Health, Physical Education And Recreation | Sport Marketing & Sponsorship (3 cr)
K514 | 6114 | Fielding
One seventy five minute period two times per week
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
Also included within the substance of the course are the areas of promotion,
publicity, advertising, licensing, and corporate sponsorship in sport
The course is intended to provide an overview of sport marketing and is
into four basic units reflective of the tasks involved in marketing sport in
nonprofit and profit contexts, with the emphasis on the latter. The first
focuses on the philosophy of developing a customer orientation and the
accompanying underlying vocabulary and concepts necessary to study the
of sport marketing. The second unit focuses on the process of marketing,
commonly referred to as strategic planning. Emphasis in this unit will be
formulation of short and long range plans for the sport delivery system and
marketing research and processes available to assist in their formulation.
three will focus on designing the marketing mix or the daily tactics for
a marketing strategy. Included in this unit will be the communication
involved in promotion, advertising, public relations, and selling; retailing
licensing are also covered. The fourth and final unit focuses on corporate
sponsorship of events or programs in sport organizations and the evaluation
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
the background to pursue additional studies in the School of Business in the
of marketing research, promotional management, advertising and similar
Upon satisfactory completion of the course, the student will be
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
in methodology of marketing approaches for collegiate, professional, and
commercial sport delivery organizations.
4. Define, distinguish and apply the principles of promotion, publicity,
and sponsorship, as they relate to sport delivery organizations.
5. Identify and read marketing literature/publications for the purpose of
information for current and future marketing activities.
1. Mullin, Hardy, & Sutton (1993). Sport Marketing. Human Kinetics
2. Stotlar, D. (1993). Successful Sport Marketing. Wm. C. Brown
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
Foremost in the determination of the final grade is the quality of the
work and participation regarding the assignments, examinations, and class
discussion. The final grade will be a percentage based on the number of
earned out of the total number possible. The following grading scale will
as the basis for assigning final grades.
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%
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).