2005 Australian University Games; Sports & Event Marketing

9143 words - 37 pages

Executive SummaryThis major research project is on sport and event marketing. Therefore the beach volleyball competition at the Australian University Games (AUG) was chosen. The report consists of a full analysis of the event, using observational research and theory from a number of sources. The paper attempts to analyze the event in a practical and theoretical way. It covers all the major issues concerning the marketing and theory relating to the event.The Australian University Game (AUG) is a big annual Australian Sports Event and was this year held in Brisbane, Queensland. The beach volleyball competition was held at the beach, Queensland Sport and Athletics Centre (QSAC) (formerly QEII Stadium). In the paper it will be shown where the strength and weaknesses lie and where improvements need to be made.The main weakness was, that there was basically no audience and also the promotion was very weak. The key strength of the event was, that the organization run smoothly and that the targeted goal of the Australian University Sport Association (AUS), to develop & provide sporting opportunities for university students, was reached.ContentsIntroduction- 4 -1. Background- 4 -1.1 Background of Australian University Games- 4 -1.2 History of Beach volleyball from an Australian perspective- 5 -1.3 The Venue- 5 -1.4 General Information- 6 -1.5 External Environment of the Australian University Games- 7 -1.6 Competitor Analysis- 10 -1.7 Stakeholders in Events- 12 -1.8 SWOT-Analysis- 13 -2. Sustainability- 15 -2.1. Economical impacts- 15 -2.2. Social impacts- 15 -2.3 Environmental impacts- 16 -3. Consumer Behavior- 17 -3.1 Demographics- 17 -3.2 Psychographics- 18 -3.3 Behavior- 19 -3.4 Potential target market and Key decision making criteria- 20 -4 Setting up the research, and the developing the marketing plan- 22 -4.1 Secondary data- 24 -4.2 Primary Data- 25 -4.2.1 Qualitative Research- 26 -4.2.2 Quantitative research- 27 -4.3 Budget for Research- 29 -5. Marketing Mix- 30 -5. 1 Product- 30 -5.2 Price- 32 -5.3 Place (Distribution)- 33 -5.4 Promotion- 34 -5.6 Is the marketing mix integrated?- 34 -5.7 Does the marketing mix meet the needs of the target market?- 34 -5.8 Key strengths and weaknesses of the marketing mix- 35 -5.9 Recommended changes- 35 -6 Marketing strategy- 36 -7 Description and evaluation of the role of sponsors- 38 -8 Event evaluation and success- 41 -9. Recommendations- 43 -10. Recommended Innovations- 44 -10.1 Venue- 44 -10.2 Product- 44 -10.3 Targeted audience- 45 -10.4 Entertainment- 46 -10.5 Promotion- 47 -Conclusion- 48 -Bibliography- 49 -AppendixAppendix AIAppendix BIIAppendix CIVAppendix DVAppendix EVIAppendix FVIIAppendix GIXAppendix HXIVExtras*Social Pass*Booklet*Badge*Venue Flyer*Sunscreen2005 Australian University GamesBrisbane, Queensland, 25 - 30 September 2005Australian Football. Badminton. Baseball. Beach Volleyball. Cross Country. Cycling. Diving. Hockey. Judo. Kendo. Soccer. Softball. Squash. Swimming. Taekwondo. Tennis....

Find Another Essay On 2005 Australian University Games; Sports & Event Marketing

Information Portfolio- Secondary information collected and gathered for analysis (good or bad) to identify the concepts of sports marketing

2373 words - 9 pages and the following are common in this topic area.Several elements are in the composition of sports marketing that include: rights holders, broadcasters, facilities/venues, promoters, sponsors/buyers, the athletes themselves and competition management.Rights holders involve sporting entities such as the IOC (International Olympic Committee), AFL (Australian Football League) and the NBA (National Basketball League) etc. These own and control

ESPN: The World Wide Leader in Sports

1985 words - 8 pages sports. Action Sports are sports such as BMX, skateboarding, snowboarding etc (Hardin and Greer). These are the sports that are primarily featured on ESPN through the X-Games. These sports appeal to the young kids from 11-18 years old. The X-Games are a way of marketing all of the action sports into one event through Winter and Summer X-Games with ESPN as the host of it. As one can see ESPN has been very successful throughout much of its thirty-five

Tourism During the Vancouver 2010 Winter Olympic Games

1917 words - 8 pages Vancouver. A report released by the University of British Columbia thoroughly examined the effects of tourism on the city’s economy during the 2010 Winter Olympic Games. Predominantly it explained how tourism during the Games provided Vancouver with an economic and cultural boost, focusing almost solely on the positive aspects of the event. The lead researcher, Robert VanWynsberghe, an assistant professor in The Department of Educational Studies

Elasticity of the West Tigers Organization

2216 words - 9 pages squeeze’ 2012, Sydney Morning Herald, 19 October, viewed 18 May 2014 • Connor, J. & Mazanov, J. 2010, ‘The Inevitability of Scandal: Lessons for Sponsors and Administrators’, International Journal of Sports Marketing & Sponsorship, vol. 11, no. 3, pp. 183 • Getz, D. 2007, Event studies: Theory, research and policy for planned events, Butterworth

