A variety of pedagogical methods will be used in this course. They will include: lectures, group and class discussions, case discussions and presentations, guest speakers, web analysis and audio-visuals.
The Special Nature of Sport Marketing
Strategic Marketing Management
Understanding the Sport Consumer
Market Research in the Sports Industry
Segmentation of the Sports Market
The Sport Product
Marketing through Sports
Managing Sport Brands
Sales and Service
Sponsorship, Corporate Partnerships, and the Role of Activation
Promotion and Paid Media
Public Relations and Social Media in Sports
Technology in Sports Marketing
Distribution Decisions and Facilities Management in Sports Marketing
Pricing Decisions in Sports Marketing
Legal Aspects of Sport Marketing
Emerging Issues and Opportunities in Sports Marketing
The student will be able to:
- Explain the theory and practice of sport and event marketing strategy;
- Distinguish and demonstrate the concepts of marketing through sports and marketing of sports products;
- Appreciate the role sport and event marketing can play in an organization’s integrated marketing communications plan;
- Summarize the principles of segmentation, targeting, positioning and competitive advantage for sport-related products;
- Compare different sport-related initiatives and illustrate their impact on sports fans and consumers in general;
- Explain the role of digital media and the application of new and emerging technologies in the context of sport and event marketing;
- Identify and analyze the marketing environment unique to various sports and special events;
- Understand the structure and effect of the sport industry in Canada and abroad;
- Integrate all phases of sport and event marketing into a strategic integrated sports marketing plan;
- Apply oral and written skills in project presentations.
Term Project 20-30%
Case Study and/or Assignment 15-25%
Class Participation 5-10%
STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE AND ACHIEVE A MINIMUM AVERAGE GRADE OF AT LEAST 50 PERCENT ON ALL NON-GROUP PROJECT EVALUATIONS TO OBTAIN CREDIT FOR THE COURSE.
Students may conduct research as part of their coursework in this class. Instructors for the course are responsible for ensuring that student research projects comply with College policies on ethical conduct for research involving humans, which can require obtaining Informed Consent from participants and getting the approval of the Douglas College Research Ethics Board prior to conducting the research.
Textbooks and Materials to be Purchased by Students
Textbook: Mullin, B. J., Hardy, S., & Sutton, W. A. Sport marketing. Champaign, IL: Human Kinetics. Latest edition or similar resource as approved by the Deparment.