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University of Lethbridge Faculty of Management Management 3850 – Sports Marketing Syllabus (Proposed) Spring 2014 Instructor: Office: Michael Madore M4007 (Office Hours – T TH 12:30-1:30 am; or by APT) Contact Information: Phone - 329-2439 Email - [email protected] Lecture Room: M1090 – T/TH 3:05 am – 4:20 am Course Objectives To remain competitive in entertainment industry, organizations are looking for ways to develop and sustain competitive advantages. The sports industry (being included in the “entertainment industry”) is no different. Due to limited consumer resources (time and money), sports organization need to develop strategies that would entice consumers; wanting consumers to attend their events on a regular bases. This course will discuss concepts that relate to developing a Marketing Mix Strategy that would differentiate from competitors in the market place using tactics that would create sustainable competitive advantages. Texts - Required Sport Marketing 2nd Canadian Edition – A Canadian Perspective Authors: O’Reilly, and Seguin, ISBN-10: 0-17-610458-5 Learning Outcomes To gain an understanding of the role Sports Marketing through academia and practical business experience. By the end of this course students will have an appreciation of basic sports marketing functions, which will include but will not be limited to: a) Gain an appreciation/understanding of sport services, products, consumers and markets. b) Understand how the 7Ps of marketing are applicable to sports. 1 c) Design and manage the customer interface related to sports marketing. This includes (but not limited to) considerations with demand and production capacity, developing a service environment. d) Develop and implement marketing strategy for sports oriented businesses. e) Identify ways to enhance service quality and productivity via communication strategy. Text, videos, case studies and examples will be used to aid the student to see the application of these principles. Evaluation 1. Unit Exams ………...…………………………………………………60% Unit One (Ch# 1-5) 20% Unit Two (Ch# 6,8-10) 20% Unit Three (Ch#11-16*) 20% * - outside chapter to text to be provided via pp slides only. 2. Journal Article Reviews…...…………………………………………13% Unit One Unit Two (Ch# 1-5) (Ch# 6,8-10) 6.5% 6.5% * - outside chapter to text to be provided via pp slides only. 3. Assignment (@ 7%) ……………………………………….…7% 4. Marketing Plan or IMC Plan or Research Project…........…………20% Grading Scale Letter Grade A+ B+ C+ D+ Numerical 100-95 85-82 73-70 61-58 Letter Grade A B C D Numerical 94-90 81-78 69-66 57-50 Letter Grade ABCF Numerical 89-86 77-74 65-62 49-0 2 Testing Examinations are based on material covered in the lectures and/or the textbook. Students will be responsible for the assigned readings (text and supplementary materials whether reviewed in class or not), class discussion, presentations and videos. I do not allow alternative test dates, unless there is prior notification and documentation of medical or exceptional circumstances and only within a reasonable time frame (Once the exam is returned to other students, make-up tests will not be allowed for any reason.). Baring grave circumstances, notification (with documentation) of the need to miss an exam must be provided a minimum of 24 hours before said exam. A grade of zero will be given for any missed tests, cases or exam. A suitable time/place will be set up if I allow an alternative test date. Unit exams will be a combination of short answer and multiple choice. Test dates are identified in this course outline. You will have one hour and twenty minutes to complete each test. Academic fraud/misconduct will not be tolerated; if students are caught cheating on an exam or case they will receive zero on that particular piece of work. If said student is plagiarizing on a report they will be expelled from the class, receiving a zero in the course. International students are permitted to have a paperback dictionary in class but are NOT permitted to bring electronic dictionaries to the unit exams. There is no final exam in this course! Classroom Technology (Laptops, PDA and Cell phones) They are great, love them and use them in my personal life and for my business endeavours. Even though I think they are great, please do not use them in class unless it is related to the course while I am lecturing. I find these mediums very distracting (especially web surfing and texting). If you need to use these devices please for your social calendar/activities please use them at the beginning or end of class, not during my lectures. If it gets too bad I will ask you to leave the classroom. 3 Assignment(s) Format (1- 7%) Assignments support learning objectives identified in each unit presented in this course outline. This reinforces theoretical concepts introduced throughout the semester via chapter lectures. Assignments will take two forms, students will either have to complete primary research collection and then prepare a write-up based on a design I have requested. The other form will be an analysis based on a case/assignment presented in class. The evaluation process for cases/assignments are done based on one mark given to all group members, normally I do not have peer evaluation. My motto is “all for one and one for all”….. The following design is for case analysis. Primary Research collection cases will be presented to students approximately one week prior to its due date. Students should follow this format when submitting case analysis for grading. If this format is not followed your paper will be returned to you and you will need to make the necessary corrections or will be graded accordingly. 