USA Olympics and Corporate Social Responsibility

USA Olympics and Corporate Social Responsibility

Order ID	53563633773
Type	Essay
Writer Level	Masters
Style	APA
Sources/References	4
Perfect Number of Pages to Order	5-10 Pages

Description/Paper Instructions

USA Olympics and Corporate Social Responsibility

• CMO #1 – DUE February 20 COB: USA Olympics + Corporate Social Responsibility (‘CSR’) 
Brand alignment to an event that brings billions of eyeballs, as is the marketing magnet of the Olympic Games, is the ultimate platform through which to promote a brand’s distinctive corporate social responsibility (‘CSR’) messages. More than a logo on custom patriotic sportswear, Global Olympic and Team USA sponsors can be touting their records for multiculturalism, community impact, environmental technology, etc. Sports and event sponsorships are typically cost-prohibitive for a bootstrapped or early-stage business. That isn’t to say that Team USA sponsors wouldn’t benefit from an entrepreneurial marketing approach to extract the most of this rare and extended campaign opportunity for their brand. In your first CMO assignment, you will be examining and contrasting brand marketing via the
• 1. IOC Sponsorships: What do IOC sponsorships cost? Indicate three (3) tiers of Olympic sponsor packages and how they differ, noting the Games’ years with the costs that you are citing, and the source of your information. Do you feel the Olympic Games are a viable marketing activity for an early stage entrepreneurial marketer? Please back up your answer.

and the use of entrepreneurial marketing techniques. Questions will invite your

PyeongChang 2018 Winter Games

comments as to marketing that seems rudimentary, and that which is more imaginative

and entrepreneurial. Then you will be invited to outline your guidance to a start-up in

how to attach a brand to the audiences drawn to the Olympics—affordably but still

effectively. You will need to do research and reference our books.

ENTREPRENEURIAL MARKETING | ENT 380 | SPRING 2018 CMO 1-3 Assignment Modules | Posted Jan. 2018 | p.3 of 8

2. Are Entrepreneurial Marketers and Olympic Games Good Teammates? Achieving brand sustainability through an entrepreneurial approach to marketing is a foundational theme of the Lodish text. Please name three (3) US brands that have maintained multi-year Olympic marketing commitments and what you find to be the most creative, even economical ways that these companies have leveraged the Olympic Games to build favorable brand reputation and visibility. Specify the target markets to which these brands are focused. This is a multi-part question so be attentive to answering completely.
3. Boston 2024: Boston won the IOC’s award of 2024 Summer Games, and then declined the host city invitation. What was the crux of that decision? How would this lesson affect your approach to creating partnerships for a brand that you are marketing?
4. Team USA ‘Ambusher’: What is an ‘ambusher’ and how would it relate to leveraging the Olympics as a CMO? Have the Olympics ever had an ambusher? Please describe your findings. Applying this strategy, how would you create a Team USA-themed marketing campaign for a small business (SpinGig or otherwise) that connects with the energy and messages of ‘competition,’ ‘teamwork’ and ‘accomplishment’ that permeate the Olympic Games? Consulting the Lodish and John books for ideas, please list three (3) ideas and how they would fit with the company you are marketing. Pictures to illustrate your idea are welcome.
5. McDonald’s: Last spring McDonald’s Corporate announced the termination of the conpany’s IOC sponsorship contract. Having been a stalwart Global Olympic partner for more than 40 years, this was big news across the advertising trades. As CMO, briefly explain two (2) entrepreneurial marketing activites for McDonald’s to maintain its brand influence to core customer targets, particularly those inspired through global sports marketing? Please connect your ideas to specific demographics and indicate how you would measure the performance of your ideas.
6. Metaphor Marketing: The conversation around Olympic-level competitiveness invites a variety of applicable metaphors to entrepreneurial marketing: teamwork, focus, goal, practice, and others. Pick three (3) words from this starter list, or select others of your choice, and briefly discuss how these metaphors will inform your thoughts about your TVP project and the work you’ll be contributing as consultant to SpinGig.
7. Research 
Use at least one source from each of these research categories:

• ü Sources: Fast Company, Inc., Business Insider, Entrepreneur, Wired, WSJ, New York Times, TechCrunch, Campaign
• ü Influencers: Seth Godin, Malcomb Gladwell, Laura Fitton, Carol Cone, Al and Laura Reis, other CSR and sports marketing opinion leaders
• ü Crowdsource: Quora, LinkedIn, Klout

 

ENTREPRENEURIAL MARKETING | ENT 380 | SPRING 2018 CMO 1-3 Assignment Modules | Posted Jan. 2018 | p.4 of 8

NARRATIVE GRADING BY SECTION – CMO #1 ASSIGNMENT	POINTS/100
1. IOC Sponsorships: Name three tiers with pricing.	10
2. Entrepreneurial Marketing + Olympics Compatibility: Three examples of Olympic sponsors whose marketing is inventive and entrepreneurial by budget standards.	20
3. Boston 2024: What happened? What are the transferable partnership lessons?	10
4. Ambusher: Describe ambush marketing and how it might apply to advising a small business, such as your TVP client. This is a multi-part response so weight your time and emphasis accordingly.	30
5. McDonald’s: Two ideas for McDonald’s that make use of its CSR budgets and still provides brand influence as grassroots alternatives to its Olympic sponsorship.	20
6. BONUS/Metaphor: Three words that exemplify the TVP and personal marketing goal and experience.	5
7. Overall Quality: Technical, Completeness, **Use of Research**, Organization	10
TOTAL PTS, CMO #1 ASSIGNMENT (Will be weighted to 10% of your total grade).	105

CMO FORMAT + SUBMISSION INSTRUCTIONS:

• Ø Excessive crowding as makes reading difficult may result in point subtractions; use 12-pt. font please and reasonable spacing with bullets, subheads and charts as appropriate.
• Ø Not to exceed 4 pages. That would be long in itself, so feel free to be more economic with your language.
• Ø Document label: Last Name_CMO# _Date.PDF
• Ø Submission: Upload to Blackboard by COB deadline stated. 
Note: Brevity need not compromise content or technical quality. Two seminal writing reference books: ‘AP Stylebook’ and ‘The Elements of Style by Strunk & White. Ample spaces between labeled sections is requested, numbering will keep you on track. 
CMO REQUIREMENTS + GRADING 
Your three CMO submissions will be evaluated for the thoughtfulness, originality and completeness of your personal analysis and your integration of original research beyond Google. These assignments require specific categories of research as will familiarize you with the abundance of expensive market, consumer behavior and industry trend research available through the Krupp Library resources. Document your use of unique research sources as indicated for each. Plagiarism is detectable, will result in a failing grade and will be reported to the department chair.

RUBRIC QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points:  Student failed to submit the final paper. 20 points out of 50:  The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50:  The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately.  Elements of the required response may also be lacking. 40 points out of 50:  The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples.  The answer is complete. 50 points:  The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples.  No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points:  Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points:  Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points:  References to scholarly sources are occasionally given; many statements seem unsubstantiated.  Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points:  Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented.  APA 6th Edition is used with only a few minor errors.  There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points:  Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented.  APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points:  Student failed to submit the final paper. 5 points out of 20:  The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors  10 points out 20:  The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20:  The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points:  The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points:  Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements.  The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper.
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