,I
PROPOSAL TO DESIGNATE AN EXISTING
COURSE AS ORAL COMMUNICATION INTENSIVE
UNIVERSITY CURRICULUM COMMITTEE
University of North Carolina at Wilmington
Wilmington, NC 28403
Course: Marketing for Recreation Services
Departmem: =RE~C~/=H=AH==S~
Course Number: REC 380
Title: Marketing for Recreation Services
_
*Current Catalogue Description:
REC 380. Marketing for Recreation Services (3) Prerequisites: REC 265, 359, and 375; or permission of instructor.
Application of marketing principles to recreation service delivery systems, including procedures for developing
marketing plans for recreation, park, tourism, and sports programs. An emphasis is placed on organizing and
analyzing the marketing process and planning the marketing mix. The class project on applied marketing in recreation
enables students to develop a more in-depth understanding and appreciation of marketing in the field.
Description of assignment(s) that involve a solo oral presentation:
The bad and the ugly assignment:. Students will collect the not so good examples of
promotions in the recreation industry. These examples can be print, radio, or videos. Students
will present in class one (1) example from their collection to the rest of the class.
Marketing plan: Students will form groups and choose an organization to create a "real world"
marketing plan. This project should be presented in professional form.
Group presentation: Students will present their marketing plan to the class and their
organization. This is to be considered a professional, career presentation. The presentation will
focus on the promotional campaign of the marketing plan.
How will the presentation be evaluated?
The presentations are evaluated how successfully each student meets the assignment's
expectations. The assignment sheets and grading criteria are attached.
Estimated percentage of final grade assigned to oral presentation:
Approximately 40% of total grade.
*If changes in the catalogue description are indicated, this proposal must first be approved by the
appropriate school or college curriculum committee.
Signature of Department Chairperson:
Signature of Dean:
----:---......:w-x=:.=...f-l---L~~==+~---Date: ----'~Cl...6_=_J+I-o-~-V ~
Date:
Action of the University Curriculum Committee:
Signature of the UCC Chairperson: ______________
uee Approved: 11194
Date:
R.ec 380:
Marketing tor R.ecreation Services
Marketing f'lan Assignment Sheet
Spring 2009
The purpose:
Apply marketing principles and create a marketing plan for an actual recreation, tourism or
hospitality business in the Wilmington community.
The task:
Students will form groups and prepare a marketing plan for one (1) of the organizations that will
be presenting to the class. Students will prepare two (2) professionally created documents that
contain their marketing plan. Students will then conduct a professional presentation outlining
their major findings at the conclusion of the semester.
Successful completion of this task is divided into five steps:
Step#1
Students will form groups of five (5) students each. Each group will present to the instructor one
list of group member names in class on Tuesday, February 3 after hearing a brief introduction
from the organizations.
Step
#2
Meeting with selected organization. Students will arrange for a meeting with their selected
organization. This meeting must take place by Tuesday, February, 17.
Step
#3
Situational Assessment Rough draft: Students will prepare a rough draft of a portion of the
marketing plan and turn it in for comment on Tuesday, February 24. This will comprise parts
III and IV described below in step # 4.
Step
#4-
Students will create a marketing plan portfolio for their selected organization. This should be a
professionally bound and prepared document. Students will turn in two (2) copies of their
marketing plan portfolio at the beginning of class on Tuesday, April 14. One copy will be given
to the organization representative at the presentation and the other will go to the instructor. The
instructor copy will be returned to the groups at the conclusion of the semester. The idea behind
the portfolio is to have a professional product you can show to potential employers.
Students will benefit from reviewing your textbook pp. 80-84, however, we are not covering
everything exactly as it is in the text. Also, it will be helpful to refer to your class notes.
Specifically you will want to include the following in your portfolio:
I. Table of Contents
II. Executive Summary:
o
o
o
Marketing objectives
The organization's SWOT
Key Conclusions
III. Organizational Assessment:
•
•
•
•
•
History of the organization
Philosophy of the organization
Inventory of services, products, facilities
Organizational structure (don't worry about including job descriptions)
List of stakeholders (and include a rationale of why they are stakeholders) - a flowchart
here similar to the ones we did in class would be ideal here
• Historical marketing efforts
• Image
• Describe the recreation "product" the organization offers? What are the benefits? Costs?
Identify how perceptions of the benefits and costs may change through the three phases
of the experience (anticipatory, experiential, and recollection phases)
IV. Global, Industry, and Competitive Assessments: in this section, you should refer to
outside sources found in print or the internet. There is a variety of helpful websites found in
your textbook as well. It is VERY important for you to CITE your sources appropriately as you
use them and include a reference page at the end of the marketing plan.
• Discuss the macro environment in which the organization operates. You can include the
natural environment, demographics, where we live, the political environment, and the
cultural environment.
• Industry assessment
• Market assessment: who are they currently marketing to? What are the demographics in
the community in which they serve?
• Who are their competitors? (You may wish to include a "bulls eye" type of diagram as
we did in class, however, be sure to describe it efficiently in your text). You can also
describe the competitors in terms of share of mind, share of heart
• Include a SWOT analysis here of the organization and how they relate to their
competition. What is their competitive differentiation?
