SPO102 – Sports Marketing – ASSESSMENT BRIEF 3

SPO102 – Sports Marketing – ASSESSMENT BRIEF 3

ASSESSMENT BRIEF 3
Subject Code and Title SPO102 – Sports Marketing
Assessment Sports Marketing Communication Plan
Individual/Group Groups of 3-4
Length 2000 Words
Learning Outcomes a, b, c & d
Submission By 11:55pm AEST/AEDT Sunday End of Module 6 (Week
12)
Weighting 40%
Total Marks 100 Marks
Context: “PLAYER WELFARE – HEALTH AND WELLNESS AGENDA”
No Brain – No Game: Concussion – “The Age Newspaper Article – March 31st
, 2016”
“Brisbane Lions defender Justin Clarke retires at 22 from concussion”
http://www.theage.com.au/afl/afl-news/afl-2016-brisbane-lions-defender-justin-clarke-retires-at22-from-concussion-20160330-gnuju1.html
As a Group, after reading this newspaper article, you are to choose an International or
Domestic Sports Organisation and then provide an effective Marketing/Communication Plan
on how your organisation addresses the important health and wellness issues involved
around Player Welfare.
For Sport and Recreation organisations to market themselves effectively, it is vital that
organisations develop communication strategies that can assist them in achieving their
targets. Through implementing effective communication strategies, organisations may aim
to increase membership, improve retention of existing members, attract sponsors or raise
the profile of the organisation’s activities through the media.
Instructions:
Groups will be allocated by the subject lecturer and communicated to all students by the
end of week 4. Communication of these groups will be via email and the groups can then
join the discussion forum for assessments to begin initial conversations with your group.
Further communication can be taken offline via the preferred method of the group.
SPO102_Assessment Brief 3_Communication Plan_Module 6 Page 2 of 9
Key elements of this effective Marketing/Communication Plan should include:
 Background to the Sports Organisation (such as) – Introduction, History,
Membership Base, Organisation Facts, Awards and Achievements
 Market Research (Sample – you must use a minimum of 5 different people to
complete this research) – In order to effectively communicate with your
stakeholders you must understand who they are. Conducting market research allows
you to find out more about the perceptions and preferences of your current and
potential target audience, including members, sponsors, participants and industry
stakeholders. Market research should help determine the type of message and
communication method best suited for your target audience, which will then be
included in your plan. Types of market research methods include: surveys,
questionnaires, focus groups, telephone, face-to-face interviews
 Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis – A SWOT
analysis assists your organisation in identifying and evaluating all its strengths,
weaknesses, opportunities and threats with the Health and Wellness agenda in an
Organisation, and develop strategies to target strengths and opportunities, and limit
the impact of weaknesses and threats to the organisation.
 Marketing Goals and Objectives – Based on the outcomes of market research and
your SWOT analysis, your organisation should develop a strategy that includes
details of specific marketing goals and objectives required to achieve the
organisation’s objectives. These objectives should be very specific, measurable,
achievable, realistic and timely (SMART). An example of having a specific objective
would be, “To increase sponsorship revenue by 10% by December 2017”
 Who is your audience? – The target audience for each marketing objective should be
clearly identified to ensure effective outcomes are achieved.
 What should your message be? – A message can be developed that reflects the
vision and purpose of your organisation and the activity being undertaken to protect
Player Welfare. Specific messages can be used to appeal to a particular target
audience, specific messages should be developed to maximise effectiveness of the
communication.
 How will you communicate? – Communication methods available to Sport and
Recreation organisations are diverse and varied. There is a range of communication
options available to promote your brand and services. Your organisation should
select the option that will maximise exposure to your target audience.
SPO102_Assessment Brief 3_Communication Plan_Module 6 Page 3 of 9
Methods of Communication – There are many ways your organisation can market your
strategy. As a Group you should choose the most effective method possible to maximise
returns, and to effectively achieve your communications objectives.
 Options include:
 Face-to-face – Potentially the best way to communicate, as there is immediate feedback
to the communicator on how successfully they are getting the messages across. The face-toface exchange of information maximises the chances of clear communication.
