advanced theory and practice in sport marketing - Marshalls University

Goal
setting
Goal
statement
Objectives
Evaluation
and feedback
Action
planning
Success in
attaining goal
Failure to
attain goal
in nature. After you have a base goal, the second step is to clarify the goal by creating
a goal statement. There are four major sections to a goal statement. The
action is what you are going to accomplish. The object is the actual thing that
will be acted upon. The amount is the quantification of the goal. The deadline
is the time limitation on the attainment of the goal. An example of a goal statement
for a sport consumer would be “To obtain a donation from the New England
Patriots of signed memorabilia for the silent auction fundraiser by 2 weeks before
the event.” The action is “obtain,” the object is “New England Patriots signed
memorabilia,” the amount is “donation” (implied no cost); and the deadline is
“by 2 weeks before the fundraising dinner.”
The third step would be to set objectives, which is the development of the
specific steps an individual will take to attain the goal. Some objectives that might
be set in conjunction with the goal statement from above would be: (1) mail
a letter to the community relations department at the New England Patriots to
request a donation; (2) contact a local sport memorabilia store to request a
donation to the silent auction; and (3) attend an autograph signing by a New
England Patriots player and obtain his signature on a piece of memorabilia.
The fourth step is the action process. This involves creating a plan of action to
accomplish the goal. This includes determining what deliverables must be produced,
how they will be produced, who will produce them, when the deliverables
are to be ready, and initiating the use of the deliverable to attain the goal.
The fifth step is goal attainment or failure. Eventually, you will either accomplish
the goal based on the objectives set forth, or the objectives failed to bring
results. Either scenario leads directly into the sixth step – evaluation and feedback.
At this point, if the goal is attained, an appraisal of the process is completed
and a determination of final success is completed. If the goal was not attained,
the appraisal process looks at why the objectives could not be accomplished,
and a return to the first step is made for reevaluating the goal and setting a new
course of action.
112 ADVANCED THEORY AND PRACTICE IN SPORT MARKETING
Evaluation
and
feedback