V. Target Market Assessment:
•
Target marketing: Identify at least three (3) potential target markets from your list to
pursue promotional strategies. Describe them using geographic, demographic,
psychographic, and behavioral variables.
VI. Brand Mapping:
•
Conduct a brand map for each of the three target markets identified above. Conduct a
SWOT analysis after each to determine which target market should be pursued. After this
analysis, select one (1) target market to develop marketing objectives for.
VII. Target Market Objectives:
•
Write three (3) specific marketing objectives to guide your promotional decisions based
on your selection of the one (1) target market. These objectives should be specific,
measurable, attainable, reflective of the organization's mission (or philosophy), and have
a time frame.
VIII. Promotional Mix:
• Discuss the distribution channels for your organization. This can include distributor's
who not only help sell the product and or service, but those who aid in promotion of the
organization as well.
• Discuss the current pricing structure. Given your selection of the target market, explore
alternative options for pricing. What benefits are you packaging for your target market?
What would be the costs for this target market?
IX. Communication Mix:
• Include at least three (3) high quality samples and strategies of ideas for promotional
efforts for your organization. Here you can include scripts for audio or television
advertisements, internet options, flyers, email blasts, incentives (like coupons),
sponsorships, press releases, development or use of logos and slogans, special events, etc.
You may want to include pictures here.
• Things not to be included here: Facebook or MySpace pages. Please go outside your
normal boundaries and design the promotional campaign for the target market.
Total points possible for the marketing plan portfolio: 100*
Grading of individual group member's efforts and participation*:
Since this is an extensive project and requires all members of the group to significantly
contribute, group members will have the opportunity to grade and provide comments on the
efforts of others in the group. These comments will be anonymous. Possible scores earned will
range from 0 (no effort/participation in the project) to 15 (contributed significantly to project)
and averaged. This will compile 15points of the 100 points possible for the portfolio.
5tep#5
Students will conduct a professional presentation to the class and their selected organization on
either Tuesday, April 21 from 5 to 7:45 PM. Students will present their marketing plans in a
presentation lasting a minimum of 20 minutes. You should have plenty to discuss and have no
trouble filling the time requirement. Please do not exceed the time requirement, nor cut it too
short. The presentation should focus primarily on your communication mix: specifically the
rationale behind your choices of promotions, why they "speak" to current and potential markets,
and why they might/are effective.
Grading
criteria for step #5:
•
•
•
Professionalism: dress, organization of presentation, meeting time
requirement 10%
Creativity: approach to presentation, appropriate use of visual aids,
exceeding minimum requirements 20%
Content: provides all the information required, audience has clear
understanding of all the marketing plan portfolio elements: 70%
•
Maximum points possible attributed to your final grade for part III: 50
•
The instructor will assign one point value for the entire group for the
presentation. However, it is expected that all members of the group will
contribute and speak at the presentation equally. The instructor reserves
the right to assign individual point values to group members when
warranted.
You may use any kind of visual aid: powerpoint, overheads, posters, physical objects, or other electronic
media. However, you must notify me in advance of your needs so that I can have the appropriate media
available for you. By advance, I mean by 5 pm 48 hours before your presentation date.
A note about visuals: Presentations require students to communicate a lot of information in a brief
period of time (and I will enforce the time limit on presentations). Visual aids often make this task more
tractable. When creating visuals, keep in mind that they should aid in your discussion, not pose barriers to
comprehension themselves. Thus, the aids should be simple and self-explanatory (this is a good rule of
thumb: your audience should always be able to understand the story told by tables, graphs, charts, etc.
without an additional narrative description).
A final note: This is a professional presentation and you should dress accordingly. Therefore it
would not be appropriate to show up wearing jeans, flip flops, or too short clothing. I do not expect
business suits, however, I would also not expect to see bellybuttons or undergarments either.
Kec ) 80: Marketing tor Kecreation Services
Spring 2009
The bad and the ugl~ assignment
Furpose:
We often tackle marketing and promotions on how to best reach our target market. Sometimes
however, it helps to see what works best by knowing what doesn't work.
The task:
This assignment asks students to collect the not so good examples of promotions in the
recreation, tourism, or sport industries. These examples can be print, radio, internet or videos.
Students will collect five (5) examples and write a minimum of one (1) page of why they don't
work. Do they use humor in a poor fashion? Is it an inappropriate medium? Does it not reach the
intended target market? Please explain your responses and elaborate. It would not be appropriate
to state it "wasn't good" or "it wasn't funny." Please attach a copy or web address of each
example you collect.
Students will also present one (1) example from their collection to the rest of the class on the due
date listed below.
Please be sure your examples are of the recreation, tourism, or sport industries. (This means it
easily fits into the commercial recreation, non-profit, hospitality, tourism, or sport industries.)
*Be sure tofollow the guidelines for written assignments in the course syllabus to maximize the
possible points earned on this assignment.
Due date:
Tuesday, January 27 at the beginning of class. Emailed or late assignments will not be accepted.
Total points possible:
25