Your paper will be typed and in APA format. You must reference other individual’s work. The outcome I am expecting from this test is to have you demonstrate a clear understanding of the information that has been disseminated and demonstrated in class:
• Information Gathering / Research
• Environment and Competition
• Consumer Behavior
• Markets and Target Markets (segments)
• Product
• Pricing
• Public Relations
• Promotion
• Distribution
To make the jump from theory to practice I am giving you a scenario that will have you list, outline, and discuss the major variables in a marketing mix. Incorporate research articles/studies/marketing examples into your responses using APA 7th ed.
Scenario
As the new Director of Marketing of a division I university athletic department you have been making contacts in your new job when your boss calls you in for an important meeting. The university athletic department is developing a new media package that will include TV, radio and digital media. There have been a number of articles in the local newspaper focusing on the poor image the athletic department has in the community. A number of athletes have been involved with bar fights, DUI charges and a huge academic cheating ring was uncovered last semester that athletes from several teams were involved. So, your boss says that the athletic department has got to “change our image”. As bosses tend to do, the Athletic Director has passed the buck to you the Director of Marketing. Your task will be to develop a plan to market a new and more favorable image for the entire athletic program and institution. Specifically, you are to develop a plan that will use media (TV, radio and digital media) to develop a positive presentation of your athletic programs and institution. In any marketing plan public relations is a critical function. Include a solid media relations component to ensure awareness and understanding of the mission for the athletic department and institution so it can be perceived and accepted by your customers and sponsors. There is not much of a current marketing plan in place so you pretty much have an open slate. The budget is very tight; therefore, you cannot give away the farm. Keep your plans workable.
To assist you in having a clear picture of the situation let us use Northwestern State University as a basis for the project. In other words, use NSU for number of Men & Women teams, type of teams in your athletic department, attendance records, university size and size of town.
