Sports Marketing

Sports Marketing
Assessment 3: Case study Word limit: 1500 words (+/- 10%) Weighting: 25%
Due date: 9am AEDT Monday 11 January 2016 (Week 8)
Assessment overview
This assessment requires you to prepare a case study in report-form which is in response to an
advertisement. It is intended to help you identify the elements of marketing that are used in
approaching different sporting events.
Assessment details
Watch this video from the UK’s Channel 4, Channel 4 Paralympics Meet the Superhumans
Annotated Vers <https://www.youtube.com/watch?v=vavJK1McHUo> which promotes the 2012
Paralympics.
You should then prepare your case study in report form using the points below as a guide.
Analyse
You are required to analyse the video and its relevance to what you have learnt so far, paying
particular attention to how it:
 represents a unique sporting product
 defines the brand
 broadens the market segment.
State
 What the key objectives of the advertisement appear to be.
 What integrated marketing communication (IMC) message is associated with the
advertisement.
 How effectively these objectives and messages have been communicated.
Layout
The layout of your case study should be professionally presented and include the following:
 introduction
 analysis of the video as a sport product promotional tool, what brand is being marketed, and
the market segments to whom this is meant to appeal. Also,
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SPO20001: Sports Marketing
o Identify the key objectives of the ad.
o Identify the key IMC messages.
 conclusion
 reference list using Harvard style.
Submission details
Please submit your assignment through Turnitin. More detailed information is available in the
Assessment 3 folder in Blackboard.
References
LaCuarta.com 2012, Channel 4 Paralympics Meet the Superhumans Annotated Vers, 23 August,
viewed 19 August 2015, < https://www.youtube.com/watch?v=vavJK1McHUo>.
Assessment criteria
1. Analysis.
2. Content.
3. Research.
4. Style, structure, presentation and referencing.