 E-Newsletters – A weekly or monthly email update is great if you have a database of email
addresses to communicate with. E-Newsletters also provide you with an opportunity to
provide current or potential sponsors a platform to advertise their product or service.
 Website – An essential communication tool for most audiences. This is generally the most
used resource for communicating to your current and future audiences. It is essential you
keep it up to date.
 Social media – Establishing a Twitter feed or Facebook page for your organisation can be
an easy and effective way of getting your message across to a large online audience. Ensure
your messages are up to date and to the point.
 Email – An inexpensive, fast, and efficient tool for marketing communications. The precise
and personal nature of this communication method is effective. An up to date database of
email addresses must be maintained for this communication method to be successful.
 SMS – A fast an effective way to inform members of events and opportunities. There are
many online systems available to organisations, which allow a high volume of messages to
be sent at low cost.
 Presentations, Seminars and Workshops – Creates face-to-face interaction with multiple
stakeholders, can result in more efficient communication than one-on-one interaction.
Effective planning must be undertaken to ensure the audience does not become disengaged
and leave the session with the appropriate messages.
 Publications – Printed leaflets, flyers or brochures can be excellent forms of
communication. When designing publications, ensure the language style, layout, and
graphic design will appeal to, and be easily understood by, the target audience. A published
annual report also provides organisations with an opportunity to promote the effectiveness
of a marketing or communications plan.
 Mail Out – Direct mail-outs allow you to make an interesting offer directly to a target
audience, and as such can result in positive return for effort. An up to date database of
postal addresses is vital if this method of communication is to be successful.
SPO102_Assessment Brief 3_Communication Plan_Module 6 Page 4 of 9
 Media – Media, whether electronic, print or television can be effective in reaching a
particular target audience. When creating media exposure ensure that the content is
relevant to the message that you are communicating and that the organisation is displayed
in a positive manner. Effective media exposure of the organisation is an effective way to
service existing sponsors and can become an attractive opportunity for potential sponsors.
 Advertising – Advertising allows organisations to control the message delivered at a cost.
You can control the messages layout, position and timing and create maximum exposure.
Advertising is not confined to print media; it can also include electronic, radio or television.
It is vital that the most effective advertising medium is chosen to reach the intended target
audience to ensure there is a positive return from the investment in advertising.
 Events – Events and launches that portray the organisation in a positive light, where the
media and/or target audience are invited to attend, can be an effective communication
method. Maximising attendance is critical to the success of this communication method, as
such you must decide upon a venue, time of day, day of the week, and time of year to suit
your target group.
 Minimum of 10 Academic References (including but not limited to Journals,
textbooks and any other relevant and credible media articles) with APA
referencing required as support and evidence for your decisions made in the
Communication Plan.
SPO102_Assessment Brief 3_Communication Plan_Module 6 Page 5 of 9
Assessment Attributes
Marks for each criteria
Fail
(Unacceptable)
0 – 49%
Pass
(Functional)
50 – 64%
Credit
(Proficient)
65 – 74%
Distinction
(Advanced)
75 – 84%
High Distinction
(Exceptional)
85 – 100%
Background to the
Topic – Knowledge
and understanding
20%
Limited
understanding of
required
knowledge of the
Business and
Wellness Agenda
Key components
of the
assignment are
not addressed in
Introduction
and/or
Background
Knowledge or
understanding of
the Business and
Wellness Agenda
Resembles an
introduction and
background of
key ideas.
Thorough
knowledge or
understanding of
the Business and
Wellness Agenda.
Demonstrates a
capacity to explain
and apply relevant
ideas within the
Introduction and
Background
Highly developed
understanding of the
Business and Wellness
Agenda.
Well demonstrated
capacity to explain and
apply relevant ideas
within the Introduction
and Background
A sophisticated
understanding of the
Business and Wellness
Agenda.
