Objective The case study serves as your culminating project for the semester. I

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Objective
The case study serves as your culminating project for the semester. It incorporates each of the course objectives and allows you to illustrate your knowledge base.
Requirements
You will select a major or minor professional sport organization or college athletic department and evaluate the marketing efforts of the respective organization. You should use the organization’s website while completing the case study. You may also want to informally interview members of the marketing staff at the respective organization as well as or tour the facility. You may also attend any events the organization schedules. Additionally, you may want to review articles on the organization in the SportsBusiness Journal (SBJ) or the SBJ archives as well as searches on the Internet or other news outlet. In completing your case study, you must use a minimum of 2 refereed academic sources for each segment and include them in your text and in a reference page at the end of your submission. SBJ is not considered a refereed academic source.
Elements of Assignment
Description: Include a detailed description of the respective organization. Where is it located? Who are the key sport marketing executives? Include a description of its brand and any entities it is aligned with. (For example, if it is a member of a league, you should note this). How is the brand positioned in the current marketplace? (4 points)
Management/Ownership/Key Figureheads: Who are the key owners/managers/key figureheads of this organization? Who is often the team official/figurehead most seen by the public? (Note: a key figurehead could be a player, coach, team personnel, etc. – anyone from the organization that is consistently in the public eye). How does the public perceive these key figures? How do these perceptions impact the marketability of the organization? (4 points).
SWOT: Include a SWOT analysis of the respective organization. (20 points)
Identification of Consumer Segments: Include a description of the organization’s consumer base. What is the average attendance? What consumer segments are targeted? (Provide a detailed demographic profile for each target segment identified – include psychographics and lifestyle characteristics as well). (20 points)
Communication: How are the consumer segments you identified being targeted by the organization? What means of advertising or communication is utilized to reach these target segments? What are the primary and secondary means in which the organization communicates with its target consumer segments? Provide a detailed description of the communication channels utilized. (10 points)
Market Research: What market research has been conducted to allow the organization to identify and learn more about the target segments? How does the organization identify the needs and wants of the target consumers? Once identified, how is the organization meeting the needs and wants of consumers? Be specific and provide detailed examples. (10 points)
Ticket Operations: Include specific details relative to the price of individual game tickets, season tickets, group tickets, and luxury seating (if available). Provide a detailed list of benefits for season ticket holders compared to group ticket benefits and luxury seating benefits. Describe how ticket pricing varies based on seat location and benefits. (10 points)
Sportscape Elements: Include specific details on pricing relative to parking, concessions (for concession items, provide a range of the available items and pricing), game programs, and merchandise items (for merchandise items, select a range of merchandise and provide the pricing for those items). (10 points)
Promotions: Provide a detailed list of in-game promotions and game night promotions (give-aways, ticket promotions, etc.) utilized to a) Create awareness of the product and b) generate sales. (10 points)
Sponsorship: Identify and outline the sponsorship opportunities offered. Identify and list the organization’s sponsors and describe these sponsorships. How do they differ? How are these sponsorships activated? (6 points).
Facility: Provide a detailed overview of the facility or location where the product is delivered. Include seating capacity, venue features, aesthetics, design, and other pertinent features. (6 points)
Community Relations: Provide a detailed examination of the organization’s community relations efforts. Provide a description of community relations activities. How do these activities relate to marketing the product? (10 points)
Overall Evaluation: Critique and provide an overall evaluation of the organization’s marketing. You may critique each category you examined above and then provide your overall evaluation. Identify areas in need of improvement and areas in which you feel the marketing is appropriate. Your critique must be grounded in theory and supported with refereed sources from the academic literature. (40 points)
Recommendations: Provide detailed recommendations based on a) your examination, b) your critique and evaluation in #11, and c) refereed academic literature. You recommendations must be grounded in theory, and they must have academic and practical significance. (40 points)
Adherence to Guidelines: In completing your case study, you must use a minimum of 28 (twenty-eight) refereed academic sources. You must cite you’re your sources, plagiarism is a serious offense and will not be tolerated. If one plagiarizes, the whole group will take the hit so make sure you understand this. Your case study should not exceed 8 (twelve) typed pages in Arial or Times New Roman 11 or 12 point font. You should use single spacing between lines and only double space between paragraphs. You should not indent paragraphs. You must use headings and subheadings where appropriate. You must cite appropriately. Your case study be free of spelling and grammatical errors. It should not include typos. Your pages should be numbered appropriately. You must include a reference page with all your sources. Your reference page, and any appendices, tables, charts, etc. do not count toward your 10 page limit. (10 points)

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