From CONCEPT To SPORTAL:

1
From CONCEPT To SPORTAL Building a Blueprint for
CSUBs Transactional Aspirational Athletic
Brand Intelligence SPRT 405 Dr. Carter

• DEFINITIONS
• Concept the proven method for framing the
  operation of specific market forces and
  specialized marketing functions
• SPORTAL a unified sports website for accessing
  knowledge (1) content features, (2) decision
  support functions, and (3) messaging forums
  related to all present and potential stakeholders
  and constituents of CSUB Athletics
• Transactional Marketing Brand Intelligence
  (1) sales spectators, participants, sponsors,
  merchandise, investors/donors, (2) professional
  services athletic, customer, legal/property,
  media, etc., (3) facility assets and access
• Aspirartional Sports Brand Intelligence (1)
  shared values university, athletics, sponsors,
  media, community, (2) athletic team
  character/identity, (3) constituent
  relationships, (4) conveyed image

CONCEPT Specialty Tools to Apply
SPORTAL Outcomes Red Tasks Green
Demand
Product
Supply
(A) FEATURES (commands, icons, content)

• A) Spectator Mode
• In-Person Mediated
• Indiv.
• Org.
• B) Participant Activities
• Body/Energy
• Mind/Time (fantasy
• C) Sponsor Portfolio
• Which Sport
• Which Level Compet.
• Which Vehicle
• Which Objective

A) Sports Product/Service Inventory
Management (a) Types (b) (c) (d) Time
A) Producers/Intermediaries Including
Merchants/Licensing Exchange Process
Marketing Mix (4Ps) B) Media Programming
(time/geog) Sports Network Anchor Media
Packaging Drama of Sport
Structure Support 1)
Scapes backgrounds 4)
Sequence/paths --
navigation 2) Space location/map
5)
Search/links 3) Scale time/pace
6) Services
Systemization
7) Score (,
, )
-- click patterns
-- cookies

-- analysis
CSUB Runners Home page
B) Sports Product Map
Body
Good
Service
Mind
(B) FUNCTIONS (what Features do) Awareness
of Athletics/Stakeholders Interest in Access
Options Desire to Share Data Action
Guidance/Processing
(C) FORUMS (where Functions connect)
Messaging Discussion Boards Blogs
Games (fantasy/video) Online
seminars/classes/training
2
SPORTAL Project Guidelines DUE March 18th 40
points SPRT 405 Dr. Carter
INTRODUCTION The SPORTAL Project is intended to
allow each student to contribute to a proposed
blueprint for a CSUB sports stakeholder web
portal. We will use the final two weeks of
class to guide and monitor progress on the
SPORTAL project in a collective manner. SPORTAL
is an inclusive digital intelligence resource for
all CSUB athletic and academic constituents to
achieve 3 OUTCOMES (a) Access
information sought FEATURES (b)
Accomplish digital activities FUNCTIONS (c)
Ally with shared interest individuals FORUMS
ASSIGNMENT Your assignment is to participate in
one of two groups athletes or ex-athletes and
contribute to a proposed SPORTAL design by using
four knowledge sources a minimum of 3 ideas must
be contributed by each student from each
source (a) Text chapters addressing Sports
Marketing Mix slides posted to the course
website (b) Personal interest(s) in CSUB
athletics, sports, marketing, media, business,
education, community, etc. (c) Individual
concept specialty from Exam 1, question 1,
and chapter 1 (b) Personal experience with and
awareness of online, web, digital, or virtual
capabilities Use these digital
experiences to complete 7 web design TASKS from
the Concept to SPORTAL diagram The two groups
as a whole must also perform the following two
procedures using a collaborative
consensus-building approach (a) Organize idea
contributions into a common OUTCOME format of
FEATURES, FUNCTIONS FORUMS (b) Coordinate TASK
contributions into an appealing visible design
and user-friendly interface descriptions Powerp
oint color diagrams are required to portray the
resulting SPORTAL visual design