1. Groups Either I will assign groups or students will be able to select their own groups. You may not work on a case by yourself. Group work is done to give students the opportunity to work with other people. If there are circumstances that would not allow you to work in a group, you MUST talk to me about it before group work is assigned. If students submit cases individually they lose 50% of the final case mark. FIRE YOUR GROUP MEMBERS – yes you heard me right. If a member in your group isn’t pulling their weight they must be let go to do the work independently. This will also reduce their case mark by 25% since they can’t work in a team environment. Don’t come to me after the case has been submitted for marking though.......I don’t want to hear about it at that point. We are also going to incorporate a rating system. If a group member didn’t put enough effort into the assignment their lack of effort should be recognized. For example if you feel a specific person did about half the work as everyone else give them a 50% rating......at which point their mark will be adjusted........ 2. Rough Drafts Each student will need to provide a rough draft of the case before they go into groups. Either I will come around to check to see if the draft is done or I'll get you to submit a copy. Drafts need to be attached to the back of the final case submitted for marking. 4 Failure to complete a draft or attach it to the back of the final copy will result in a 10% reduction for the person failing to adhere to my request. If the case involves collecting primary data, attach the data sheet to the final case copy, this would be considered your “rough draft”. 3. Title page Cases submitted for marks must have a title page. On the title page please put the name of the case, the names of the students working in groups not student numbers. 4. Sub Titles You can start each question with the question you have to answer or just title it (i.e. Question #1). It really doesn't matter as long as there is some separation between each question. 5. Handwritten or typed? Cases to be word-processed, please double-space the assignment regardless of your preference of presentation format 6. Bibliography Needed only if you use sources other than the text we use in class. 5 Journal Reviews (2 Article Reviews 6.5 marks each) Review of Journal Article Form Name : Title of Article : Author and Brief background : Journal Title and Vol Number : Date of submission : MY REVIEW Introduction (2 Marks) Give an overview of the article. Development (12 Marks) What are the key points in this article? What did I find striking or interesting about these key points? How relevant are the key points to chapter material in this unit? What do I agree or disagree with in this article? Conclusion (6 Marks) How will I make use of this new knowledge in future? What further information or knowledge should I seek to expand my knowledge in relation to the contents of this article? Minimum of 2 pages (A4) or 800 words, Font size 11, 1" margin all round. 6 Rubrics for Assessing Journal Article Review Grading Excellent 16 marks (80%) and above Description of Quality of Work Very clear focus and clarity of thoughts and expression. Key points are well developed and described in detail. Excellent analysis of article content that is discerning, in-depth and supported by both pedagogical and personal knowledge. Ability to relate content to unit material is demonstrated in an outstanding manner. There is a high quality of reflection as can be seen in the ability to relate to one’s values, beliefs and experiences to the content of the article. The reviewer is able to suggest how the information and knowledge could be adopted or adapted innovatively to enhance the unit material. Personal insights and views that are expressed show that the reviewer has thought critically and reflectively about the article and the effects on course content and material. The review is clear, well organized with logical sequencing and elaboration of key points. All key points are adequately detailed and there is in-depth Very Good analysis of some of the points. Good effort has also been made to relate the content of the article to unit material. Insights and discoveries made show a 14 -15 marks good understanding of the article content and that that the reviewer has made good effort to reflect on his/her values, beliefs and experiences. 70 - 79 There is adequate analysis of the article content but with some points detailed more than others. Relationship is drawn between some key points and unit 12-13 marks material. Overall, the review is satisfactory in that it shows an overall understanding of the content and the ability to reflect on the content to obtain 60 - 69 adequate benefits as a teacher. Good Unsatisfactory 11 marks or below The review is lacking in focus and clarity of expression. Key points not elaborated upon and details are minimal. Little analysis of content. Minimal reflection and insights given. You didn’t use an academic journal article….your review really sucks……… Below 60% 7 Topic Outline & Schedule Day Thursday University of Lethbridge Faculty of Management Management 3850A, Spring 2014 SEMESTER PLAN (tentative) Date Topic Jan. 9th Course Overview Chapter One - An Introduction to Sports Marketing