MKT 828 Lecture Notes - Lecture 1: Swot Analysis, Escalator

• School: Ryerson University
• Department: Marketing
• Course: MKT 828
• Professor: marlaspergel

Document Summary

Marketing minded leaders are needed in todays sport organizations. Builds a marketing plan but must also integrate with an organizations overall strategic vision. Sport organization must determine or establish core values before moving forward. After swot analysis you must reevaluate their strategies and potentially change the direction. The development and reassessment of goals and objectives should emanate from ongoing analy. Clarifying goals and objectives is what sets the manager apart from the caretaker. Develop a ticket marketing, sales and service plan. Tickets and spectator attendance are the trunk of the sport business money tree. Segment the market and target the key people. The escalator concept (moving current cusomters up the escalator and bringing new customers o. Retain current customers and grow at the same time, but invest more in current. 5 ps of sports marketing (product, price, promotion, place, public relations) Integrate the marketing plan into a broader, strategic resource allocation.