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Sport and Event Marketing

Course Code: MARK 3240
Faculty: Commerce & Business Administration
Department: Marketing
Credits: 3.0
Semester: 15 Weeks X 4 Hours per Week = 60 Hours
Learning Format: Lecture, Seminar
Typically Offered: TBD. Contact Department Chair for more info.
course overview

This course will introduce students to both the theory and practice associated with sport and event marketing within the context of integrated marketing communications. Sports and events cut through the advertising clutter, providing businesses and organizations with a powerful channel to meaningfully connect with consumers and influence their purchasing decisions. Classes will explore the sports industry, its expansion both in Canada and abroad, and use its most meaningful examples and case studies to illustrate its tactical and strategic benefits, opportunities and challenges for marketers. Students will be exposed to topics such as branding, promotions, sponsorship, licensing, ambush marketing, ticket sales, event planning, sports media, digital media, relationship marketing and experiential marketing, while also touching on related categories such as entertainment, nonprofit and tourism.

Course Content

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

Methods of Instruction

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.

Means of Assessment

Term Project                                                               20-30%

Case Study and/or Assignment                                     15-25%

Class Participation                                                        5-10%

Mid-Term                                                                   20-30%

Test(s)                                                                      10-20%


Learning Outcomes

The student will be able to:

  1. Explain the theory and practice of sport and event marketing strategy;
  2. Distinguish and demonstrate the concepts of marketing through sports and marketing of sports products;
  3. Appreciate the role sport and event marketing can play in an organization’s integrated marketing communications plan;
  4. Summarize the principles of segmentation, targeting, positioning and competitive advantage for sport-related products;
  5. Compare different sport-related initiatives and illustrate their impact on sports fans and consumers in general;
  6. Explain the role of digital media and the application of new and emerging technologies in the context of sport and event marketing;
  7. Identify and analyze the marketing environment unique to various sports and special events;
  8. Understand the structure and effect of the sport industry in Canada and abroad;
  9. Integrate all phases of sport and event marketing into a strategic integrated sports marketing plan;
  10. Apply oral and written skills in project presentations.

course prerequisites

MARK 1120




Not Specified

curriculum guidelines

Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester/year of the course, consider the previous version as the applicable version.

course schedule and availability
course transferability

Below shows how this course and its credits transfer within the BC transfer system. 

A course is considered university-transferable (UT) if it transfers to at least one of the five research universities in British Columbia: University of British Columbia; University of British Columbia-Okanagan; Simon Fraser University; University of Victoria; and the University of Northern British Columbia.

For more information on transfer visit the BC Transfer Guide and BCCAT websites.


If your course prerequisites indicate that you need an assessment, please see our Assessment page for more information.