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MANAGING THE MARKETING MIX IN CRISIS
Word limit: 2,550 (± 10% variance)
1. Overview We have learnt that organisations must define a target market and understand the needs of their consumers/organizations in order to create a marketing mix to meet those needs better than the competition. This assignment focuses on the decisions that organisations take regarding the elements of the marketing mix: product, promotion, price, and place. In particular, you are required to analyse how organisations can manage their marketing mix decisions in crisis.
2. Your assignment You are required to select a sports organisation of your choice, which has/is involved in an impactful crisis to the sport that the organisation governs (must at least relate to the time period between January 2016 and April 2018, but can have started before this). The organisation that you choose should be facing (or have been faced with) the management of a crisis over a prolonged period of time.