Live Tweet topics for 27 March 2012 that starts at 1230 (12:30 PM) Perth time.
The topics will all be listed below with relevant links, but the questions will remain secret until the live chat.
The rationale for this classroom assessment item is twofold:
1. To uncover whether the use of social media can be used to foster student engagement in university classroom settings
2. To analyse whether a micro-blogging service could enhance:
- -the co-creation of unit content,
- -enable real-world examples to be brought into the classroom, and
- -foster engagement with unit materials
SPM2122 has two textbooks that are used. They are:
Shilbury, D., Quick, S., & Westerbeek, H. (2009) Strategic sport marketing (3rd ed.). Sydney: Allen & Unwin.
Smith, A. C. T. (2008). Introduction to Sport Marketing. Sydney: Elsevier.
All questions will come from unit (course) materials that were discussed in seminars from week 1 to week 4. Please review the relevant chapters from our reading list, which was:
Week 1 please read Chapters 1 and 2 from the Shilbury et al text
Week 2 please read Chapters 1 & 2 from the Smith text
Week 3 please read Chapter 3 from the Shilbury et al text
Week 4 please read Chapter 4 from the Shilbury et al text
Chapter 1 of the Shilbury et al. text outlines seven components of the marketing mix (the 7 Ps). The “seven component strategies of the marketing mix [are] composed of the traditional 4Ps of marketing plus the 3Ps of service—process, people and physical evidence (Shilbury et al., 2009, p. 6).
Please review these and be prepared to discuss and apply the 7 Ps to contemporary sport marketing examples.
Smith (2008) discusses nine unique characteristics of the competitive sport product. “Sport is business, but it is a special form of business. The key is to understand the special features of sport and their relevance to meeting the needs of sport consumers” (Smith, p. 21).
Smith describes the special features of sport and emphases how those factors make sport appealing to consumers, but would normally be considered unattractive in most products. These features are important for sport marketers to understand because of the need to balance the potential to dissatisfy sport consumers by overemphasising marketing and commercial gain, against the attraction of keeping the unique characteristics of sport alive for them.
In this topic’s discuss, we will outline how sport marketers can use the nine special features of sport in an attempt to foster emotion in the sporting exeperience.
In week four, we discussed three ways in which sport organisations can collect data. These were: General market data, individual consumers data, and competitors and/or participants’ data.
General market data include all the information which relates to the broad environment in which the sport operates. Individual consumers data concerns their attitudes and behaviours related to a specific sport product or service. A third source of information for sporting organisations relates to competitors and their participants. It is critical that sporting organisations not only be aware of who their competitors are but also know the consumers of a rival’s products or services (adapted from Shilbury et al., 2009, p. 65).
In our discussion on this topic, we will tweet about the different methods that contemporary sport organisations use to collect data and use new media examples
Smith (2008) suggests that “The idea of branding is closely linked with positioning. A brand is like an identifying badge, often reinforced by a name or a logo that helps consumers recognise a product or an organisation. A brand becomes linked with consumers’ opinions and perceptions of a sport product and organisation” (p. 115). In week 2, we discussed positioning strategies of various brands.
In the discussion of this topic, you will be asked to give examples of brand attributes “(aspects of the brand that are defining, unique and special to each organisation)” (Smith, p. 118) of several sporting teams. On page 118 of the Smith text, there is an interactive case that might help you in preparing for this topic.