT1 asks students to develop and demonstrate their understanding of the theoretical basis of fan and participant behaviour, how the theories, concepts and principles work together, and how this analysis can lead to strategies for enhancing engagement through an essay style exploration.

 Specific Requirements

• Your task is to develop and communicate (in essay form) an understanding of Fan and Participant Engagement (FPE) of 2500 words.
• Your essay should demonstrate an understanding of the evolution of FPE, the frameworks that underpin FPE, and develop a comprehensive overview of the marketing, broadcast and consumer behaviour principles and theories which influence FPE. This knowledge needs to be applied to relevant sport organisations showing an ability to transfer theory into actionable strategies, and to highlight the possible implications of correct and incorrect application of FPE strategies. An understanding of the importance of correct use of FPE must be communicated in the essay.
• Relevant concepts need to be explored in the context of a modern day sporting environment, and from a sport organisation perspective, as ideas from this task will provide background for AT2 and be transferrable to industry issues.

This report requires essay style format for a target audience of academic peers and industry executives. As such, a recommended format and key themes to address are:

Introduction. Consider the modern sport landscape, drivers of changes to consumer behaviour and how FPE has evolved.

Main Body. A) Introduce and discuss relevant FPE theories covered in the unit and related consumer behaviour and marketing concepts curated from external research.

1. B) Consider the following diagram. Presented is a typology of modern sporting organisations and the focus of their engagement activities. This can be a Fan focus, a Participant focus, and a Combined (Hybrid) focus. What is meant by Fan, Participant and Combined Focus in this context? What organisations should have a Fan, Participant or Combined focus? What FPE theories are relevant for organisations in each of these segments?
2. C) Provide an example of a sport organisation for these segments (3 organisations) and an FPE strategy implemented by each. Present a brief summary of whether you believe these strategies were successful/appropriate using unit concepts to support.

Conclusion. Bring findings, opinions, and recommendations together and summarise. Reflect on these highlighting your opinions on the importance of FPE in contemporary sport.

Learning Outcomes

This task allows you to demonstrate achievement towards the unit learning outcomes. The ULOs are aligned with specific graduate learning outcomes – that is, the skills and knowledge graduates are expected to have upon completion of their studies – and this assessment task is an important tool in determining achievement of those outcomes.

If you do not demonstrate achievement of the unit learning outcomes, you will not be successful in this unit.

It is good practice to familiarise yourself with the ULOs and GLOs as they provide guidance on the knowledge, understanding and skills you’re expected to demonstrate upon completion of the unit. In this way they can be used to guide your study.

Unit Learning Outcomes (ULO)	Graduate Learning Outcomes (GLO)
ULO 1: Identify, analyse and synthesise the range of sport consumer motivations and purchasing patterns that impact sport organisation marketing and management strategies.	GLO1, GLO2, GLO3
ULO 2: Explain the role of various digital communication platforms as tools in developing integrated marketing communications within the context of broader strategic marketing plans in sport organisations.

Submission

You are to submit your assignment in the individual Assignment Dropbox in the MMS702 CloudDeakin unit site on or before the due date.

When uploading your assignment, name your document using the following syntax: <your surname_your first name_your Deakin student ID number_[unitcode].doc (or ‘.docx’). For example, ‘Jones_Barry_123456789_ABC123.doc’.

If the task is a group assignment, you will need to provide explicit instructions for how you want the task to be submitted. Example 1: The group must submit one document into a group assignment drop box with all student names and IDs on the front page of the submission. Example 2: Each member of the group is to submit an individual copy of the assignment, perhaps indicating which part/s they worked on.

Submitting a hard copy of this assignment is not required.

You must keep a backup copy of every assignment you submit, until the marked assignment has been returned to you.  In the unlikely event that one of your assignments is misplaced, you will need to submit your backup copy.

Any work you submit may be checked by electronic or other means for the purposes of detecting collusion and/or plagiarism.

When you submit an assignment through your CloudDeakin unit site, you will receive an email to your Deakin email address confirming that it has been submitted. You should check that you can see your assignment in the Submissions view of the Assignment Dropbox folder after upload, and check for, and keep, the email receipt for the submission.

Marking and feedback

The marking rubric for this task is below and also available in the MMS702 CloudDeakin unit site - in the Assessment folder (under Assessment Resources).

It is always a useful exercise to familiarise yourself with the criteria before completing any assessment task. Criteria act as a boundary around the task and help identify what assessors are looking for specifically in your submission. The criteria are drawn from the unit’s learning outcomes ensuring they align with appropriate graduate attribute/s.

Identifying the standard you aim to achieve is also a useful strategy for success and to that end, familiarising yourself with the descriptor for that standard is highly recommended.

Students who submit their work by the due date will receive their marks and feedback on CloudDeakin 15 working days after the submission date.

Extensions

Extensions will only be granted for exceptional and/or unavoidable circumstances outside the student’s control.

Students seeking an extension for an assignment prior to the due date should apply directly to the Unit Chair by completing the Assignment and Online Test Extension Application Form. Requests for extensions will not be considered after 12 noon, Thursday 22^nd April. Applications for special consideration after the due date must be submitted via StudentConnect.

Late submission

The following marking penalties will apply if you submit an assessment task after the due date without an approved extension: 5% will be deducted from available marks for each day up to five days, and work that is submitted more than five days after the due date will not be marked and will receive 0% for the task.

'Day' means working day for paper submissions and calendar day for electronic submissions. The Unit Chair may refuse to accept a late submission where it is unreasonable or impracticable to assess the task after the due date.

Calculation of the late penalty is as follows: this is based on the assignment being due on a Thursday at 8:00pm

• 1 day late: submitted after Thursday 11:59pm and before Friday 11:59pm– 5% penalty.
• 2 days late: submitted after Friday 11:59pm and before Saturday 11:59pm – 10% penalty.
• 3 days late: submitted after Saturday 11:59pm and before Sunday 11:59pm – 15% penalty.
• 4 days late: submitted after Sunday 11:59pm and before Monday 11:59pm – 20% penalty.
• 5 days late: submitted after Monday 11:59pm and before Tuesday 11:59pm – 25% penalty.

Dropbox closes the Tuesday after 11:59pm AEST time.

Support

The Division of Student Life (see link below) provides all students with editing assistance. Students who wish to take advantage of this service must be organized and plan ahead and contact the Division of Student Life in order to schedule a booking, well in advance of the due date of this assignment. http://www.deakin.edu.au/about-deakin/administrative-divisions/student-life

Referencing

Any material used in this assignment that is not your original work must be acknowledged as such and appropriately referenced. You can find information about plagiarism and other study support resources at the following website: http://www.deakin.edu.au/students/study-support

APA 7^th edition referencing will be used throughout this unit.

Academic misconduct

For information about academic misconduct, special consideration, extensions, and assessment feedback, please refer to the document Your rights and responsibilities as a student in this Unit in the first folder next to the Unit Guide in the Resources area of the CloudDeakin unit site.