MBA Program Assessment Brief For Academic Year MSP301 Sports ✓ Solved

MBA Program Assessment Brief Academic Year MSP301 SPORTS MARKETING MANAGEMENT MID-T ER M A SSESSMENT : C A SE STU D Y A NA LYSIS

Students must choose a sport marketing case from a provided portfolio of five cases. A case study analysis involves investigating a business problem within the sport marketing context, examining alternative solutions, and proposing the most effective solution supported by evidence. The analysis should be thorough, incorporating relevant theories and concepts studied in class.

The assessment comprises a case study analysis worth 40% of the total course grade, covering the identification and discussion of sport marketing issues, the contingency framework, strategies or tactics implemented, their consequences, alignment with existing codes or theories, and recommended improvements.

The analysis should include:

  • Identification and discussion of the sport marketing issues (10%)
  • Description of the sport marketing contingency framework (15%)
  • Strategies, tactics, or actions implemented (10%)
  • Consequences of these strategies/tactics/actions (15%)
  • Assessment of procedures in line with codes of practice, policies or theories (25%)
  • Design of possible recommendations for better responses or issue resolution (25%)

Preparation guidelines advise understanding and examining the case thoroughly, identifying key problems and their impacts, researching possible solutions, and selecting the most feasible one based on supporting evidence. The structure of the report should include a cover page, table of contents, introduction, critical discussion with analysis and visual data, conclusion, and an appendix. The word count should be approximately 2500 words, with references formatted according to the Harvard Referencing System.

Submission must be uploaded to the designated Turnitin folder on Moodle, with the filename including the course name, instructor, student name, ID, and assignment title. The time for completion will be set by the course faculty and posted on Moodle.

Sample Paper For Above instruction

Introduction

Sport marketing plays a vital role in the promotion and commercialization of sports properties and organizations. This case study analysis examines the strategic marketing decisions made by a renowned sports entity, focusing on identifying core issues, analyzing implemented strategies, and proposing actionable recommendations. The objectives are to understand the underlying problems, assess strategic responses, and explore ways to optimize future outcomes within the dynamic landscape of sport marketing.

Background and Context

The selected case involves the Manchester United football club’s foray into digital engagement and brand expansion in Asia. The initiative aimed to capitalize on emerging markets and leverage digital platforms to enhance fan engagement and revenue streams. The case involves multiple stakeholders, including club management, sponsorship partners, and fans. The core problem was how to effectively localize and adapt marketing strategies to diverse Asian markets while maintaining the global brand identity.

Analysis of Sport Marketing Issues

The primary issues revolved around cultural adaptation, digital platform optimization, sponsorship activation, and brand consistency. Cultural differences posed challenges in tailoring content that resonated with local audiences. Additionally, digital infrastructure disparities affected engagement levels. Managing multiple sponsorship agreements while ensuring consistent brand messaging was also critical. These issues reflect the broader challenges of globalization and regional customization in sports marketing, requiring nuanced strategies that balance local relevance with global standards (Coughlan et al., 2018).

Contingency Framework in Sport Marketing

The contingency framework offers a flexible approach whereby marketing strategies are designed to adapt to external environmental factors. In this case, the framework facilitated tailoring digital content and sponsorship activations according to regional market conditions and cultural nuances. It emphasizes the importance of situational analysis, stakeholder engagement, and adaptive tactics (Moore & Jacob, 2015). By implementing a contingency approach, Manchester United could respond promptly to feedback, adjust promotional activities, and optimize engagement metrics.

Strategies, Tactics, and Actions Implemented

The club adopted localized digital campaigns, including region-specific content, language adaptation, and cultural references. Sponsorship activation involved co-branded initiatives aligned with local festivals and events. Social media platforms were optimized for regional audiences, and interactive features such as fan polls and live chats were introduced. The club also partnered with local influencers to widen reach and foster community engagement. These strategies aimed to increase brand loyalty, fan interaction, and revenue generation (Billings et al., 2020).

Consequences of Strategies Implemented

The immediate outcome was increased digital engagement metrics, including higher social media followers, interactions, and positive sentiment analysis. Sponsorship revenues from Asian markets grew due to targeted activation campaigns. Fan surveys indicated a stronger emotional connection to the club, particularly among younger demographics. However, some challenges emerged, such as content overload and cultural misinterpretations, leading to occasional backlash. Overall, the strategies contributed to strengthening Manchester United’s regional presence but underscored the need for ongoing cultural sensitivity and content refinement.

Alignment with Codes of Practice, Policies, and Theories

The strategies aligned with established marketing theories, including relationship marketing and integrated marketing communications (IMC). The club’s localization efforts adhered to ethical standards promoting cultural sensitivity, transparency, and fan engagement (Kotler et al., 2016). The use of social media and digital platforms conformed to data privacy policies and content guidelines. The strategic decisions reflected contemporary best practices in global sport marketing, emphasizing authenticity, stakeholder management, and strategic flexibility (Shilbury et al., 2019).

Recommendations for Improvement

To enhance future marketing responses, the club should develop a more comprehensive cultural intelligence framework to better understand regional nuances. Investing in data analytics can refine targeting and personalization efforts. Establishing regional marketing hubs may foster closer stakeholder collaboration and rapid adaptation. Additionally, diversifying content types—such as behind-the-scenes footage, fan-generated content, and local athlete stories—can deepen engagement. Ensuring continuous monitoring and evaluation will facilitate timely adjustments, maximizing effectiveness and minimizing cultural missteps (Miller & Kerr, 2017).

Conclusion

Effective sport marketing requires a balance of global branding and localized adaptation. The Manchester United case illustrates the importance of situational analysis, strategic flexibility, and cultural sensitivity. Through targeted digital campaigns, sponsorship activations, and stakeholder engagement, the club successfully expanded its Asian market presence. However, ongoing challenges necessitate continuous strategic refinement and cultural understanding. Future initiatives should prioritize adaptive strategies, stakeholder collaboration, and data-driven decision-making to sustain growth and fan loyalty.

References

  • Billings, A. C., Angelini, J., & Kennedy, E. (2020). Sport Media & Society. Routledge.
  • Coughlan, A., Anderson, E., & Till, B. D. (2018). Player-Brand Fit in Sports Sponsorship: A Cultural Perspective. Journal of Business Research, 89, 69–80.
  • Kotler, P., Bowen, J. T., & Makens, J. C. (2016). Marketing for Hospitality and Tourism. Pearson Education.
  • Miller, T., & Kerr, J. (2017). Fan Engagement and Digital Marketing Strategies in Sport. Sport Management Review, 20(4), 359–370.
  • Moore, E. S., & Jacob, F. J. (2015). Sports Marketing and the Contingency Framework. Journal of Sport Management, 29(3), 339–351.
  • Shilbury, D., Ferkins, L., & Sawyer, N. (2019). Strategic Sport Marketing. Routledge.

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