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Assessment details

You are required to develop your own marketing plan to launch a new start-up women's basketball team that will be joining the WNBL next season.

The plan should be high level, and include strategies and tactics you would use to develop the brand for the new team. The plan will cover the three weeks before the season begins and the first three weeks of the season, where the new team – "Wollongong Wasps" – play their first three weekly games at home. Your budget is limited to $20,000, so TV advertising and expensive promotion is not viable.

Use the strategic sports marketing planning process to identify and summarise marketing opportunities for the Wollongong Wasps.

Layout

Your summary (approx. 1000 words) should include:

An analysis of the external environment (covered in Week 2 )including:

• the forces driving industry competition

• the publics to be served.

An internal analysis (covered in Week 2) of the Wollongong Wasps including:

• a brief summary of the team brand

• a SWOT analysis.

A Market Intelligence summary (covered in Week 3) including:

• summary of the relevant marketing segmentation variables (demographics, psychographics, behavioural) for the Wollongong Wasps.

Marketing mission and objectives (covered in Week 4):

• The specific marketing mission and objectives for the three weeks before the season begins and the first three weeks of the season.

Reference list (not included in word count)

Include with your submission a reference list citing your research sources and any other reference to work not your own. You may also choose to include an appendices with resources (data, images etc.) to support your plan.

A note on referencing: As part of completing this assessment ensure that the research you conduct and the assertions you make in summarised information are linked to a source of information such as a book, article, conference paper, case study, or website and cited and referenced appropriately (Harvard style). While you would not normally be required to include references in a marketing plan, in an academic submission you must connect your assertions with scholarly literature. This also shows that you have been able to connect your own ideas with what you have been learning in the unit.

The weekly readings in the learning materials are a good starting source here. You will also need to conduct your own research to support your ideas.

Related learning outcomes

2. analyse practices and identify effective marketing approaches for sports products, facilities or events

3. comprehend and apply the principles of sports marketing to relevant environments

5. effectively identify promotional and sponsorship opportunities in various sections of the sports industry.

MUST HAVE :

The analysis demonstrates an in depth comprehension of the application of sports marketing principles, demonstrating a high level of critical thinking in clearly aligning the needs of the Wollongong Wasps with the range of environmental issues identified.

3 or 4 key external environmental factors are clearly articulated, analysed and explained. The reader is left in no doubt that unless these opportunities and/or threats are addressed, the marketing plan is unlikely to succeed.

An in-depth understanding of effective marketing approaches, with a high level of critical analysis, is demonstrated through the identification of a range of relevant marketing segmentation variables that clearly align with the needs of the Wollongong Wasps.

A broad range of relevant integrated promotional and sponsorship opportunities are identified within the marketing mission and objectives that demonstrate a high level of critical thinking in clearly aligning the internal and external analysis of the Wollongong Wasps with various challenges in marketing the WNBL.

Exemplary standard of presentation and communication with no errors in spelling, and grammatical construction.

Any errors in Harvard referencing are only in very minor detail.

Here is a list of references for the resources used throughout the unit.

If you would like to cite any of these resources in your assessments, copy the entries below into your reference list. In line with your course requirements, these references use the Harvard style.

Throughout this unit, the eText we use each week is:

Shilbury, D, Westerbeek, H, Quick, S, Funk, D & Karg, H, 2014, Strategic Sport Marketing, 4th edn, Allen & Unwin, Crows Nest.

Week 1

Fernwood Fitness 2015, Why Fernwood, viewed 13 September 2016, <[url removed, login to view]>.

Heald, C 2011, 'London 2012: Food and drink rules hit Olympics fans', BBC News, viewed 13 September 2016, <[url removed, login to view]>.

[url removed, login to view] 2014, 'NRL Grand Final tickets to go on sale', viewed 13 September 2016, <[url removed, login to view]>.

Images

Nike Tennis celebrates Serena Williams as world's No. 1, 2013, [image], [url removed, login to view], viewed 13 September 2016, <[url removed, login to view]>.

Social Media vs Traditional Marketing: Who Wins the Battle in Sport?, 2016, [image], [url removed, login to view], viewed 13 September 2016, <[url removed, login to view]>.

Week 2

Chaffey, D 2015, 'How to define SMART marketing objectives', Smart Insights, viewed 13 September 2016, <[url removed, login to view]>.

Online Learning for Sports Management, n.d., viewed 13 September 2016, <[url removed, login to view]>

Rooke, N 2013, 'ClickforVic: The UFC’s Important Campaign for MMA in Australia', The MMA Corner, viewed 13 September 2016, <[url removed, login to view]>.

UTS 2010, Introducing UFC to Australia, viewed 13 September 2016, <[url removed, login to view]>.

Images

BMW. The driving force behind the Wallabies, n.d., [image], [url removed, login to view], viewed 13 September 2016, <[url removed, login to view]>.

Potter, A 2013, 'UFC Launches “Click for Vic” to Change MMA Regulation in Victoria, Australia' [image], in MMAweekly, 20 May, viewed 13 September 2016, <[url removed, login to view]>.

Week 3

Top End Sports, 2013, Most popular sports in Australia, viewed 13 September 2016, <[url removed, login to view]>.

Images

Ritchie, D 2014, 'Sydney fans’ turnout for the AFL and NRL finals are an embarrassment' [photograph], The Daily Telegraph, viewed 13 September 2016, <[url removed, login to view]>.

Marketing Week: Carlsberg uses world cup to strike long-term football strategy, 2014, [image], in The Marketing Store, viewed 13 September 2016, <[url removed, login to view]>.

Week 4

Images

Gomvf 2015, 'Melbourne Victory' [image], viewed 13 September 2016, <[url removed, login to view]>.

Sport England n.d., 'I kick balls football' [image], viewed 13 September 2016, <[url removed, login to view]>.

PLEASE USE SCHOLARLY ARTICLES AND PROPER REFERENCES. ARTICLES AND JOURNALS as well as the above.

Skills: Research Writing

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