The purpose of the assignment is for students to evaluate the marketing elements comprising a sporting event (in person or virtual). Students will audit one sporting event and prepare an analysis of the experience. The student’s role in the sporting event audit will be that of a critical observer.
Students will analyze the experience from the perspective of a marketing consultant. As a consultant, you should describe strengths and weaknesses of the event. Make note of problems/concerns, and offer an idea (or ideas) on how to address any problem or concern. Additionally, as you reflect on the experience, offer at least two suggestions on how the sporting event experience for the consumer may be improved (these elements should be different than any problems/concerns noted).
Marketing mix elements of the event include (but are not limited to):
1. Product (the sporting event itself)
2. Price (tickets, concessions, merchandise, other)
3. Place (facility, atmosphere, may overlap with physical evidence)
4. Promotion (information about the event, signage, media elements, special promotions, etc.)
5. Physical Evidence (ancillary elements; may overlap with place)
6. Personnel (staff, ticket takers, concessions staff, security, etc.)
7. Process (what is involved in learning about the event, all the way through experiencing – attending- the event).
There may be more content associated with some items depending on the sporting event selected. For example, some sporting events may include media promotions, many may not.
An important element of your paper is to provide not just a listing of elements, but a reflection of your experience. Pay attention to the similarities and differences in the current event experience, compared to other experiences you have had.
Each paper will be submitted via BlackBoard and should be a maximum of eight (8) double-spaced pages (excluding any references and title page). It is expected that you will follow APA format. Each paper should include a balance of reflections and appraisal. For more information on Sport Event Audit see this: https://www.dictionary.com/browse/event
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