Mastery of concepts and
application to new
situations/further
learning within the
Introduction and
Background
Understanding of
Market research
principles and
methods applicable
20%
The focus for the
market research
findings(s) or
basis for the plan
is unclear.
The rationale for
the research
methodology is
The focus for the
market research
findings(s) or
basis for plan is
reasonably clear.
The rationale for
the research
methodology is
The focus for the
market research
findings(s) or basis
for plan is clear.
The rationale for the
research
methodology is
stated and
The focus for the market
research findings(s) or
basis for plan is very
clear.
The rationale for the
research methodology is
compared with
alternatives and the
The focus for the market
research findings(s) or
basis for plan is
exceptionally clear.
The Rationale for the
research methodology is
compared and evaluated
against alternatives and
SPO102_Assessment Brief 3_Communication Plan_Module 6 Page 6 of 9
inappropriate for
the plan.
appropriate for
the research
findings/plan.
appropriate for the
research
findings/plan.
chosen method is
appropriate for the
research findings/plan.
the chosen method is
appropriate for the
research findings/plan.
Understanding of a
SWOT Analysis in
congruence with
strategies within the
Health and Wellness
Agenda
20%
Unrealistic and
very poor
description and
details of the
communication
plan’s strengths,
weaknesses,
opportunities and
threats
No strategies
provided to
target the
strengths and
opportunities
and/or limit and
impacts the
weaknesses and
threats on the
Health and
Wellness Agenda
in an
Organisation
Satisfactory
description and
details of the
communication
plan’s strengths,
weaknesses,
opportunities
and threats
Limited strategies
provided to
target the
strengths and
opportunities
and/or limit and
impacts the
weaknesses and
threats on the
Health and
Wellness Agenda
in an
Organisation
Good description
and details of the
communication
plan’s strengths,
weaknesses,
opportunities and
threats
Sufficiently
developed
strategies provided
to target the
strengths and
opportunities
and/or limit and
impacts the
weaknesses and
threats on the
Health and Wellness
Agenda in an
Organisation
Very good description
and details of the
communication plan’s
strengths, weaknesses,
opportunities and
threats
Well developed
strategies provided to
target the strengths and
opportunities and/or
limit and impacts the
weaknesses and threats
on the Health and
Wellness Agenda in an
Organisation
Excellent description and
details of the
communication plan’s
strengths, weaknesses,
opportunities and
threats
Exceptionally well
developed strategies
provided to target the
strengths and
opportunities and/or
limit and impacts the
weaknesses and threats
on the Health and
Wellness Agenda in an
Organisation
Plan for measuring
performance based on
Goals and
objectives do not
Sets challenging
goals, objectives
Sets challenging
goals, objectives
In addition to setting
challenging goals,
In addition to setting
challenging goals,
SPO102_Assessment Brief 3_Communication Plan_Module 6 Page 7 of 9
Goals and SMART
Objectives
10%
fully use SMART
principles.
Audience and
message not
provided or
presented
and performance
indicators.
SMART principles
characterise
some goals and
objectives.
Limited
information on
who is the
audience and
message
provided
and performance
indicators using
SMART principles
Prioritises
organisational goals
over
personal/functional
team goals.
Information
satisfactorily
provided on
audience and
message
objectives and
performance indicators,
using SMART principles,
builds a business case
for resource
requirements.
Thorough understanding
of who the audience are
with succinct messages
objectives and
performance indicators,
using SMART principles,
builds a business case for
resource requirements.
Predicts and plans for
contingencies.
Highly sophisticated
knowledge of the
audience requirements
with messages
articulated exceptionally
well
Methods of
Communication in the
Marketing/
Communications Plan
10%
As a Group, you
have chosen no
effective
communication
methods as a way
to possibly
maximise returns
No use of
options, allowing
for no effective
As a Group, you
have chosen a
satisfactory
amount of
effective
communication
methods as a
way to possibly
maximise returns
Limited use of
options, allowing
As a Group, you
have chosen a good
amount of effective
communication
methods as a way to
possibly maximise
returns
Good use of
options, allowing for
developed and
effective
As a Group, you have
chosen a very good
amount of effective
communication
methods as a way to
possibly maximise
returns
Very good use of
options, allowing for
well developed and
As a Group, you have
chosen an extensive
amount of effective
communication methods
as a way to possibly
maximise returns
Extensive use of options,
allowing for very well
developed and effective
SPO102_Assessment Brief 3_Communication Plan_Module 6 Page 8 of 9
communication
objectives.
for limited
effective
communication
objectives.
communication
objectives.
effective communication
objectives.
communication
objectives.
