Health, Physical Education And Recreation | Foundations of Sport Marketing (3 cr)
P418 | 2042 | Brown


CLASS MEETING:
Meets one 75 minute period daily.

Section for admitted Kinesiology Sport Marketing and Management Students
Only!

TEXTBOOK:
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
throughout the
semester.

COURSE DESCRIPTION:
In this course we will examine marketing concepts and apply these concepts
to 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; and sport
sponsorship.

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 sport 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 relations, coordinating and controlling the
marketing
mix, and sponsorship.

The purpose of this course includes the following:  1) provide sport
marketing 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 provides the
necessary
background to pursue additional study in business or graduate study in Sport
Management.

INSTRUCTIONAL GOALS:
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
organizations.

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.