Tuesday Jan. 14th Chapter Two - The Canadain Sport Industry Thursday Jan. 16th Journal Article Review work Period Tuesday Jan. 21st Chapter Three - Sports Marketing Research Thursday Jan. 23rd Chapter Four - The Canadain Sports Consumer Tuesday Jan. 28th Chapter Five - Segmentation, Targeting and Positioning …….. Article One Due beginning of class Thursday Jan. 30th UNIT ONE EXAM Tuesday Feb. 4th Chapter Six - The Sport Product Thursday Feb. 6th Chapter Eight - Pricing in Sport Marketing Tuesday Feb. 11th Project Work Day Thursday Feb. 13th Chapter Nine - Sport Promotion Feb. 17-21st Reading Week Tuesday Feb. 25th Chapter Ten - Media and Distribution & Guest Speaker Thursday Feb. 27th Article 2 work period - article due end of class today Tuesday Mar. 4th Test 2 Thursday Mar. 6th Chapter 11 & 12 (combined) - Sport Sponsorship 8 Tuesday Mar. 11th Chapter 13- Ambush Marketing Thursday Mar. 13th Chapter 14 & 15 (combined) - Technology & Social Marketing Tuesday Mar. 18th Assignment work period Thursday Mar. 20th Chapter 16 - Preople, Process and Physical Facility Assignment One due today, beginning of class Tuesday Mar. 25th Unit Three Exam Thursday Mar. 27th PP Prep Tuesday Apr. 1st Thursday Apr. 3rd Project Presentations Tuesday Apr. 8th Guest Speaker Thursday Tuesday PP Prep Apr. 10th Project Presentation Apr. 15 Project Presentation Major Assignment This is up to you…you have a choice of three formats for your major assignment….since we have over thirty people in the class there will be ____ groups total. Below are the choices of assignments you may select from: 1) Marketing Plan 2) IMC Plan 3) Research Project 9 Assignment Option 1 – Marketing Plan Sample Project Plan – Marketing Plan M Madore MAN 3850B Assignment – Marketing Plan I will provide you with an outline regarding the component parts of a Marketing Plan the first week of school. For this plan the business you need to complete a marketing plan for is a sports marketing team or business here in Lethbridge or if your parents own a related business outside Lethbridge you could then complete a marketing plan for them. You may also create a plan for a business YOU would like to start. If you do not want to use an established business but start your own, then the plan is an independent exercise and you will have to present the plan on your own to the group. To get an idea of how the plan would look, you can review the Marketing Plan in the handout I provided starting on page 518. From the structure outline on pages 518 and 519: Section 1 – as is Section 2 – as is Section 3 – modify (make sure you have included a perceptual map & discuss) Section 4 – as is Section 5 – as is Section 6 – modify - (need to do a 7 p analysis and add a demographic profile. Make sure you identify recommendations for each of the P’s as well – what do they need to do to improve) Section 7 - modify (proforma income, you need to show what earnings will be recognized from the plan – breakeven not required) Section 8 – as is Section 9 – not required Section 10 – Appendix (market share calc and income statement plus Bibliography required (inferences or statements) Citing References – A must for every time you provide data which is NOT cited in the body of the report, I will deduct one mark. Financial – you need to develop these based on completing a Market share calculation then find a template for Operating Expenses and COGS do NOT ask the owner of the business for their Financial Statements! You need a title page then follow the scheme starting on page 520. The maximum amount of people in your group is five the minimum four; you chose your own groups. Presentations for the plans take place _____. You are expected to invite the business owner to the presentation as well. Of the 17.5% for this project, 5% is based on the presentation with 12.5% based on the actual paper. You will be marked by me (75%) and by your peers (25%) for the presentation grade. Attendance is mandatory for the presentations. Failing to attend will result in a 2% penalty per day for not attending the presentations The presentation should incorporate Power Point and I except this would be a formal professional presentation (not casual dress – not jeans or kaki’s). 10 I need a “rough draft” by the ______. The draft needs to identify, a SWOT analysis of the service driving your Marketing Plan. Failure to have this in place will result in a reduction of 10% on your final grade. 11 Assignment Option 2 – IMC Campaign Sample Project Plan – IMC Campaign IMC CAMPAIGN PLANNER The IMC Plan: An IMC plan is a blueprint of the complete marketing communications program for a brand. It is a formal document that evaluates the background of the brand and presents a set of guidelines and an action program for the advertising and promotions campaign. The IMC plan for this project will be for the market specified by your instructor and will cover one calendar year. The Written Report: The written report should show beyond question that the plan was prepared by a professional agency. As to the format and content of the written report, please see the section REPORT FORMAT AND OUTLINE. Please keep in mind that the final written report becomes the permanent record of your effort. To that end, it should reflect the care and attention that merit the document bearing your good name. Both content and style (to include all aspects of grammar and mechanics) are of supreme importance. The written report, even one that is outstanding content-wise, will be