Use of academic and
discipline conventions
and sources of
evidence
10%
Poorly written
with errors in
spelling,
grammar.
Demonstrates
inconsistent use
of good quality,
credible and
relevant research
sources to
support and
develop ideas.
Shows no
evidence of
reading beyond
the key reading
There are
mistakes in using
the APA style.
Is written
according to
academic genre
(e.g. with
introduction,
conclusion or
summary) and
has accurate
spelling,
grammar,
sentence and
paragraph
construction.
Demonstrates
consistent use of
credible and
relevant research
sources to
support and
develop ideas,
but these are not
always explicit or
well developed.
Is well-written and
adheres to the
academic genre
(e.g. with
introduction,
conclusion or
summary).
Demonstrates
consistent use of
high quality,
credible and
relevant research
sources to support
and develop ideas.
Shows some
evidence of reading
beyond the key
reading
There are no
mistakes in using
the APA style.
Is very well-written and
adheres to the academic
genre.
Consistently
demonstrates expert
use of good quality,
credible and relevant
research sources to
support and develop
appropriate arguments
and statements.
Shows detailed evidence
of reading beyond the
key reading
There are no mistakes in
using the APA style.
Expertly written and
adheres to the academic
genre.
Demonstrates expert use
of high-quality, credible
and relevant research
sources to support and
develop arguments and
position statements.
Shows extensive
evidence of reading
beyond the key reading
There are no mistakes in
using the APA Style.
SPO102_Assessment Brief 3_Communication Plan_Module 6 Page 9 of 9
Shows limited
evidence of
reading beyond
the key reading
There are no
mistakes in using
the APA style.
Effective
communication
10%
Difficult to
understand for
assessor, no
logical/clear
structure, poor
flow of ideas,
argument lacks
supporting
evidence.
No effort is made
to keep assessor
engaged,
assessor cannot
follow the line of
reasoning.
Information,
arguments and
evidence are
presented in a
way that is not
always clear and
logical.
Attempts are
made to keep the
assessor
engaged, but not
always
successful.
Line of reasoning
is often difficult
to follow.
Information,
arguments and
evidence are wellpresented, mostly
clear flow of ideas
and arguments.
The assessor is
mostly engaged;
line of reasoning is
easy to follow.
Information, arguments
and evidence are very
well-presented; the
presentation is logical,
clear and well supported
by evidence.
Engages the assessor,
demonstrates cultural
and ethical sensitivity.
Expertly presented; the
presentation is logical,
persuasive, and well
supported by evidence,
demonstrating a clear
flow of ideas and
arguments.
Engages and sustains
assessor’s interest in the
topic, demonstrates high
levels of cultural and
ethical sensitivity

Category:

Description

ASSESSMENT BRIEF 3
Subject Code and Title SPO102 – Sports Marketing
Assessment Sports Marketing Communication Plan
Individual/Group Groups of 3-4
Length 2000 Words
Learning Outcomes a, b, c & d
Submission By 11:55pm AEST/AEDT Sunday End of Module 6 (Week
12)
Weighting 40%
Total Marks 100 Marks
Context: “PLAYER WELFARE – HEALTH AND WELLNESS AGENDA
No Brain – No Game: Concussion – “The Age Newspaper Article – March 31st
, 2016”
“Brisbane Lions defender Justin Clarke retires at 22 from concussion”
http://www.theage.com.au/afl/afl-news/afl-2016-brisbane-lions-defender-justin-clarke-retires-at22-from-concussion-20160330-gnuju1.html
As a Group, after reading this newspaper article, you are to choose an International or
Domestic Sports Organisation and then provide an effective Marketing/Communication Plan
on how your organisation addresses the important health and wellness issues involved
around Player Welfare. SPO102 – Sports Marketing – ASSESSMENT BRIEF 3.
