Titular Professors
Professors
This course seeks to assist you in:
Developing a broad definition of sports marketing and the marketing concept.
Identifying and assessing the role of fans on sports marketing.
Developing an awareness of the role of marketing as related to sporting events.
Understanding the importance of Brands - athletes and teams.
Identifying the ethical challenges associated with the application of the marketing programs and the strategic role of television and media rights in professional sport.
Understanding the basic contents and structure of a marketing plan as related to professional sport.
Below you can find the main topics that will be covered.
Topic 1 Introduction to Sports Marketing
Topic 2 Representation
Topic 3 Marketing an athlete
Topic 4 Marketing a team internationally
Topic 5 Marketing Research and Segmentation
Topic 6 Sports Events and Sponsorship
Topic 7 Media Rights
Topic 8 Collegiate Sports
Topic 9 Emergence of Sports
Topic 10 Ambush Marketing
Topic 11 Creation of non traditional sports sponsors
Topic 12 Sports and Philantrophy
Topic 13 Course Wrap Up
The learning experience is based largely on class discussion and implementation.
The classes will concentrate on the principle marketing concepts as related to professional sport and readings and case studies that you will be required to do outside class time as well as in-class discussions. We will also draw on a vast array of multimedia sources such as videos, podcasts and blogs, to supplement written material.
30% Quality participation, attitude, daily in & out-of-class effort, rich feedback provided & proof of readings assigned.
30% In & out-of-class exercises, activities.
40% Final Exam.
In addition to the cases we will be discussing in class, you will be provided with a range of additional materials through the University intranet.
We will also be using Pearson MarketingLab, an online platform linked to the required text book. You may also be requested to search for particular readings in the library databases.