SPM-231 Sports Marketing

This course focuses on how effective marketing and promotion strategies, including data analysis and marketing analytics, are applied to various aspects of the sports business industry. Students study the services marketing theory to understand the relationship between sports marketing/promotion, the success of sporting events/facilities, and the economic development for a sports venue/destination.

Credits

3

Prerequisite

BUS-126

Department

• Business

Semesters Course Will Be Offered

• Spring

For more detailed course information view the Course Outline

SPM 231: Sports Marketing

Department

Business

Course Description

This course focuses on how effective marketing and promotion strategies, including data analysis and marketing analytics, are applied to various aspects of the sports business industry. Students study the services marketing theory to understand the relationship between sports marketing/promotion, the success of sporting events/facilities, and the economic development for a sports venue/destination.

Credit Hours

3

Contact Hours

Lecture	3
Lab	0
Other	0

Grading Scheme

Letter

Semester(s) Course Will Be Offered

Spring

Prerequisites

BUS-126

First Year Experience Course

No

Capstone Course

Yes

Course Learning Outcomes

1. Identify the impact of the external environment on sports business decisions specifically sporting event planning, facilities and venues development .
2. Analyze the basic concepts of and utilize in the development and presentation of a strategic sports marketing plan.
3. Describe sponsorship concepts as it relates to the development, retention, activation and promotion of sponsors .
4. Analyze contemporary sports marketing problems and offerrecommendations utilizing concepts taught in class.

Topic Outline

1. Introduction to Sport Marketing
   1. The Four domains of Sport Marketing
2. Historical Eras in Sport Marketing
   1. Monopoly Era
   2. Television Era
   3. Highlight Era
   4. Experience Era
3. Services Marketing Concepts
   1. Marketing Research
   2. Market Orientation
   3. Customer Relationship Management
4. Strategic Marketing Theory
   1. Market Resource Allocation in NCAA DI Athletics
5. Sport Marketing Research and Segmentation
   1. Segmenting sports fans using Brand Associations
   2. Spectators Motives and Emotional Attachments
6. Promotional Methods in Sport
   1. Social Networking Platforms
   2. Minor League Baseball
   3. Mega -Special -Event Promotions The Super Bowl
7. Pricing in Sports
   1. Ticket Prices
   2. Concessions
   3. Dynamic Ticket Pricing
8. Licensing
   1. Sport Patents
   2. To License or not to License
   3. Legal Issues
9. Sponsorships
   1. Selecting the Sports Property
   2. New Media and Technology use in corporate sponsorships
   3. Ambush Marketing
10. Sport Venue and Event Marketing
    1. Broadcast Rights
    2. Corporate Suite Ownership
    3. Delivery of in Game Experiences
11. Building a Relevant Brand
    1. Brand Building
    2. Leveraging
    3. Corporate Social Responsibility
12. The Global Market for Sports Industry
    1. Professional Sport Leagues and global branding
    2. Chinese Fandom and potential marketing strategies for American professional sports
13. Industry Trends
    1. Esports
    2. Over the Top Content (OTT)
    3. Wearable and Fitness
    4. Seniors In Sport
14. Development and Utilization of a Sport Marketing Plan
    1. Examining the internal and External Environment
    2. Goal and Objects
    3. Implementation and Control