Sports MKG and Promotions

The student will adopt either a major or minor professional sport organization or major college athletic department and will summarize and evaluate the marketing efforts of the organization over the course of the semester. The student will be able to get most information from the team’s Web site and articles in the SportsBusiness Journal (SBJ), Sport Marketing journals or the SBJ archives as well as searches on the Internet.

ELEMENTS OF ASSIGNMENT

1. Research the sponsorship opportunities the organization offers and sponsors with which the organization has a relationship.
2. Conduct a SWOT analysis for the organization.
3. What market research efforts does the organization use to learn more about potential and current customers?
4. Discuss the segments the organization tries to reach.
5. Define the sport product and its extensions.
6. State the pricing for all tickets, luxury seating, sponsorship opportunities, concessions, and parking.
7. List all of the promotions the organization uses to create awareness as well as game promotions (e.g., in-game promotions and give-a-ways).
8. Present an overview of where the product is delivered (the place).
9. Present an overview of programs that reach out to the community.

Present an overall evaluation of the organization’s marketing efforts