For Sport and Recreation organisations to market themselves effectively, it is vital that
organisations develop communication strategies that can assist them in achieving their
targets. Through implementing effective communication strategies, organisations may aim
to increase membership, improve retention of existing members, attract sponsors or raise
the profile of the organisation’s activities through the media. SPO102 – Sports Marketing – ASSESSMENT BRIEF 3.
Instructions:
Groups will be allocated by the subject lecturer and communicated to all students by the
end of week 4. Communication of these groups will be via email and the groups can then
join the discussion forum for assessments to begin initial conversations with your group.
Further communication can be taken offline via the preferred method of the group.
SPO102_Assessment Brief 3_Communication Plan_Module 6 Page 2 of 9
Key elements of this effective Marketing/Communication Plan should include:
 Background to the Sports Organisation (such as) – Introduction, History,
Membership Base, Organisation Facts, Awards and Achievements
 Market Research (Sample – you must use a minimum of 5 different people to
complete this research) – In order to effectively communicate with your
stakeholders you must understand who they are. Conducting market research allows
you to find out more about the perceptions and preferences of your current and
potential target audience, including members, sponsors, participants and industry
stakeholders. Market research should help determine the type of message and
communication method best suited for your target audience, which will then be
included in your plan. Types of market research methods include: surveys,
questionnaires, focus groups, telephone, face-to-face interviews
 Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis – A SWOT
analysis assists your organisation in identifying and evaluating all its strengths,
weaknesses, opportunities and threats with the Health and Wellness agenda in an
Organisation, and develop strategies to target strengths and opportunities, and limit
the impact of weaknesses and threats to the organisation. SPO102 – Sports Marketing – ASSESSMENT BRIEF 3.
 Marketing Goals and Objectives – Based on the outcomes of market research and
your SWOT analysis, your organisation should develop a strategy that includes
details of specific marketing goals and objectives required to achieve the
organisation’s objectives. These objectives should be very specific, measurable,
achievable, realistic and timely (SMART). An example of having a specific objective
would be, “To increase sponsorship revenue by 10% by December 2017”
 Who is your audience? – The target audience for each marketing objective should be
clearly identified to ensure effective outcomes are achieved.
 What should your message be? – A message can be developed that reflects the
vision and purpose of your organisation and the activity being undertaken to protect
Player Welfare. Specific messages can be used to appeal to a particular target
audience, specific messages should be developed to maximise effectiveness of the
communication. SPO102 – Sports Marketing – ASSESSMENT BRIEF 3.
 How will you communicate? – Communication methods available to Sport and
Recreation organisations are diverse and varied. There is a range of communication
options available to promote your brand and services. Your organisation should
select the option that will maximise exposure to your target audience.
SPO102_Assessment Brief 3_Communication Plan_Module 6 Page 3 of 9
Methods of Communication – There are many ways your organisation can market your
strategy. As a Group you should choose the most effective method possible to maximise
returns, and to effectively achieve your communications objectives.
 Options include:
 Face-to-face – Potentially the best way to communicate, as there is immediate feedback
to the communicator on how successfully they are getting the messages across. The face-toface exchange of information maximises the chances of clear communication. SPO102 – Sports Marketing – ASSESSMENT BRIEF 3.
 E-Newsletters – A weekly or monthly email update is great if you have a database of email
addresses to communicate with. E-Newsletters also provide you with an opportunity to
provide current or potential sponsors a platform to advertise their product or service.
 Website – An essential communication tool for most audiences. This is generally the most
used resource for communicating to your current and future audiences. It is essential you
keep it up to date.
 Social media – Establishing a Twitter feed or Facebook page for your organisation can be
an easy and effective way of getting your message across to a large online audience. Ensure
your messages are up to date and to the point.
