SPT 208 7-1 Final Project: Opportunity and Consumer Analysis
Overview
Marketing and advertising are often used interchangeably, yet throughout this course you have learned that marketing is a much larger concept that requires a
strong understanding of consumer behavior, products and services, and often the greater economic environment. Marketing is applicable to every industry and
discipline in one way or another, but within the sport industry we have the chance to see the application of marketing concepts as if under a spotlight due to the
industry’s global reach and importance to society.
Your final project is the creation of an Opportunity and Consumer Analysis. You will select a sport team, individual, facility, or organization as the focus of your
consumer and opportunity analysis. When selecting your area of focus, think about your interests and career aspirations. As you progress through the course,
you will have the opportunity to practice the skills required for this project in several milestone activities. Your final deliverable will include a strengths,
weaknesses, opportunities, and threats (SWOT) analysis of your selected focus; a consumer analysis; an analysis of successful marketing and media strategies;
and a brief 1-, 3-, and 5-year plan that allows you to explain your intended use of a proven marketing strategy and various media opportunities. Please note that
your Opportunity and Consumer Analysis will be an eligible artifact to include in your program portfolio, as it will highlight your ability to recognize consumer
characteristics and opportunities for brand improvement.
The project is divided into two milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final
submissions. These milestones will be submitted in Modules Three and Five. The final Opportunity and Consumer Analysis will be submitted in Module Seven.
This assessment addresses the following course outcomes:
• Analyze consumer behaviors for the influence of political, cultural, and social events on consumer motivation at the local, national, or international
levels within the sport industry
• Illustrate the application of key marketing strategies in successful sport-specific marketing campaigns
• Identify proven marketing strategies that can be successfully applied to specific sport marketing scenarios to attract consumers
• Compare media opportunities for successfully communicating and marketing towards specific consumers within the sport industry
Prompt
Develop a comprehensive Opportunity and Consumer Analysis. Select a sport team, individual, facility, or organization and provide a thorough analysis of the
existing marketing strategies and consumers, and determine an opportunity for greater consumer reach. Outline a brief 1-, 3-, and 5-year plan for the marketing
opportunity.
Specifically, the following critical elements must be addressed:
I. Marketing Focus: Select a sport team, individual, facility, or organization as the focus of your analysis and address the following:
A. Explain in detail the role your selection plays in the greater sport industry and community. For example, if you chose a local high school field,
explain what the field is used for, what sport relevance it holds in the area, what uses it has, who runs it, etc.
B. Identify the strengths, weaknesses, opportunities, and threats facing your selection and its form of marketing, using the provided SWOT
template. These may vary greatly depending on your selection, but all selections will have SWOT considerations.
C. Expand upon and defend the potential benefit of one opportunity, identified in the SWOT matrix, for your selection.
D. Assess the extent to which the current marketing strategies are sufficient for reaching the currently intended demographic audience. What
marketing strategies are currently being applied regarding your selection? Are they sufficient or insufficient for the current consumers of your
selection?
E. Compare the media currently used to communicate with and market toward the current consumers in terms of their unique attributes and their
success in reaching those consumers.
II. Consumer Analysis: Identify the primary consumers, customers, or followers of your selection, and the consumer audience you hope to reach with the
new opportunity, and address the following:
A. Describe in detail the consumers you wish to better reach. Be sure to cover demographic information related to:
1. Location (local, national, international)
2. Economics
3. Culture
4. Race
5. Gender
6. Age
B. Analyze the behavior of the consumers you hope to reach. What are the primary motivations for these consumers? Explain.
C. Analyze the current political environment at the local, national, or international level for its impact on your selection. How is the political
environment influencing your new audience?
D. Describe the social and cultural aspects that influence these consumers and illustrate your conclusions with examples.
E. Compare available media opportunities for reaching these consumers to identify aspects that may impact success with the new consumer
audience. Which will be successful for communicating with and marketing toward the intended consumers? Explain.
III. Proven Strategies: Analyze sport teams, individuals, facilities, and organizations for successful marketing strategies.
A. Explain how a successful strategy was applied to a similar team, individual, facility, or organization as your selection at the same level (local,
national, or international), using examples from the campaign to illustrate your claims.
B. Explain how a successful strategy was applied in a campaign aimed at a different level (local, national, or international) from your selection and
opportunity, using examples from the campaign to illustrate your claims.
C. Assess how well each strategy would work for your purposes, using examples of their potential application for your intended opportunity.
D. Select and defend a third successfully used marketing strategy in terms of its relevance to your opportunity and its applicability to the intended
consumers.
IV. One-, Three-, and Five-Year Plan: Describe how your selected strategy or strategies will be used over the next five years and how you will integrate
specific media elements at each stage.
