Course Title: Sport and Event Marketing

Course Number: MKT 385.101

Meeting Time: M W F 12:20 PM - 1:10 PM

Meeting Location: MCOB 260

Catalog Description:

Applications of marketing concepts to sporting, cultural, and charitable activities, and events. Examines the performance, production, and promotional segments of the sport and event markets.

Prerequisite: MKT 320 - Principles of Marketing

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Required Text:

Shank, Matthew D. Sports Marketing: A Strategic Perspective. 2nd  Upper Saddle River, NJ: Prentice Hall. 2002. 

Course Objective:

To give students a venue to integrate previously learned concepts into a usable body of knowledge about sport and event marketing. This will be accomplished using current or significant events, a hands-on project, and discussions with a focus on fundamental sport and event marketing topics.  The course design will require students to think critically, apply information, make sound decisions, plan and implement the decisions, and communicate with a variety of constituencies.

Methods:

1) Lectures;
2) Discussion and Vignettes;
3) In Class Assignments;
4) Homework Assignments; and
5) Project.

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Expectations:

1) Read all assigned material prior to class period.
2) Observe proper class conduct by raising one's hand for discussion.
3) Pay attention, be alert, ask questions, and participate in discussion.
4) Organize your time to meet deadlines. (Late assignments are downgraded one letter grade for each class period late.)
5) Attendance is crucial for success. Regular classroom attendance is expected of all students.
     Excused absences are:
          A) personal illness, with valid note from the doctor or USA health service;
          B) death or critical illness in your immediate family, with a valid note;
          C) participation in a university sponsored co-curricular activity, which must be discussed with instructor prior to the absence.

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ADA Policy

In accordance with the Americans with Disabilities Act, students with bona fide disabilities will be afforded reasonable accommodation. The Office of Special Student Services will certify a disability and advise faculty members of reasonable accommodations.

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Statement on Changes in Course Requirements

Since all classes do not progress at the same rate, the instructor may wish to modify the above requirements or their timing as circumstances dictate. For example, the instructor may wish to change the number and frequency of exams, or the number and sequence of assignments. However, the students must be given adequate notification. Moreover, there may be non-typical classes for which these requirements are not strictly applicable in each instance and may need modification. If such modification is needed, it must be in writing and conform to the spirit of this policy statement.

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Grading:

1) Current Events Homework, best five of nine, (5% each, 25% of total);
2) Four (4) Exams (15% each, 60% of total);
3) Class Special Project, (7.5% of total);
     A) attendance at project related meetings and classes,
     B) contribution to assigned segments,
     C) contribution to overall project,
     D) group skills, willingness to assist on segments, willingness to take on additional duties, initiative, professional attitude, appearance, and character, and class' assessment of your contribution and effort,
4) Participation (7.5% of total);
   A) Competitive based on Chips Earned in Discussions;
   B) Chips can be earned for:
      1) Insightful Questions, Comments, and Observations;
      2) Using interesting or particularly relevant topics for presentations;
      3) Integrating relevant topics from previous discussions, other classes, other disciplines to present discussion;
5) Intangibles, such as; neatness of work, tardiness, assignments turned in time,
    et cetera.

Class Participation:
90-100% Outstanding attendance, consistent, high-level involvement in class discussion, leadership in class discussions, consistent group leadership and contributions;
80-90%   Regular attendance, consistent and regular involvement in class discussions, some group leadership and consistent group contributions;
70-80%   Regular attendance, periodic involvement in class discussions, little group leadership and some group contributions;
60-70%   Irregular attendance, little involvement in class discussions, no group leadership and few group contributions;
< 60%     Sporadic attendance, passive or reluctant to join class discussions, no group leadership and no group contributions.

Final Grade Listing:
     A = 90.00 and above;
     B = 80.00 through 89.99;
     C = 70.00 through 79.99;
     D = 60.00 through 69.99;
     F = 59.99 and below.

You will get what you earn!

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Reading and Class Assignments

Week #1 - 8/25
Course Introduction
Part I - Contingency Framework for Strategic Sports Management
Chapter 1 - Emergence of Sports Marketing

Week #2 - 9/1 LABOR DAY - No Class on Monday
Chapter 2 - Contingency Framework for Strategic Sports Marketing
Chapter 3 - External and Internal Contingencies

Week #3 - 9/8
Chapter 3 - continued
Additional Sport Marketing Theories
Exam #1 - Chapters 1-3 and Additional Sports Marketing Theories

Week #4 - 9/15
Part II - Planning for Market Selection Decisions
Chapter 4 - Research Tools for Understanding Sports Consumers
Current Events #1 Due

Week #5 - 9/22
Chapter 5 - Understanding Participants as Consumers
Current Events #2 Due

Week #6 - 9/29
Chapter 6 - Understanding Spectators as Consumers
Current Events #3 Due

Week #7 - 10/6
Chapter 7 - Segmentation, Targeting, and Positioning
Exam #2 - Chapters 4 - 7

Week #8 - 10/13
Part III - Planning the Sport Marketing Mix
Chapter 8 - Sport Product Concepts
Current Events #4 Due

Week #9 - 10/20
Chapter 9 - Managing Sports Products
Current Events #5 Due

Week #10 - 10/27
Chapter 10 - Promotion Concepts
Chapter 11 - Promotional Mix Elements
Current Events #6 Due

Week #11 - 11/3
Chapter 11 - continued
Chapter 12 - Sponsorship Programs
Exam #3 - Chapters 8 - 12

Week #12 - 11/10
Chapter 13 - Distribution Concepts
Current Events #7 Due

Week #13 - 11/17
Chapter 14 - Pricing Concepts
Chapter 15 - Pricing Strategies
Current Events #8 Due

Week #14 - 11/24
Chapter 15 - continued
THANKSGIVING - No Class on Wednesday and Friday

Week #15 - 12/1
Part IV - Implementing and Controlling the Strategic Sports Marketing Process
Chapter 16 - Implementing and Controlling the Strategic Sports Marketing Process
Current Events #9 Due

Week #16 - 12/8
Exam #4 - Chapters 13 - 16
Monday, December 8th, 1:00 PM

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Information on Class Group Project

Concept of Project(s)

To work on developing an event (or events) as a group, to get hands-on experience piecing together an Integrated Marketing Plan with real budget constraints and real clients; will require time and effort outside of class time (possibly even weekends), but with certain extra benefits and rewards (just like in the real world).

Possible Client(s):
USA Department of Athletics
Mitchell Center
Community Group

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