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Video Shooting Basketball Association Trailer-JBL 4


(Student Name)



Being a major in social media sports marketing, I developed aninterest in one the most promising basketball leagues in Melbourne called Joe Basket League (JBL). JBL is a four-division league conducted every Sunday at night from 3pm. Although it looks fresh on the block, this league made has made its ball games appearances for over ten years. The main aim of JBL is to provide the basketball lovers with a competitive gaming environmentrepresentative of their passion for the game. At the same time, the league endeavors to offer the players with essential opportunities to meet and socialize with each other.

Research problem

Like any other business or important activities, the league faces a lot of competition from different leagues. Currently, JBL faces stiff competition from other leagues in Korea, Hong Kong, Thailand, Malaysia, China among others. Apart from indicating basketball is really a common language shared among different nations, this competition rings a bell that JBL is not the only basketball league to watch. Therefore, despite being young, the managers have to come up with appropriate strategies for expanding its roots. These ought to focus on winning as many audiences as possible, encouraging people to join the league and emphasizing the significance of basketball as a game of love and friendship.

This research proposal specifically focuses on marketing JBL across nations to make it stand out as a superior basketball. As a way to actualize the real experience of the game with JBL, the researcher proposes to use video shoot the gaming sessions and record the players which will then be posted on the social media.

Research questions

  1. Who is the current audience of basketball games?

  2. Who should JBL target?

  3. Which social media sites provided most favorable platform basketball sports marketing?

  4. What are the details of social marketing in relation to basketball games?

  5. What is the direction of JBL?


Base on the goals Joe Basketball League (nurturing the love and friendship, adding to an individual’s physical talents, and developing a strong passion for basketball), this research proposal will impact directly on community development. It hopes to bridge the gap between individuals from different backgrounds by enhancing socialization. Based its local area of operation (Melbourne), this project would spur further development of the region through additional infrastructure and cultural exchange.

Literature review

The role social media in sports marketing and communication has been hotly debated for a long period. Through sports communication, people create meaningful interaction through sharing symbols and platforms in sports setting (Pedersen, Miloch, &Laucella2011). Therefore, underscoring the JBL league is thedevelopment of strong relationships with the players, fans, and third parties.Rein, Kotler, and Shields (2006) gives five major objectives of effective sports marketing: (1) engaging stakeholders’ interests, (2) creating a strong brand identity of the sport to enhance long-term impression, (3) encouraging the stakeholders to recognize the sport’s brand and feel close connection with the participants and the audiences (4) placing the results of competition in a notch higher than just a winning context and (5) humanizing the sport’s brand to allow for easy recognition in the social media

Research design

Data collection will primarily focus on the research questions although additional information deemed relevant in this case will be acceptable. The researcher anticipates using advancedFacebook Adds tactic to create attention in theleague, competitive video posting on YouTube and Facebook (Competing with Social Video Superstars), amassing followers through theTwitter account, and coping with Facebook news feeds to collect information far off audiences. The first impression is usually an important aspect in themarket. To assure this, the researcher hopes to employ Instagram and snapchat.

The researcher can also the use following methods of data collection to enhance the ability to get data from varied sources;the response from interviews, reviewing the league’s documents and policy statement. In this process, however, the researcher needs to take into account the richness of the document under review.

The data regarding the current audience and a preferable social media sites will be collected from direct observation of the news feedback from the media sites. Media as an extension of vision and audition, conveys a large amount of key information to the public, in which media demonstrates instant video and audio information to make the public know theprocess of sports (Rothschild2011). Due to dissemination from diverse media, people can acquirerelevant information about sports all around the world. An important example to explain the theory and illuminate the role of media is the communication of Basketball Games. In the different periods of Basketball Games, media from different countries would convey instant information and events.

As part of the qualitative study, using interdisciplinary postmodern techniques of analyzing and reading data, the chief researcher role is re-conceptualized. As the researcher, therefore, it is important to remain authoritative, subjective, and politically neutral standing onboth sides of the argument, but is instead locally situated and historically positioned as an observer of the human behaviors. The wide methodological framework that will be available for this study is interpretivistwhich marries well with both post-modern and historical framework analysis. Under this framework, other techniques for analyzing the multi-narrative and multivocal account of the leagues will include the inductive analysis, discourse analysis, and social semiotics.

Though interpretivism approach has for long viewed as an effective approach to data analysis, overriding its efficiency is the inability to provide definite information regarding the small sample populations. This contrasts with a quantitative study that determines the reaction of audiences to limited sets of research questions. However, since this study offers multi-generational and multi-vocal representation lively experiences of basketball lovers, aninterpretive approach is suitable because it is dynamic and can be used with different data gathering techniques.

Data analysis

The original analysis will involve noting consistencies and patterns in the particular data while making a clear distinction between individual narratives. A further step will be getting the audiences to comment on the various posts offered within social media platforms. This would allow the information provided to become readily available for comment and reinterpretation. The Miles and Hubermandata analysis techniquewhich is dependable with the interpretivist approach will also be used. This method provides asystematic approach to gathering, organizing and evaluating data from the respondents.The third phase of analyzing data will involve suggesting propositions for the procedure of drawing conclusions and verifying. All the results of data analysis are integrated to together to create a picture of a meaningful solution.

Project timeline

Given that there are only 12 weeks for the accomplishment of the project, it is important separated the necessary activities based on the available timeline.

Week 1-Week 3: Seek permission to research with the organization, attempt to identify the major historical periods, purchasing of necessary materials (such as video camera) as well as the recruitment of participants

Week 4-Week 6: First round interviews and social media communications, complete document analysis sorting key markers of change. Relate themes from the interview and feedbacks from social media to documentary data.

Week 7-Week 9: Video shooting, Posting on YouTube waiting for the audience feedback.

Week 8- Week 12: Revision and evaluation of the study for final submission


Pedersen P., Miloch, K.S., Laucella, P.2007. Strategic Sports Communication. Champaign, IL: Human Kinetics. Print.

Rein, I.J., Kotler. P., & Shields, B. 2006. «Communicating the Sports Brand.» The Elusive Fan: Reinventing Sports in a Crowded Marketplace. New York: McGraw-Hill, pp. 197-228. Print.

Rothschild, P.C.2011.. “Social media use in sports and entertainment venues.” International Journal of Event and Festival Management, Vol. 2 No. 2, pp. 139- 150.