UBC Thunderbirds and Recreation : Marketing Plan Report
department or school: Business, Sauder School of
data provider: DSpace
contributor: University of British Columbia. Athletics and Recreation
contributor: University of British Columbia. Campus and Community Planning
creator: Brennan, Nina
creator: Gulati, Srishti
creator: Kamakura, Kyden
creator: Hrdlicka, Noah
creator: Rustad, Kaitlyn
creator: Nuttall-Smith, Ella
creator: Sajdeh, Anaanya
issued: 2024-07-30T18:15:22Z
issued: 2023-12-08
description: UBC Thunderbirds Athletics and Recreation provides the University of British Columbia (UBC) students with diverse opportunities, including the participation within Varsity Athletics (attending or participating), Intramural Programs, and Thunderbird-related events. Their objective is to create a secure environment for students to actively participate in events while proudly representing their school while utilizing UBC’s high-quality facilities. UBC Thunderbirds Athletics and Recreations aims to resonate with UBC students as a “Brand for me” instilling a sense of belongingness and connection on the UBC campus. UBC hosts a vibrant extracurricular landscape, comprising four major programs that significantly contribute to the overall student experience. The UBC Thunderbirds Athletics and Recreation program, the largest among these, goes beyond competitive sports to encompass Intramural teams and signature events, engaging over 6,000 students and faculty annually. Following closely is the UBC Alma Mater Society (AMS), overseeing a network of 300 student-run clubs and hosting large-scale events. Additionally, faculty undergraduate societies cater to the diverse academic disciplines, which fosters connection and community among their 3,800 members. UBC Greek Life, involving over 1,500 members, not only provides a sense of belonging but also offers housing, philanthropic opportunities, and career networking. Despite a 1% growth in enrollment for the academic year 2022-23, competition for these additional students among the extracurricular programs is anticipated to be high, presenting both challenges and opportunities for expansion and impact. UBC Thunderbirds Athletics and Recreation is actively competing with other organizations on campus, as their primary objective is to capture the attention and engagement of the student community. Primary research for the UBC Thunderbirds was conducted using two methods: online surveys and in-person interviews. The online survey, invol…
aggregated CHO: https://circle.library.ubc.ca/rest/handle/2429/88753
note: University of British Columbia Social Ecological Economic Development Studies (SEEDS) Sustainability Program Student Research Report UBC THUNDERBIRDS AND RECREATION Marketing Plan ReportDisclaimer: “UBC SEEDS Sustainability Program provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student research project and is not an official document of UBC. Furthermore, readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Sustainability Program representative about the current status of the subject matter of a report”. Prepared By:Nina Brennan, Srishti Gulati, Kyden Kamakura, Noah Hrdlicka, Kaitlyn Rustad, Ella Nuttall-Smith, Anaanya Sajdeh Prepared For: UBC Athletics and Recreation COMM 468 University of British Columbia December 8th, 2023 2OVERVIEWIntroduction ……………………………………………………………… 4Executive Summary …………………………………………………… 5SITUATION ANALYSISCategory Analysis ………………………………………………………… 7Category and Industry Definition .………………………………………… 7Aggregate Market Factors .……………………………………………….7Environmental Factors …………………………………………………… 9Company Analysis ……………………………………………………… 10Current Objectives ...…………………………………………………….. 10UBC’s Mission, Culture, Human & Finances ……………………………… 11Key Success Factors …………………………………………………… 12Current Marketing Mix and Positioning ………………………...………… 12Consumer Analysis………………………..…………………………… 14Primary Research ……………………………………………………… 14Customer Description and Behaviour ………………………………….... 14Customer Segmentation ……………………………………………….. 15Competitor Analysis ……………………………………………….... 19Competitive Overview ………………………………………………….. 19UBC Alma Mater Society (AMS) ………………………………………… 19Undergraduate Societies …………………………….……………...…. 20Greek Life ..…………………………………………………………... 22Competitive Matrix ……………………………
has type: Report
is shown at: 10.14288/1.0444881
language: eng
peer review status: Unreviewed
provider: Vancouver : University of British Columbia Library
rights: Attribution-NonCommercial-NoDerivatives 4.0 International
rights URI: http://creativecommons.org/licenses/by-nc-nd/4.0/
scholar level: Undergraduate
is part of: UBC Social Ecological Economic Development Studies (SEEDS) Student Report
is part of: University of British Columbia. COMM 468
subject: Community
subject: Wellbeing
type: Text
identifier URI: http://hdl.handle.net/2429/88753