 Email – An inexpensive, fast, and efficient tool for marketing communications. The precise
and personal nature of this communication method is effective. An up to date database of
email addresses must be maintained for this communication method to be successful.
 SMS – A fast an effective way to inform members of events and opportunities. There are
many online systems available to organisations, which allow a high volume of messages to
be sent at low cost. SPO102 – Sports Marketing – ASSESSMENT BRIEF 3.
 Presentations, Seminars and Workshops – Creates face-to-face interaction with multiple
stakeholders, can result in more efficient communication than one-on-one interaction.
Effective planning must be undertaken to ensure the audience does not become disengaged
and leave the session with the appropriate messages.
 Publications – Printed leaflets, flyers or brochures can be excellent forms of
communication. When designing publications, ensure the language style, layout, and
graphic design will appeal to, and be easily understood by, the target audience. A published
annual report also provides organisations with an opportunity to promote the effectiveness
of a marketing or communications plan. SPO102 – Sports Marketing – ASSESSMENT BRIEF 3.
 Mail Out – Direct mail-outs allow you to make an interesting offer directly to a target
audience, and as such can result in positive return for effort. An up to date database of
postal addresses is vital if this method of communication is to be successful.
SPO102_Assessment Brief 3_Communication Plan_Module 6 Page 4 of 9
 Media – Media, whether electronic, print or television can be effective in reaching a
particular target audience. When creating media exposure ensure that the content is
relevant to the message that you are communicating and that the organisation is displayed
in a positive manner. Effective media exposure of the organisation is an effective way to
service existing sponsors and can become an attractive opportunity for potential sponsors.
 Advertising – Advertising allows organisations to control the message delivered at a cost.
You can control the messages layout, position and timing and create maximum exposure.
Advertising is not confined to print media; it can also include electronic, radio or television.
It is vital that the most effective advertising medium is chosen to reach the intended target
audience to ensure there is a positive return from the investment in advertising.
 Events – Events and launches that portray the organisation in a positive light, where the
media and/or target audience are invited to attend, can be an effective communication
method. Maximising attendance is critical to the success of this communication method, as
such you must decide upon a venue, time of day, day of the week, and time of year to suit
your target group. SPO102 – Sports Marketing – ASSESSMENT BRIEF 3.
 Minimum of 10 Academic References (including but not limited to Journals,
textbooks and any other relevant and credible media articles) with APA
referencing required as support and evidence for your decisions made in the
Communication Plan. SPO102 – Sports Marketing – ASSESSMENT BRIEF 3.
SPO102_Assessment Brief 3_Communication Plan_Module 6 Page 5 of 9
Assessment Attributes
Marks for each criteria
Fail
(Unacceptable)
0 – 49%
Pass
(Functional)
50 – 64%
Credit
(Proficient)
65 – 74%
Distinction
(Advanced)
75 – 84%
High Distinction
(Exceptional)
85 – 100%
Background to the
Topic – Knowledge
and understanding
20%
Limited
understanding of
required
knowledge of the
Business and
Wellness Agenda
Key components
of the
assignment are
not addressed in
Introduction
and/or
Background
Knowledge or
understanding of
the Business and
Wellness Agenda
Resembles an
introduction and
background of
key ideas.
Thorough
knowledge or
understanding of
the Business and
Wellness Agenda.
Demonstrates a
capacity to explain
and apply relevant
ideas within the
Introduction and
Background
Highly developed
understanding of the
Business and Wellness
Agenda.
Well demonstrated
capacity to explain and
apply relevant ideas
within the Introduction
and Background
A sophisticated
understanding of the
Business and Wellness
Agenda. SPO102 – Sports Marketing – ASSESSMENT BRIEF 3.
Mastery of concepts and
application to new
situations/further
learning within the
Introduction and
Background
Understanding of
Market research
principles and
methods applicable
20%
The focus for the
market research
findings(s) or
basis for the plan
is unclear.
