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IIM RANCHI Mid-Term 2019-21

This document provides the instructions and questions for a mid-term exam on Sports and Entertainment Marketing for the Indian Institute of Management Ranchi's MBA 2019-21 Term V. The exam allows open books, laptops, and internet access. It consists of 5 questions worth a total of 25 marks. Question 1 asks about how other forms of entertainment have impacted tourist spot marketing and branding. Question 2 addresses how experiences with entertainment products are impacted by their temporality, the presence of others, and sharing with others. Question 3 covers the risks involved in live event marketing and whether these change for sports events. Question 4 analyzes how only-OTT releases might affect diagrams depicting blockbuster vs moderate entertainment product releases. Question 5 discusses

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Tuhin Subhra Samanta
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245 views2 pages

IIM RANCHI Mid-Term 2019-21

This document provides the instructions and questions for a mid-term exam on Sports and Entertainment Marketing for the Indian Institute of Management Ranchi's MBA 2019-21 Term V. The exam allows open books, laptops, and internet access. It consists of 5 questions worth a total of 25 marks. Question 1 asks about how other forms of entertainment have impacted tourist spot marketing and branding. Question 2 addresses how experiences with entertainment products are impacted by their temporality, the presence of others, and sharing with others. Question 3 covers the risks involved in live event marketing and whether these change for sports events. Question 4 analyzes how only-OTT releases might affect diagrams depicting blockbuster vs moderate entertainment product releases. Question 5 discusses

Uploaded by

Tuhin Subhra Samanta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Indian Institute of Management Ranchi

MBA 2019-21
Term V

Sports and Entertainment Marketing

Mid-term Examination: 27 November 2020 10:00 hrs

Time: 1 hr 30 min Full Marks: 25

Instructions:
• This is an ‘Open book, open laptop, and open Internet’ exam. By ‘book’ only
the referred textbook for the course is meant. If any student is found using
any other resource, then punitive action shall be taken against that student.

• Answer all questions


• All the answers together shall not exceed 3 (three) A4 pages. Anything written
beyond three pages shall not be read, and hence not graded.
• Please write your name and/or regn. no. on all the sheets.

Think more, write less!

Questions
1. How has other forms of entertainment impacted the marketing and branding of tourist
spots? [4 marks]
2. Experience is defined as “mental impact felt and remembered by an individual caused
by the personal perception of external stimuli”. When it comes to entertainment
products, how is the experience impacted by elements like (i) temporality, (ii)
presence of others, and (iii) sharing with others? [5 marks]
3. What are the risks involved in the marketing of any live event? In a sentence or
two, justify why you consider each as a risk. Will there be any change if the event
is a sports event? If so, what? [3 + 3 + 2 = 8 marks]
4.

Please study the diagrams given above. The one on the left depicts a ‘blockbuster’
release and the one on the right is about ‘moderate or limited’ release for enter-
tainment products. How will the issue of only-OTT releases affect the graphs in the
two cases? [4 marks]
5. There are three basic issues related to the control of entertainment content:
a) Pricing for content: free-of-charge access vs paid, illegal downloads vs author-
ised downloads, full ownership of a paid download vs pay-per-view

1
b) Portability: ability of a consumer to download once and then use on multiple
platforms and devices, ability to stream seamlessly across devices, ability to
share a download with friends and family
c) Delayed viewing/listening: viewing TV programming at the consumer’s convenience
via digital video recorders like Tata Sky+
What are the implications of these issues from a revenue and a branding perspective?
[4 marks]

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