Description

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:

1. Media Presence
2. Engagement on Websites/Social Media
3. Cultural Diversity and Inclusion
4. Website/Social Media Data
5. Target Markets

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