Health, Physical Education And Recreation | Foundations of Sport Marketing (3 cr)
P418 | 6087 | Brown
One 75 minute period two times per week
Section for admitted Kinesiology Sport Marketing and Management Students
Mullin, Hardy, & Sutton (1993). Sport Marketing, Human Kinetics Publishers.
Supplemental reading are on reserve in the HPER Library, HP 027.
Additional readings will be placed on reserve in the HPER library as
throughout the semester.
In this course we will examine marketing concepts and apply these concepts
the problems associated with the marketing of sport and leisure. Included
within the substance of the course are the areas of sport consumer analysis;
product planning, distribution, pricing and promotion; strategic planning;
The course seeks to provide the student with an overview of marketing as
applied to the delivery of sport and is divided into ten units reflective of
current sport marketing theory and research. The first unit introduces
marketing, the various sources of information available to assist the sport
marketer with marketing decisions, and an overview of marketing management.
Unit two focuses on the consumer, sport marketing research, and the key
concept of market segmentation. The marketing mix and licensing comprises
units three through seven. The final three units delve into public
coordinating and controlling the marketing mix, and sponsorship.
The purpose of this course include the following: 1) provide sport
and management students with an introduction to sport marketing and sport
marketing applications as related to their professional concerns; and 2) for
those students with a serious interest in sport marketing, the course
the necessary background to pursue additional study in business or graduate
study in Sport Management.
Upon satisfactory completion of the course, the student will be able to:
1. Demonstrate comprehension of the foundations of sport marketing.
2. Apply marketing principles and techniques to the operation of sport
3. Develop the ability to analyze and problem solve via the case study
approach to marketing and apply these skills to specific problems found in
the marketing of sport.
4. Define, distinguish and apply the specific principles of promotion,
distribution, pricing, and sponsorship as they relate to the sport product
or sport event.
5. Identify and read marketing literature/publications for the purpose of
gathering information for current and future marketing activities.
Determination of the Final Grade:
The final grade will be based on the percentage of total points earned from
total points possible as determined by performance on the following:
1. Four Exams
2. Quizzes (scheduled and unannounced)*
3. Class project (done in teams)
*The lowest quiz score will be dropped.