SPT 208 Milestone Two Guidelines and Rubric

Overview: For this milestone, due in Module Five, you will complete a consumer analysis for your chosen sport organization, individual, team, or facility. You will identify the primary consumers, customers, or followers of your selection, and the consumer audience you hope to reach with the new opportunity you identified in Milestone One. This analysis will become part of your final project, the Opportunity and Consumer Analysis, due in Module Seven.

Prompt: First, read Chapters 11, 12, and 15, and refer to Chapters 4 and 5 for a review of market research and targeting.

Next, complete a Consumer Analysis by identifying a new audience that you hope to reach for your chosen sport organization, individual, team, or facility.

Specifically, the following critical elements must be addressed:

• What are the demographics of the audience that you want to reach? Be sure to address their location, economics, culture, race, gender, and age, as appropriate.

• What are the primary behavioral motivations for these consumers? Explain.

• How does the current political environment (local, national, or global) influence your new audience?

• What social and cultural aspects influence these consumers? Provide examples.

• What are two available media channels that you would choose for communicating with this new audience and why?

Be sure to incorporate instructor feedback on your Consumer Analysis into your final project, the Opportunity and Consumer Analysis.

Rubric

Guidelines for Submission: Milestone Two should be 2–3 pages, double-spaced, using 12-point Times New Roman font, one-inch margins, and the latest edition of the APA manual for formatting and citations.

Please note that the grading rubric for this milestone submission is not identical to that of the final project. The Final Project Rubric will include an additional “Exemplary” category that provides guidance as to how you can go above and beyond “Proficient” in your final submission.