Health, Physical Education And Recreation | Foundations of Sport Marketing (3 cr)
P418 | 2042 | Brown
Meets one 75 minute period daily.
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 necessary
In this course we will examine marketing concepts and apply these concepts
problems associated with the marketing of sport and leisure. Included
substance of the course are the areas of sport consumer analysis; product
planning, distribution, pricing and promotion; strategic planning; and sport
The course seeks to provide the student with an overview of marketing as
to the delivery of sport and is divided into ten units reflective of current
marketing theory and research. The first unit introduces sport marketing,
various sources of information available to assist the sport marketer with
decisions, and an overview of marketing management. Unit two focuses on the
consumer, sport marketing research, and the key concept of market
The marketing mix and licensing comprises units three through seven. The
three units delve into public relations, coordinating and controlling the
mix, and sponsorship.
The purpose of this course includes the following: 1) provide sport
management students with an introduction to sport marketing and sport
applications as related to their professional concerns; and 2) for those
with a serious interest in sport marketing, the course provides the
background to pursue additional study in business or graduate study in Sport
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
marketing and apply these skills to specific problems found in the marketing
4. Define, distinguish and apply the specific principles of promotion,
pricing, and sponsorship as they relate to the sport product or sport event.
5. Identify and read marketing literature/publications for the purpose of
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
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.