Health, Physical Education And Recreation | Sport Marketing & Sponsorship (3 cr)
K514 | 6114 | Fielding


CLASS MEETING:
One seventy five minute period two times per week

COURSE DESCRIPTION:
In this course we will examine and apply the concepts of marketing to the
problems of sport and leisure organizations, primarily at the collegiate and
professional levels, with some attention to commercial recreational
enterprises.
Also included within the substance of the course are the areas of promotion,
publicity, advertising, licensing, and corporate sponsorship in sport
organizations.

The course is intended to provide an overview of sport marketing and is
divided
into four basic units reflective of the tasks involved in marketing sport in
both
nonprofit and profit contexts, with the emphasis on the latter.  The first
unit
focuses on the philosophy of developing a customer orientation and the
accompanying underlying vocabulary and concepts necessary to study the
nuances
of sport marketing.  The second unit focuses on the process of marketing,
commonly referred to as strategic planning.  Emphasis in this unit will be
on the
formulation of short and long range plans for the sport delivery system and
the
marketing research and processes available to assist in their formulation.
Unit
three will focus on designing the marketing mix or the daily tactics for
carrying out
a marketing strategy.  Included in this unit will be the communication
concepts
involved in promotion, advertising, public relations, and selling; retailing
and
licensing are also covered.  The fourth and final unit focuses on corporate
sponsorship of events or programs in sport organizations and the evaluation
of the
sponsorship plan.

The purposes of this class include the following:  first, it provides sport
management students with an overview of sport marketing theory and research,
and sport marketing applications as related to their professional concerns.
Secondly, it will provide those students with a serious interest in sport
marketing
the background to pursue additional studies in the School of Business in the
areas
of marketing research, promotional management, advertising and similar
courses.

INSTRUCTIONAL GOALS:
Upon satisfactory completion of the course, the student will be
able to:
1. Demonstrate comprehension of the foundations of sport marketing and the
ability to apply these principles to actual problems in sport.

2. Demonstrate the ability to analyze and problem solve via the case study
approach to marketing problems and apply these skills to specific problems
found in the marketing of sport.

3. Demonstrate the ability to recognize and analyze the similarities and
differences
in methodology of marketing approaches for collegiate, professional, and
commercial sport delivery organizations.

4. Define, distinguish and apply the principles of promotion, publicity,
advertising,
and sponsorship, as they relate to sport delivery organizations.

5. Identify and read marketing literature/publications for the purpose of
gathering
information for current and future marketing activities.

COURSE TEXTBOOKS:
1. Mullin, Hardy, & Sutton (1993).  Sport Marketing.  Human Kinetics
Publishers.
2. Stotlar, D. (1993).  Successful Sport Marketing.  Wm. C. Brown
Communications, Inc.
3. Class readings are on reserve in the HPER Library, HP 027.  A master copy
of the readings is available at The Copy Corner, IMU, if you want to have
your
own copy.

COURSE GRADING:
Foremost in the determination of the final grade is the  quality of the
students'
work and participation regarding the assignments, examinations, and class
discussion.  The final grade will be a percentage based on the number of
points
earned out of the total number possible.  The following grading scale will
be used
as the basis for assigning final grades.

GRADING SCALE:
A    =   92.5 +
A-   =   90.0  -  92.49%
B+   =   87.5  -  89.99%
B    =   82.5  -  87.49%
B-   =   80.0  -  82.49%
C+   =   77.5  -  79.99%
C    =   72.5  -  77.49%
C-   =   70.0  -  72.49%
D+   =  67.5  -  69.99%
D    =   62.5  -  67.49%
D-   =   60.0  -  62.49%
F    =   Less than 60%

ASSIGNMENTS:
1. Study questions (to be collected and evaluated without advance notice).
2. Midterm and final examinations (knowledge and application foci).
3. Group projects:  Marketing plan and sponsorship plan (application foci).