A. Illustrate a plan to apply the strategy you feel will be most successful for year 1, year 3, and year 5, explaining why you chose to apply this
strategy in this way.
B. Define the media opportunities you will elect to use at each stage (1, 3, and 5) and explain why you are choosing to use these media
opportunities in specific ways at each stage of the plan. Provide examples and reasoning.
Milestones
Final Project Milestone One: SWOT Analysis
In Module Three, you will conduct a SWOT analysis for your chosen sport organization, individual, team, or facility, building on the research you conducted on
the 4 C’s in Module Two. This milestone will be graded with the Milestone One Rubric.
Final Project Milestone Two: Consumer Analysis
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. This milestone will be graded with the Milestone Two
Rubric.
Final Project Submission: Opportunity and Consumer Analysis
In Module Seven, you will submit your final 8- to 10-page Opportunity and Consumer Analysis based on the sport organization, team, or facility you have
chosen. It should include a high-level (SWOT) analysis, identifying the opportunity you have approached, and should further analyze an aspect of the opportunity
from a marketing perspective. The consumer analysis should discuss consumer behavior, trends, and influential factors. Finally, it should outline a one-, three-,
and five-year plan that focuses on the marketing strategies you think will best allow you to implement the opportunity you have identified.
Be sure to incorporate all instructor feedback from your milestone assignments before you submit the final project. This submission will be graded with the
Final Project Rubric.
Final Project Rubric
Guidelines for Submission: Your Opportunity and Consumer Analysis should adhere to the following formatting requirements: 8–10 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.
Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Marketing Focus:
Selection
Meets “Proficient” criteria and
explanation shows superior
knowledge of the selection
Explains in detail the role the
selection plays in the greater
sport industry and community
Explains the role the selection
plays in the greater sport
industry and community, but
explanation lacks detail
Does not explain the role the
selection plays in the greater
sport industry and community
4
Marketing Focus:
SWOT
Meets “Proficient” criteria and
demonstrates mastery of SWOT
analysis
Identifies the strengths,
weaknesses, opportunities, and
threats facing the selection and
its form of marketing
Identifies the strengths,
weaknesses, opportunities, and
threats of the selection and its
form of marketing, but with
inaccuracies or gaps in detail
Does not identify the strengths,
weaknesses, opportunities, and
threats of the selection and its
form of marketing
5.75
Marketing Focus:
Opportunity
Meets “Proficient” criteria and
demonstrates keen insight into
potential benefits of marketing
opportunities for sport
campaigns
Expands upon and defends the
potential benefit of one
opportunity, identified during
the SWOT matrix, for the
selected facility, individual, or
organization of focus
Expands upon and defends the
potential benefit of one
opportunity, identified during
in SWOT matrix, for the
selected facility, individual, or
organization of focus, but
explanation lacks accuracy or
detail
Does not expand upon and
defend one opportunity
identified during the SWOT
5.75
Marketing Focus:
Current Strategies
Meets “Proficient” criteria and
demonstrates a sophisticated
ability to distinguish successful
strategies
Assesses the extent to which
the current marketing
strategies are sufficient for
reaching the intended
demographic audience
Assesses the extent to which
the current marketing
strategies are sufficient for
reaching the intended
demographic audience, but
assessment lacks detail or
accuracy
Does not assess the extent to
which current marketing
strategies are reaching the
intended audience
5.75
Marketing Focus:
Media
Meets “Proficient” criteria and
demonstrates expertise
regarding audience traits and
successes of media
opportunities
Compares the media currently
used to communicate with and
market toward the current
consumers, with specific detail
regarding unique attributes and
historical success
Compares the media currently
used to communicate with and
market toward the current
consumers, but comparison
lacks accuracy or specific detail
regarding unique attributes and
historical success
Does not compare the media
currently used to communicate
with and market toward the
current consumers
7.66
Consumer Analysis:
Demographic
Meets “Proficient” criteria and
demonstrates in-depth
knowledge of demographical
information
Describes in detail the
demographics of the targeted
consumers
Describes the demographics of
the targeted consumers, but
with gaps in accuracy or detail
Does not describe the
demographics of the targeted
consumers
5.75
Consumer Analysis:
Motivations
Meets “Proficient” criteria and
makes cogent connections
between consumer behavior
and motivation
Analyzes the behavior of the
targeted consumers to identify
their primary motivations
Analyzes the behavior of the
targeted consumers, but
analysis lacks details, or
identified primary motivations
are not a logical extension of
the analysis
Does not analyze the behavior
of targeted consumers to
identify their primary
motivations
5.75
Consumer Analysis:
Political Environment
Meets “Proficient” criteria and
demonstrates keen insight into