The rationale for
the research
methodology is
The focus for the
market research
findings(s) or
basis for plan is
reasonably clear.
The rationale for
the research
methodology is
The focus for the
market research
findings(s) or basis
for plan is clear.
The rationale for the
research
methodology is
stated and
The focus for the market
research findings(s) or
basis for plan is very
clear.
The rationale for the
research methodology is
compared with
alternatives and the
The focus for the market
research findings(s) or
basis for plan is
exceptionally clear.
The Rationale for the
research methodology is
compared and evaluated
against alternatives and
SPO102_Assessment Brief 3_Communication Plan_Module 6 Page 6 of 9
inappropriate for
the plan.
appropriate for
the research
findings/plan. SPO102 – Sports Marketing – ASSESSMENT BRIEF 3.
appropriate for the
research
findings/plan.
chosen method is
appropriate for the
research findings/plan.
the chosen method is
appropriate for the
research findings/plan.
Understanding of a
SWOT Analysis in
congruence with
strategies within the
Health and Wellness
Agenda
20%
Unrealistic and
very poor
description and
details of the
communication
plan’s strengths,
weaknesses,
opportunities and
threats
No strategies
provided to
target the
strengths and
opportunities
and/or limit and
impacts the
weaknesses and
threats on the
Health and
Wellness Agenda
in an
Organisation
Satisfactory
description and
details of the
communication
plan’s strengths,
weaknesses,
opportunities
and threats
Limited strategies
provided to
target the
strengths and
opportunities
and/or limit and
impacts the
weaknesses and
threats on the
Health and
Wellness Agenda
in an
Organisation
Good description
and details of the
communication
plan’s strengths,
weaknesses,
opportunities and
threats
Sufficiently
developed
strategies provided
to target the
strengths and
opportunities
and/or limit and
impacts the
weaknesses and
threats on the
Health and Wellness
Agenda in an
Organisation
Very good description
and details of the
communication plan’s
strengths, weaknesses,
opportunities and
threats
Well developed
strategies provided to
target the strengths and
opportunities and/or
limit and impacts the
weaknesses and threats
on the Health and
Wellness Agenda in an
Organisation
Excellent description and
details of the
communication plan’s
strengths, weaknesses,
opportunities and
threats
Exceptionally well
developed strategies
provided to target the
strengths and
opportunities and/or
limit and impacts the
weaknesses and threats
on the Health and
Wellness Agenda in an
Organisation
Plan for measuring
performance based on
Goals and
objectives do not
Sets challenging
goals, objectives
Sets challenging
goals, objectives
In addition to setting
challenging goals,
In addition to setting
challenging goals,
SPO102_Assessment Brief 3_Communication Plan_Module 6 Page 7 of 9
Goals and SMART
Objectives
10%
fully use SMART
principles.
Audience and
message not
provided or
presented
and performance
indicators. SPO102 – Sports Marketing – ASSESSMENT BRIEF 3.
SMART principles
characterise
some goals and
objectives.
Limited
information on
who is the
audience and
message
provided
and performance
indicators using
SMART principles
Prioritises
organisational goals
over
personal/functional
team goals. SPO102 – Sports Marketing – ASSESSMENT BRIEF 3.
Information
satisfactorily
provided on
audience and
message
objectives and
performance indicators,
using SMART principles,
builds a business case
for resource
requirements.
Thorough understanding
of who the audience are
with succinct messages
objectives and
performance indicators,
using SMART principles,
builds a business case for
resource requirements.
Predicts and plans for
contingencies. SPO102 – Sports Marketing – ASSESSMENT BRIEF 3.
