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MBA 5861 New Product Marketing
Unit 3 Case Study
For this assignment, read the case study, “Going for Corporate Gold at the Olympics,” on pages 258-260 of your textbook. Once you have read and reviewed the case scenario, respond to the following questions with thorough explanations and a well-supported rationale.
The Beijing 2008 and London 2012 Summer Olympics were discussed within the case with respect to their use of marketingâ€”specifically, corporate sponsorships. Research any of the other Olympic years (winter or summer), discussing their use of corporate sponsorships.
What additional branding and marketing tools/themes were used in the Olympic games you researched in Question #1.
The Olympics reach worldwide. Do you believe that corporate sponsorships are transcending geographic boundaries, effectively reaching the international target audience?
Discuss the importance of the Olympic committee maintaining a wholesome image versus the commercialized event it could become. How does positioning and branding relate to this concept?
Your APA-formatted response should be a minimum of two double-spaced pages (not including the title and references pages). You are required to use at least two credible references. All sources used must be referenced; paraphrased and quoted material must have accompanying citations.
The following resource(s) may help you with this assignment.