Think ahead to several years from now and imagine that you work as the Chief Marketing Officer for the following professional sports teams – the Wellington Phoenix (a New Zealand team playing in the Australian soccer league, and with the lowest average attendance of all 10 teams). Based on your understanding of the topics covered in week 7,8,10 and 11. how can you use product, place, price, promotion (and any other element of the extended marketing mix you might wish to include) to increase the club membership and game attendance for your chosen sporting team?
Structured essay format:
- What is the purpose of this assignment, and what sport and context are you focusing on? This will be a very short section (100 words maximum).
- Marketing Mix: This section will include several sub-sections of its own, each of which will represent an element of the marketing mix. In order to convey your understanding to the marker, don’t just discuss what you are doing: also explain why. This may require cutting and pasting key aspects from your first assignment, because your marketing mix will obviously seek to satisfy fans’ motives for attending a game and/or becoming a member. Also, some elements of the marketing mix will be more important than others, so how you distribute the 2800 words allocated to this section is entirely up to you.
- Conclusion: A concise 100 word summary of the key aspects of your marketing mix.
- Reference list: An extensive research effort will be a key pre-requisite for this assignment. My marking expectations for this assignment are that you will have spent at least 30 hours researching, writing and proofreading your assignment. This naturally makes for an extensive reference list (e.g. at least 30 references, all of which are utilized in the body of your essay).
Please do have a look at my assignment 1 as a guideline for this assignment.
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