SPMT201 Sport Marketing

Department of Kinesiology and Sport Studies: Sport Management

I. Course Number and Title
SPMT201 Sport Marketing
II. Number of Credits
3 credits
III. Number of Instructional Minutes
IV. Prerequisites
V. Other Pertinent Information
VI. Catalog Course Description
This course is an analysis of effective management strategies and the body of knowledge associated with pursuing a career in sport management. The course will introduce students to the sport management career opportunities in the sport industry and sport principles as they apply to management, marketing, leadership style, communication, and motivation.
VII. Required Course Content and Direction
  1. Course Learning Goals

    Students will:

    1. understand marketing terminology and theory relative to planning, personnel planning, staff organization, leading, and evaluating in the sport management field;
    2. comprehend existing sport marketing theory and how it is used in the sport industry;
    3. apply sport marketing and its major concepts to individual and group projects;
    4. analyze case studies of strategic events in sport to determine if the correct decisions were made as related to marketing;
    5. critique professionals and student work to evaluate sport marketing strategies;
    6. develop a personal student portfolio of their semester long projects and assignments;
    7. define sport marketing, and its various aspects: marketing plans, marketing niches, marketing needs, advertising;
    8. analyze promotional methods as they relate to the sport marketing strategy; and
    9. define and explain sport licensing and logos.
  2. Planned Sequence of Topics and/or Learning Activities

    1. Sport Industry
      1. What is an Industry?
      2. What are Sport Management Programs?
      3. What is the Sport Industry?
        1. Factors in Size and Growth
    2. Global Market for the Sport Industry
      1. International Finance and Economics
      2. Trade Regulations
      3. Eastern and Western Europe
      4. International Marketing Personnel
      5. Adapting to Cultural Diversity
    3. Historical Eras in Sport Marketing
      1. Macro and Micro marketing
      2. Era of Origins, 1820-1880
      3. Era of Institutionalized Development, 1880-1920
      4. Era of Refinement and Formalization, 1920-1990
    4. Sport Marketing Research and Segmentation
      1. Research in Sport Marketing
      2. Purposes of Sport Marketing Research
      3. Types of Sport Marketing Research
      4. Basic Design of Research Studies
    5. Marketing Information Systems
      1. Designing Information Systems
      2. Data Security
      3. Getting the System to Work, and People to Work with the System
    6. Product and Pricing in Sport Marketing
      1. What is the Product?
      2. What is the Sport Product?
      3. Classifications of Sport Products
      4. The Sport Product Life Cycle, Stages of this Life Cycle
      5. Product Identification and Deletion
      6. Price Identification and Deletion
      7. The Four C's of Price Determination
      8. Concept of Elasticity of Demand
      9. Pricing Methods as they Relate to Strategies for Sport Marketer
    7. Distribution in the Sport Industry
      1. What is Distribution?
      2. Time, Place, and Possession through Distribution Principles
      3. Selection of Distribution System
    8. Promotion in the Sport Industry
      1. Defining Sport Promotion
      2. Process of Communication in Sport
      3. Reasons for Promotion, Planning, and Objectives
      4. Budget Preview and Resource Management
      5. Promotion and Legal/Ethical Implications
      6. Evaluation
      7. Publicity, Sales Promotion, Publications
    9. Media Relations in Sport
      1. Building Positive Media Relations
      2. Press Conferences, Press Releases
      3. Newspapers, Magazines, Television, Radio
    10. Marketing through Endorsements and Sponsorships
      1. Athlete Endorsements and Sponsorships
      2. Developing a Winning Strategy
      3. Olympic Games and Sponsorship Areas
      4. Trends in Sponsorship
    11. Licensing and Logos in the Sport Industry
      1. Legal Basis of Trade Licensing in Sport
      2. Trademark Principles
      3. Trademark Licensing Agreements
  3. Assessment Methods for Course Learning Goals

  4. Reference, Resource, or Learning Materials to be used by Student:

    Departmentally-selected textbook or handouts provided. Details provided in the course syllabus, which is created by the instructor and distributed to each student on enrollment and class attendance.

Review/Approval Date -12/99; New Core 8/2015