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.
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%
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.
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.
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.
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.