This course is an examination of the principles of marketing, promotion, sponsorship, public relations and consumer behavior as they apply to the sport industry.
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 and their unique applications to the sport industry will be explored. The complex and diverse nature of marketing and public relations will be developed from a strategic sport marketing perspective.
Measurable Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Recognize the impact of sport marketing and promotion practices.
- Analyze factors that include sport marketing principles such as sponsorship, promotions, and licensing options within a sport marketing career.
- Critically analyze how sport marketing and promotions can successfully utilize the media to aid in achieving organizational objectives as displayed by successful completion of objective tests.
- Design a survey for acquiring significant demographic and psychographic information to successfully target populations for product development, sales, and organizational success, accomplished by analyzing sport market survey research and completing a survey in the marketing plan.
- Understand the importance and applications of sport marketing and promotions as it relates to organizational goals and personal success, accomplished by critically reviewing the sport marketing research literature and the completion of the sport marketing plan and PowerPoint presentation.
Textbook readings and video lecture presentations/notes.
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, 4 discussions will be posted in order to generate interaction among students in regard to relevant current course topics. Current and archived issues of the national sports publication SportsBusiness Journal will be used as the basis for research and discussion.
Marketing Plan Assignment
The student will complete the Marketing Plan Assignment in 8 separate parts; this will involve marketing a sport product or idea in hands-on, real-world sport marketing and public relations related projects.
Preliminary Research Assignment
The student will locate 7 articles related to possible marketing plan topics and then list each of the 7 articles in current APA format.
Sport Market Segmentation Assignment
The student will choose a topic for his/her Marketing Plan Assignment and provide a 150-word statement explaining why the topic was chosen.
Marketing Mix Assignment
The student will provide a 150-word explanation on why the topic fits into the recommended market segment.
Pricing Objectives Assignment
The student will apply the 4 P’s of marketing to the sport product or service selected for the Marketing Plan Assignment.
Promotion Objectives Assignment
The student will establish his/her promotion objectives for the sport product or service selected for the Marketing Plan Assignment.
Media Relations Assignment
The student will create a press release for the sport product or service selected for the Marketing Plan Assignment.
Social Media Assignment
The student will describe an Internet/social media promotion plan by justifying his/her approach and explaining how this approach is integrated with his/her Marketing mix, how it successfully reaches the target market, and why it is a good fit for the product.
Final Marketing Plan Assignment
The student will create a 10–12-page executive summary of his/her overall marketing plan. A minimum of 10 sources must be included.
The student will complete 8 open-book/open-note quizzes with 10 multiple-choice and true/false questions.