Posted: August 26th, 2015

Sport Marketing Plan

Submission Details
Assignments are to be submitted online and instructions can be found on the subject’s LMS site. Please note: assignments should have a
computer-generated word count (2,000 words), a table of contents and be free of spelling, grammatical or referencing errors. By submitting
the assessment online, students take responsibility for the originality of their work and accept the penalties for academic misconduct.
Feedback
Students will receive individual feedback and universal feedback will be made available shortly thereafter.
Description of Task
Students will develop a comprehensive marketing plan for a professional or semi-professional sport organisation based on the strategic
marketing framework discussed in the textbook, lectures and tutorials. Students have been assigned the task as Marketing Manager for either:
 The Melbourne Mustangs (Australian Ice Hockey League – AIHL).
The Mustangs IHC were founded in 2010 and joined the Melbourne Ice in the AIHL a year later.
 The Western Bulldogs or North Melbourne Kangaroos (Australian Football League – AFL).
The Western Bulldogs (as the Footscray Football Club) first fielded a junior side in 1877 and played its first senior game in 1886, while
the North Melbourne Kangaroos entered the premiership competition in 1870 and played its first senior game in 1874.
Part I of the Sport Marketing Plan is a strategic assessment of the sport organisation and its environment and will demonstrate an
understanding of what the chosen sport organisation currently does and identify sport marketing opportunities and/or challenges facing the
organisation. Research is the foundation to a successful marketing plan and so, although this is a ‘real-world’ assignment, you are still to
correctly reference all sources used, however, you are free to use footnotes if this will help your document ‘flow’.

 
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