Sport Marketing – SMGT 410
CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 12/12/2022
The relevant areas of marketing are applied to sport applications for spectator and participative sport organizations are given. Special emphasis is placed on strategic planning, product analysis, and the development and presentation of marketing packages to secure sponsorship.
For information regarding prerequisites for this course, please refer to the Academic Course Catalog.
Possibly the greatest challenge facing sport marketers today is trying to keep pace with the ever-changing, fast-paced environment of the sports world. An overview of the elements of the marketing mix (product, place, price promotion, and public relations) and their unique applications to the sport industry will be explored. The complex and diverse nature of marketing will be discovered from a strategic sport marketing perspective.
Textbook readings and lecture presentations (MLOs: A, B, C, D, E)
Course Requirements Checklist
After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in the Course Overview.
Discussions are collaborative learning experiences. Therefore, the student is required to provide a thread in response to the provided prompt for each discussion. Each thread must be at least 500 words, demonstrate course-related knowledge, and include at least 2 outside sources. In addition to the thread, the student is required to reply to 2 other classmates’ threads. Each reply must be at least 250 words. All sources must be cited in current APA format. (CLOs: A, C, D, E)
The student will assess a promotional schedule for either a minor league team or a college team. After completing an analysis, the student will create 5 new promotional ideas that the team could use. The ideas must be both unique and original. This assignment must follow current APA format. Assignment must be at least 500 words. (CLOs: A, B, C, D, E)
Marketing Plan Assignments (2)
The student will assume the role of an independent marketing agency responding to a Request for Proposals (RFP) from Smoky Ridge Apparel Company. The agency will prepare a marketing campaign and accompanying marketing action plan (MAP) along with supporting materials in response to the RFP. In addition to the preparation of hard-copy deliverables, the agency will develop and deliver a brief presentation of its plan through video. The video must be approximately 60 seconds.
Because of the robust nature of a marketing plan, this project has been broken up into 2 parts, which are described in the Marketing Plan instructions document in Canvas. The written portions of the project must follow current APA format. (CLOs: A, B, C, D, E)
Sponsorship Package Assignment
The student will create a sponsorship package for a new potential league sponsor. The proposal will include information regarding league inventory, target markets, product positioning, activation strategies, competition considerations, and outcome objectives. This assignment must follow current APA format and must be 4–8 pages. The title page, abstract page, and reference page do not count towards the page total. (CLOs: A, B, C, D, E)
Each quiz will cover the Learn material for the assigned Modules: Weeks. Each quiz will contain 38 multiple-choice, true/false, fill-in-the-blank, and essay questions and have a 50-minute time limit. (CLOs: A, B, C, D, E)
For this quiz, the student will complete 2 short-answer questions relating to their chosen topic for the Promotions Assignment. The quiz will have a 60-minute time limit.