2312THS
Sport Information
Sport
Media Strategy Analysis
Assessment
Two (A2)
Due date: 4:00pm, 30th August,
2019
Submission: To be posted on your course
website
Delivery: Individual assignment
Weight: 35% of course grade
Length: 1500 words (not including
references)
Assessment
Description:
This individual assessment piece requires you to identify and look at a sport organisation, team or athlete
(i.e., select
your case study) in terms of:
(a)
what issues have arisen in your case study, and
(b)
how your case study is currently dealing or has dealt with the issue in
the media through your analysis of your case study’s website/online presence.
Specifically looking at:
The
following list provides sample issues
that may have arisen in your selected case study.
·
Drug usage in sport
·
Poor sideline behaviour by parents at
junior sport fixtures
·
Resignation of key players and the
issues this has created in the case study.
·
Resignation of a coach and the issues
this has created in the case study
·
Player misconduct (end of season
celebrations; sexual assault issues; drink driving issues; social media use;
social behaviour in public spaces)
·
Spectator/fans misconduct
These
are just ideas to help guide you in your assessment. If you have questions
regarding your issue, please speak to your lecturer or tutor for advice.
Structure of
Report
·
a brief introduction
and description of your case study and overview of your report structure
(150 words)
o
you
must include a link to your case study’s website/social media site that is
publicly open;
·
an overview of
the issue associated with your case study with reference to the various
impacts on all organisational and community-based stakeholders (200 words)
o
if the
issue is not clearly addressed on the website/social media site, you must
include a link to any corresponding media artefact (news article etc.) that
describes the issue;
·
an analysis of your
case study’s online/website presence specifically
addressing the five points in the assessment description of media presence;
engagement on websites; cultural diversity and inclusion; website data and
target markets (600 words);
·
identification of key social media
platforms used on the sport organisations website (100 words);
·
a discussion on how
the case study is currently
dealing or has dealt with the issue in the immediate aftermath of
the incident in the media
o
or if they did not do this, a discussion
on the implications
of not doing so in relation to the impact on player retention,
participation, reputation, members, fans, sponsors, stakeholders (300 words);
·
A conclusion
with key arguments to evaluate strategies and suggest the most
successful strategic alternative(s) (150 words).
o
Which strategy is/was best and why
Use headings in
the body of your report to guide the reader
Assessment
Description:
This individual written report assessment piece requires you to identify
and look at a sport organisation, team or athlete (i.e., select your case study). You will specifically be
investigating any issues that are currently being dealt with or any issues that
have arisen in the past, in your case study. Your analysis will look at how your
case study is currently or
did deal with the issue in the immediate aftermath of the incident in the media.
You will do this through your analysis of your case study’s online presence. Specifically
looking at:
1.
Media Presence: How has your selected
case study addressed the issue through their social media platforms (You should
consider all media platforms that the case study uses), for example: Facebook,
Instagram, Snapchat, and/or their Website. If they did not address the issue on
their social media platforms, is there a local or national news item that
addresses the issue? This may contain
statements from the organisation, team or athlete or its representative. You
are advised to check the history of posts on the various platforms to look for
activity around the immediate time of the incident or times where ongoing
ramifications of the incident are being addressed (e.g., judiciary/legal
proceedings). In your opinion and supported by academic literature, has your case
study effectively used their social media platforms to address the issue? If not, why not?
2.
Engagement on websites: How has your
case study engaged with the players, fans and stakeholders on their websites
about the issue? For example, has the CEO/Chairman of the Board/Sport
Manager/Coach made an announcement on the website and social media platforms on
how the organisation is dealing with the issue?
If the issue is not addressed, what policies or procedure information or
services (e.g., counselling or ‘play by the rules’) is provided for stakeholder
(athletes/parents/referees/fans) access though the website that relates to this
issue. In your opinion and supported by academic literature, has your case
study effectively used their website to address the issue? If not, why not?
3.
Cultural Diversity and Inclusion: How
has your case study ensured that the issue has been addressed to ensure
cultural diversity and inclusion in the community? For example, would people
perceive your case study as inclusive and culturally accepting? How does your
case study address cultural diversity and inclusion across their website and
social media platforms generally? Did
they take any specific steps to address this area of their community directly
regarding the issue (e.g., if the issue was referee abuse, did your case study move
to set up any opportunities to more inclusively involve referees and
players/fans/members in other club activities to promote understanding and
build relationships in the aftermath of the incident?) In
your opinion and supported by academic literature, has your case study effectively addressed cultural diversity
and inclusion generally and also in relation to this issue on their website
and/or through their social media platforms? If not, why not?
4.
Website Data: How well (or not) is your
case study’s website and social media engagement reaching players, fans and
stakeholders? For example, you are to visit
the Facebook page, Twitter account, or Instagram account of your case study and calculate the amount of engagement
their posts elicit when addressing the crisis. If your case study has not placed the issue on their social media platforms, is there any
evidence of a change in traffic on the social media platforms around the time
of the incident (e.g., did your case study post more or less general
advertising of events around the time of the incident possibly to distract from
the issue)? What types of posts elicit
the most traffic on the social media platforms generally? In
your opinion and supported by academic literature, does your case study’s posts effectively engage
stakeholders generally through their social media accounts? If not, why not?
5.
Target Markets: How has your case study
ensured that their target market/s have been fully informed about the
issue? Who are the target markets for your
case study generally? (Justify this with
examples from the website.) How is your case study dealing with the issue
whilst taking into account the importance of their target market/s? In
your opinion and supported by academic literature, has your case study handled the issue well in relation to their
target market/s? If not, why not? Remember – in this
instance, target markets are not current stakeholders
(members/players/fans/parents etc) they are community members not already
affiliated with the club but who may choose to be directly or indirectly
affiliated in the future and who may be affected adversely by reputational
change.
Requirements:
·
COMPULSORY electronic coversheet. When submitting an assignment to
the Learning@Griffith course site, you are required by University Policy to
also fully complete the electronic cover sheet for
each assessment piece. This requires you to respond to two questions
regarding academic integrity and permission to use your assignment for
moderation purposes.
·
The word limit is 1500 words (strictly
up to 5%+/- variance in the word limit, i.e., 75words applies), excluding
references.
·
Include a title page with your name,
student number
·
Include a Table of Content (ToC) page.
·
Include a reference list in APA style
with a minimum of 5 peer-reviewed academic journal articles (which must also be
cited in-text).
·
Use 11 point font, 1.5 line spacing.
·
Presentation should be professional
Get Free Quote!
262 Experts Online