Highly sophisticated
knowledge of the
audience requirements
with messages
articulated exceptionally
well
Methods of
Communication in the
Marketing/
Communications Plan
10%
As a Group, you
have chosen no
effective
communication
methods as a way
to possibly
maximise returns
No use of
options, allowing
for no effective
As a Group, you
have chosen a
satisfactory
amount of
effective
communication
methods as a
way to possibly
maximise returns
Limited use of
options, allowing
As a Group, you
have chosen a good
amount of effective
communication
methods as a way to
possibly maximise
returns
Good use of
options, allowing for
developed and
effective
As a Group, you have
chosen a very good
amount of effective
communication
methods as a way to
possibly maximise
returns
Very good use of
options, allowing for
well developed and
As a Group, you have
chosen an extensive
amount of effective
communication methods
as a way to possibly
maximise returns
Extensive use of options,
allowing for very well
developed and effective
SPO102_Assessment Brief 3_Communication Plan_Module 6 Page 8 of 9
communication
objectives.
for limited
effective
communication
objectives.
communication
objectives.
effective communication
objectives. SPO102 – Sports Marketing – ASSESSMENT BRIEF 3.
communication
objectives.
Use of academic and
discipline conventions
and sources of
evidence
10%
Poorly written
with errors in
spelling,
grammar.
Demonstrates
inconsistent use
of good quality,
credible and
relevant research
sources to
support and
develop ideas. SPO102 – Sports Marketing – ASSESSMENT BRIEF 3.
Shows no
evidence of
reading beyond
the key reading
There are
mistakes in using
the APA style.
Is written
according to
academic genre
(e.g. with
introduction,
conclusion or
summary) and
has accurate
spelling,
grammar,
sentence and
paragraph
construction. SPO102 – Sports Marketing – ASSESSMENT BRIEF 3.
Demonstrates
consistent use of
credible and
relevant research
sources to
support and
develop ideas,
but these are not
always explicit or
well developed.
Is well-written and
adheres to the
academic genre
(e.g. with
introduction,
conclusion or
summary). SPO102 – Sports Marketing – ASSESSMENT BRIEF 3.
Demonstrates
consistent use of
high quality,
credible and
relevant research
sources to support
and develop ideas.
Shows some
evidence of reading
beyond the key
reading
There are no
mistakes in using
the APA style. SPO102 – Sports Marketing – ASSESSMENT BRIEF 3.
Is very well-written and
adheres to the academic
genre.
Consistently
demonstrates expert
use of good quality,
credible and relevant
research sources to
support and develop
appropriate arguments
and statements.
Shows detailed evidence
of reading beyond the
key reading
There are no mistakes in
using the APA style.
Expertly written and
adheres to the academic
genre.
Demonstrates expert use
of high-quality, credible
and relevant research
sources to support and
develop arguments and
position statements.
Shows extensive
evidence of reading
beyond the key reading
There are no mistakes in
using the APA Style. SPO102 – Sports Marketing – ASSESSMENT BRIEF 3.
SPO102_Assessment Brief 3_Communication Plan_Module 6 Page 9 of 9
Shows limited
evidence of
reading beyond
the key reading
There are no
mistakes in using
the APA style.
Effective
communication
10%
Difficult to
understand for
assessor, no
logical/clear
structure, poor
flow of ideas,
argument lacks
supporting
evidence. SPO102 – Sports Marketing – ASSESSMENT BRIEF 3.
No effort is made
to keep assessor
engaged,
assessor cannot
follow the line of
reasoning.
Information,
arguments and
evidence are
presented in a
way that is not
always clear and
logical.
Attempts are
made to keep the
assessor
engaged, but not
always
successful. SPO102 – Sports Marketing – ASSESSMENT BRIEF 3.
Line of reasoning
is often difficult
to follow.
Information,
arguments and
evidence are wellpresented, mostly
clear flow of ideas
and arguments.
The assessor is
mostly engaged;
line of reasoning is
easy to follow.
Information, arguments
and evidence are very
well-presented; the
presentation is logical,
clear and well supported
by evidence.
Engages the assessor,
demonstrates cultural
and ethical sensitivity.
Expertly presented; the
presentation is logical,
persuasive, and well
supported by evidence,
demonstrating a clear
flow of ideas and
arguments. SPO102 – Sports Marketing – ASSESSMENT BRIEF 3.
Engages and sustains
assessor’s interest in the
topic, demonstrates high
levels of cultural and
ethical sensitivity