EDUA 11300 – Sport Marketing and Communications Assignment 2
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Briefing: Assignment 2: Marketing Strategy Essay
EDUA 11300 – Sport Marketing and Communications
DUE: 15 DECEMBER
The purpose of this assignment is to synthesize and apply the information learned from this entire course into a research-informed strategy for a sport marketing and communications scenario from the prompt below. You will be assessed via a 2,500-word essay (not including required citations).
Instructions
This assignment is to be completed individually. Deliverable is 2,500-word essay (not including required citations) that should be informed by a combination of academic readings and materials presented in this course, as well as those you source on your own, including: journal articles and textbooks. You are granted the flexibility of + / - 10 percent of the word count. This assessment is worth 60 % of your overall course grade. Learning outcomes 1, 3, and 5 will be assessed via this assignment.
Essays must be submitted to Learn by Friday, 15 December at 12:00 noon.
Prompts
1) Develop a brand strategy for a professional athlete that will better connect them to a particular target market.
2) Develop a marketing strategy for a professional women’s football club that seeks to break the club’s highest ever attendance at a women’s football match.
3) Develop a corporate social responsibility strategy for a professional sports club or athlete that addresses a social problem in their local community.
4) Develop a marketing strategy for building deep-rooted social connections between one of The Hundred’s eight city teams and their local community.
5) Develop a marketing strategy for Castore based on concepts of consumer behaviour as they seek to recover from the bad press regarding the quality of their kit.
6) Develop a sponsorship activation strategy for a consumer brand (i.e., not a sport product) that sponsor’s a sport event with which you are familiar.
7) Propose a research strategy for an Edinburgh hockey club that wishes to better understand the market for their sport within the community.
8) Develop a marketing strategy for an esport club or event that will give it a sustainable position in the sport and leisure market.
Guidance
Theory: this is a theoretically-focused essay that should demonstrate your knowledge and understanding of sport marketing and communications theories as well ashow to apply them. The strategy you develop in the essay should be supported by academic sources like journal articles and textbooks.
Structure: below is a sample structure for the essay (for options 1-5 as option 6 will have a different structure):
a) Introduction - provide a brief overview of the topic as well as academic and practical context to your study, and give a rationale for choosing a particular sporting property,
b) Theoretical underpinning - critically discuss key aspects of the academic work that informs your chosen subject area,
c) Marketing strategy - outline and justify your proposed marketing strategy using key academic theories to bolster your arguments, and how you will evaluate the success of the strategy,
d) Conclusion - summarise key aspects of your proposed strategy and their connections to the relevant theories.
2023-12-20
Marketing Strategy Essay