the influence of the political
environment on consumer
behavior
Analyzes the current political
environment at the
geographical level appropriate
for the facility, individual, or
organization of focus for its
influence on the new consumer
audience
Analyzes the current political
environment for its influence
on the new consumer
audience, but analysis lacks
relevancy of geographic level,
detail, or accuracy
Does not analyze the current
political environment for its
influence on the new consumer
audience
5.75
Consumer Analysis:
Social and Cultural
Meets “Proficient” criteria and
demonstrates keen insight into
the cultural and social
influences of consumers
Describes the social and
cultural aspects that influence
the new consumer audience,
illustrated with examples
Describes the social and
cultural influences, but
description lacks specificity to
the new consumer, accuracy of
claims, or illustrative examples
Does not describe social and
cultural influences
5.75
Consumer Analysis:
Available Media
Meets “Proficient” criteria and
shows mastery of determining
successful media options for
specific audiences
Compares available media
opportunities to identify
aspects that may impact
success with the new consumer
audience
Compares available media
opportunities to identify
aspects that may impact
success with the new consumer
audience, but comparison lacks
detail or accuracy
Does not compare available
media opportunities to identify
aspects that may impact
success with the new consumer
audience
7.66
Proven Strategies:
Similar
Meets “Proficient” criteria and
demonstrates mastery of
illustrating marketing concepts
Explains how a successful
strategy was applied to a
similar marketing situation and
subject, illustrating with
examples
Explains how a strategy was
applied to a marketing situation
and subject, but strategy was
not successful, situation was
not similar, or examples were
not illustrative of the
application
Does not explain how a
strategy was applied to a
similar marketing situation and
subject
5.75
Proven Strategies:
Different
Meets “Proficient” criteria and
demonstrates keen insight into
how strategies are successfully
applied at different levels
Explains how a successful
strategy was applied to a
marketing situation aimed at a
different geographic level than
the selected focus, illustrated
with examples
Explains how a strategy was
applied to a marketing situation
aimed at a different geographic
level than the selected focus,
but strategy applied was not
successful in the cited case,
example used is not illustrative
of the application, or claims
made are inaccurate
Does not explain how a
strategy was applied to a
marketing situation aimed at a
different geographic level
5.75
Proven Strategies:
Application
Meets “Proficient” criteria and
demonstrates keen ability to
distinguish successful strategies
for specific sport marketing
purposes
Assesses the extent to which
each of the previously
identified strategies used in
other campaigns would work
for the selected facility,
individual, or organization, with
examples and logical details
Assesses the extent to which
each of the previously
identified strategies used in
other campaigns would work
for the selected facility,
individual, or organization, but
assessment lacks logical details,
examples, or clarity
Does not assess the extent to
which each of the previously
identified strategies would
work for the selected focus
5.75
Proven Strategies:
Defend
Meets “Proficient” criteria and
demonstrates mastery of
marketing strategy concepts
selection
Defends the selection of a
relevant, proven strategy
appropriate for application to
the chosen campaign
Defends the selection of a
strategy for application to the
chosen campaign, but strategy
is unproven, irrelevant, or
otherwise inappropriate, or
defense of strategy lacks logic
or detail
Does not defend the selection
of a strategy for application to
the chosen campaign
5.75
One-, Three-, and
Five-Year Plan:
Illustrate
Meets “Proficient” criteria and
demonstrates masterful
application of marketing
strategies with future planning
in mind
Illustrates how and why the
selected strategy will be
implemented during years 1, 3,
and 5, with examples
Illustrates how and why the
selected strategy will be
implemented during years 1, 3,
and 5, but illustration lacks
detail or examples
Does not illustrate how and
why the selected strategy will
be implemented during years 1,
3, and 5
5.75
One-, Three-, and
Five-Year Plan: Media
Opportunities
Meets “Proficient” criteria and
demonstrates keen insight into
the application of media
opportunities with future
planning in mind
Defines media opportunities for
use in years 1, 3, and 5, with
examples and reasoning
Defines media opportunities for
years 1, 3, and 5, but definition
lacks detail, reasoning, or
examples
Does not define media
opportunities in years 1, 3, and
5
7.68
Articulation of
Response
Submission is free of errors
related to citations, grammar,
spelling, syntax, and
organization, and is presented
in a professional and easy-to-
read format
Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization
Submission has major errors
related to citations, grammar,
spelling, syntax, or organization
that negatively impact
readability and articulation of
main ideas
Submission has critical errors
related to citations, grammar,
spelling, syntax, or organization
that prevent understanding of
ideas
4
Total 100%
- SPT 208 Final Project Guidelines and Rubric
Overview
Prompt
Milestones
Final Project Rubric