downgraded severely if it fails to show excellent grammar and mechanics. Preparation of Materials: All materials must be created, designed, and executed exclusively by the student. This includes, but is not limited to, materials such as layouts, storyboards, audio or video recordings, sales promotion pieces, store displays, public relations pieces, and direct marketing materials. Contacting Outside Sources: Students may (and, in fact, should) contact any firm for information and materials that do not go against the guidelines set forth in the previous paragraph. For example, for cost estimates, previous advertising, research studies, ratings data, or industry reports, you may want to contact advertising agencies, the media, sales promotion firms, research firms, and other suppliers. Students utilize any published and commonly available research materials. All sources of information and materials should be listed at the end of the written report. REPORT FORMAT AND OUTLINE Title Page: The following information should be included: Name of client and product Time period covered by campaign Name of student Date Course Number and Title College Name Professor’ Name Table of Contents List all major headings in your plan, with page numbers. 12 Section 1 - Executive Summary A cogent summary (maximum: two pages) of exactly what your IMC plan involves. Among the items to include are: Major target audiences Time period of the plan Campaign objectives Campaign theme/slogan Overall budget total Budget breakdown (dollars and percentages) by each major IMC element and each medium Summary of media used Rationale for each major element and each medium Evaluation program The Executive Summary be arranged in list as indicated above, but it has to pack a wallop. Remember, the basic purpose of the Executive Summary is to inform top officials at the client organization exactly what you are proposing -- in one or two pages. Be precise. Be complete. Organizing the Executive Summary (as well as other sections of the promotion campaign plan) in a bullet-type format is one effective way to present your material. Section 2 - Review of Marketing Plan Industry Background Size Growth Current Trends/Developments Affecting the Promotion Program Macroenvironment Factors and Issues (e.g., demographic, economic, technological, political, legal, social, cultural, environmental) Company Snapshot Brief Sketch Place in the Industry (e.g., size, growth, image) Mission, Business Philosophy Resources Organizational Structure Product Line Target Markets Positioning Current Marketing Mix 13 Buyer Analysis User Profile (demographic, geographic, psychographic, behavioristic factors) Buying Decision Process Who Buys the Product Who Influences the Purchase Decision Who Makes the Decision Decision Criteria Strengths and Weaknesses (e.g., Crackerjack Golf Club Company -- new line of golf clubs) Strengths Crackerjack is known for innovative products Strong base in professional golf shops Highest consumer satisfaction ratings among major brands Outstanding sales force Weaknesses Highest prices in the industry Advertising expenditures are less than half those of major competitors Little trade promotion Weak presence in mass-merchandise and discount stores Target Market Segmentation Analysis Primary Target Market Secondary Target Market Promotional Program Situation Analysis Review of Existing/Past Programs - Detailed Review of Previous and Current Promotion Programs for the Product or Service, including Budgets, Promotion Mix, Share of Voice, Message and Media Strategies o o o o o Strategies, Strengths Weaknesses Overall Assessment Internal Analysis External Analysis 14 Section 3 - IMC Objectives and Strategies (i.e., what needs to be accomplished in order for Crackerjack to meet marketing goals and how the objectives will be achieved) A statement of what the marketing communications program will accomplish – the role the program will play in the marketing effort. IMC objectives involve a desired audience response, which results from the process of consumer decision making. Example Objectives: Awareness Objectives: used when most of the target audience is unaware of the product, service or brand or when awareness levels need to be increased Knowledge Objectives: used when the target audience has awareness, but knows little beyond that Liking Objectives: used when the target audience knows the company and its product, but does not look favorably on it Preference Objectives: used when the target audience is aware of the product, knows about it, and likes it – but does not prefer it to other brands Conviction Objectives: used when the target audience may prefer the product but is not convinced that it is the best choice for them Purchase (i.e., Action) Objectives: used when the target audience has conviction but still hasn’t purchased the product (You may choose to use another hierarchy discussed in the text if it better fits the needs of your client.) Campaign Objectives – Example (e.g., Crackerjack Golf) increase awareness among golfers by 10% that Crackerjack irons have the highest consumer satisfaction ratings of all major brands, in a three-month time period increase trial of Crackerjack irons among golfers 35-49 by 3% in three-month time period create the understanding among 5% of target audience that Crackerjack’s Big Blaster driver allows the golfer to hit the ball farther with greater accuracy Campaign Strategies (e.g., Crackerjack Golf) place advertising in special interest golf magazines provide cooperative advertising support to retail outlets make available demonstration sets to key retailers to stimulate trial sponsor instructional clinics for golfers of all ages Follow each objective and strategy with a brief rationale. 