Tanner W. ROUGH DRAFT AS OF 12/10

797 words - 4 pages Sports management is a business aspect of sports. It is a field that includes many different jobs that would interest someone who likes sports. It involves professional, which is college and recreation, and marketing, which includes event management, facility management, and finance information. Some examples of sport managers include the front office system in professional sports, college sports managers, recreational sport managers, sports

Sports Marketing and Mobile Technology

1207 words - 5 pages experience better for fans. Works Cited Feil, Stuart. "The Passion of the Fan." ADWEEK. N.p., 28 Jan. 2013. Web. 3 Dec. 2013. Johnson, Greg. "Big-time Backers Are Trying to Breathe New Life into High-flying Sport of Slamball." Chicago Tribune. N.p., 13 May 2008. Web. 3 Dec. 2013. Keller, Tracy. "The Rise of Mobile in Sports Marketing." Concordia University Saint Paul. N.p., 29 Apr. 2013. Web. 3 Dec. 2013. Krigsman, Michael. "Sports Marketing and Technology with the New England Patriots." ZDNet.com. N.p., 2 Aug. 2013. Web. 3 Dec. 2013.

post tweets and sportsmobiles

1363 words - 6 pages essence of what a true fan wants, talking about their teams with other fans. It builds a sense of community which fans appreciate, and at the same time the company’s revenue will appreciate it (How Can Sports). The next question pertained to Euro 2012 and The Olympics; in regards to if social media was more suited for one event over the other. Both men agreed that the summer of 2012 was a huge opportunity for social media in sports marketing to take


1166 words - 5 pages questionnaire athletes and non-athletes will be shown a series of 8 sporting event films. In attempt to determine if media coverage and commentaries influence the degree of acceptance of aggression and perceived legitimacy of rule violating sports behavior 4 of the sporting events films will include pre and postgame media coverage and commentaries and 4 films will contain no media coverage (Silva, 1983). These three types of sport was further subdivided

Past Campaign and How Its Evolved

628 words - 3 pages wide-angle lens. The company ended the year with $64 million in revenue. This strategy of constantly trying to update the camera, preferably year on year, meant that people always wanted to buy the latest model and document their own high-octane activities. This is where one of the newer marketing techniques came in: GoPro began to sponsor specific athletes and events. The X-Games, a massive extreme sports competition, was an obvious choice for

Australian History of the 1980`s

1726 words - 7 pages solely original Australian concept, in terms of sports. The team and rules were unique to Australia, making the formation, teams and game an important part of our identity. Australia`s influence from both America and Britain led to us ‘adopting’ games from both cultures, such as basketball for the former, and cricket and rugby from the latter. Australia made many great sporting achievements during the 1980`s, including participating in the

Funding for a Better Alternative: Well-ness Programs in College

1474 words - 6 pages factor to why students are not academically engaged in learning. The growth of these events have increased from 39% to 98% in the last couple of months. It mostly increases during the spring or the month that funding specialist call ''march madness,'' when hundreds of thousands of college students are prepared to watch the playoffs games. The intense event lowers the form of student learning. A study conducted by the National Collegiate Athletic

Similar Essays

A Career In Sports Marketing Essay

1074 words - 4 pages motivating target markets to purchase goods and services. Sports marketing at Clemson University has many different aspects ranging from sports and technology and sport law to sponsorship and sports economics. “Sports marketing is simply any sales or publicity-related activity associated with an organized sporting event (or events), its personalities, or the celebrity lifestyle of its participants” (Schaaf 22). There are two components of sports

The Expanding Field Of Sports Sponsorship And Relate It To Growth In Market Share For Multinational Organisations

2475 words - 10 pages /2004/company_information/olympic.jsp&menu=aboutbandq&linktype=leftnav_olympicBloom, P. N., Hoeffler, S., Keller, K. L., & Meza, C. E. B. (2006). How social-cause marketing affects consumer perceptions MITSloan Management Review, 47, 49-55.Cornwell, T. B., Pruitt, S. W., & Clark, J. M. (2005). The Relationship Between Major-League Sports' Official Sponsorship Announcements and the Stock Prices of Sponsoring Firms. Academy of

The Impact Of Alcohol Advertising In Sport On Teenagers

1304 words - 6 pages Sports’ marketing is an attractive area for marketers to implement questionable practices because of the increasing amounts of money spent on sponsorship of sports. Burnett, Menon & Smart in their book Ambush Marketing & the Mega-Event Monopoly (1993, p. 22) suggest that as marketers look for new ways to reach consumers, by advertising, licensing, promotional tie-ins, and sponsorships of sports activities will continue to increase. "Sports

Strategies In The Sports Marketing Industry

1320 words - 6 pages how a team markets products and how much revenue they earn. If the world of sports were to cease to exist as we know it, the economy would take a huge hit. Many don’t realize the role that sports marketing plays in the economy. This industry provides 456,000 jobs with average salaries of about $39,000 (Burrow). Without people working these jobs, there would be no advertisements, no team apparel, and no televised games. Wake Forest University does