15 Section 4 - Positioning and Campaign Theme (i.e., the image you want your product to have in the minds of the target market; how you want your product perceived relative to the competition; it is the basis for all your communications) 1. 2. 3. Positioning Strategy (e.g., by product difference, by key attribute or benefit, by usage, against a specific competitor(s), by users of the product) Positioning Statement Campaign Theme (i.e., the slogan) Section 5 - IMC Tools Only include the tools you wish to use in the plan….you do not have to choose all the tools! A. Advertising Creative Recommendations Target Audience The Copy Platform (which includes the following) Advertising Objectives (what the advertising is supposed to do) Example: To increase awareness ... Example: To persuade the target audience that ... Advertising Strategy (what the advertising is attempting to communicate; i.e., the benefit, problem solution or other advantage that is the value of the product -- physical or psychological) Example: Use of this product will allow you to recover more quickly after strenuous exercise. Advertising Appeals (how the advertising stimulates interest and influences feelings) Example: fear, pleasure, comfort, convenience Advertising Execution Format (how the advertising appears) Example: demonstration, problem-solution, comparison Rationale for Creative Recommendations 16 Advertising Media Recommendations Target Audience Objectives Example: To achieve an 80 reach and a frequency level of three Example: To increase advertising in geographical areas where BDI is not at pace with CDI. Strategy Example: Use magazines primarily targeted toward women 25-49. Example: Schedule increased media use to coincide with sales promotions. Example: Increase radio advertising in selected markets. The Media Plan Media Mix Recommendations and Rationale Geographic Scope Scheduling Pattern and Rationale Reach and Frequency with Rationale Media Flowchart Each medium discussed by vehicle Media Plan Rationale – Summary Budget Breakdown By Media Class (e.g., print) By Medium (e.g., magazines) By Media Vehicle (e.g., Business Week) B. Sales Promotions Sales Promotions Recommendations (Trade) Target Audience Objectives Techniques Sales Promotion Plan/Timing Rationale Budget C. Direct Marketing Direct Marketing Recommendations Target Audience Objectives MediaType Direct Mail Electronic Print Media 17 Telemarketing Catalog Kiosk Face-to-Face Selling Direct Marketing Plan/Timing Rationale Budget D. Electronic Media Internet/Interactive Recommendations Target Audience Objectives Strategies/executions Rationale Budget E. Public Relations Public Relations Recommendations (including press releases, press conferences, special events, sponsorships, product placements, and cause-related efforts) Target Audience Objectives Strategy/Execution Scheduling/Plan Rationale Budget F. Personal Selling Personal Selling Recommendations Target Audience Objectives Strategy Rationale Budget 18 Section 6 - Campaign Flowchart A one-page summary diagram showing the timing of the major elements, events, and activities of the campaign. The campaign flowchart shows at a glance what is to happen when throughout the entire campaign. Section 7 - Measurement and Evaluation Measurement and evaluation activities occur during the course of the campaign, as well as at the end. This section of the proposal should contain a description of those activities and the specific methods that will be used to appraise the individual components of the campaign, as well as for measuring the overall effectiveness of the campaign. Section 8 - Budget Summary This section is a summary of all costs of the campaign (e.g., media, production, sales promotion, direct marketing, public relations, sponsorship, endorsements, measurement and evaluation expenditures, and more). The budget should show both dollar and percent-of-total expenditures. Section 9 - Timetable Summary of key dates for various activities (e.g., date for client approval of creative strategy, dates for production materials, dates for tracking studies). Appendices In most cases, this is a very important section of the plan. It will include information and material which have potential value to your client and which have not been fully presented in the text of your plan. Examples: industry data, market data, questionnaires, competitors’ advertisements. This section can be a valuable resource for your client. References A complete list of secondary sources used for the campaign plan. 19 Assignment Option 3 – Marketing Research Plan Due to the nature of this assignment and type of research opportunities students would have with this (Qualitative or Quantitative) project, a set template will not be provided. The research study will strategically be developed in conjunction with the instructor as a topic of interest is identified and discussed. Types of research could include (but not limited to) exploratory research such as focus groups or observations. Conclusive research could also be considered using either surveys or experiments. Again due to the nature of the opportunity it is not beneficial at this time to narrow the research design to the point, we would be limiting research opportunities. 20