MRKT 328 Sports Marketing Course Guide

Course Description

This course will examine the complex and diverse nature of sports marketing from a strategic marketing perspective. Specific emphasis will be placed on the contingency framework for strategic sports marketing, with attention to market selection, marketing mix decisions, and the implementation and control of the strategic sports marketing process. Additionally the course will examine marketing through sports; using sports as a platform for developing strategies and tactics to sell nonsports products.

Specific, Assessable Learning Objectives

At the conclusion of this course, the student should be able to:

  • Understand and comprehend the two perspectives of sports marketing.
  • Describe and discuss marketing through sports using mainstream strategies, as well as sponsorship, ambush marketing, venue naming rights, and licensing.
  • Describe and discuss the concepts and processes of sports market segmentation, target market selection, and positioning within the context of a firm’s resources and competitive capabilities.
  • Describe and discuss the factors involved in making appropriate recommendations and decisions regarding the sports marketing mix.
  • Describe and discuss implementation of sports marketing strategies and strategic control processes including ratio analysis.
  • Describe, discuss, and apply the elements of the strategic sports marketing process.
  • Identify and discuss controversies regarding sports product, distribution, pricing, and promotion decisions which may impact a marketer’s ethical and social responsibilities relative to all stakeholders.

Additionally, the course will allow students:

  • To further develop their analytical and communication skills, compiling information in a meaningful way and presenting information effectively in both a written and oral fashion.
  • To further develop their group interaction skills and the ability to perform effectively in a group context.

Course Outline

  • The emergence of sports marketing

Introduction and overview of the two sports marketing perspectives

Marketing through sports using mainstream strategies (the traditional marketing mix)

Marketing through sports

  • Sponsorship decisions and the assessment of sponsorship opportunities
  • Ambush marketing
  • Venue naming rights
  • Endorsements
  • Licensing

Marketing of sports: The contingency framework for strategic sports marketing

Market selection decisions

  • Research tools for understanding sports consumers
  • Segmentation of the spectator sports market
  • Participants as consumers
  • Spectators as consumers
  • Targeting and positioning

The sports marketing mix

  • Managing sports products
  • Promotion mix elements
  • Pricing concepts and strategies
  • Distribution decisions – spectator sports vs. participation sports

Implementing and controlling the strategic sports marketing process

  • Implementation success factors
  • Planning assumptions, process (ratio analysis), and contingency controls

Controversial issues in sports marketing (sports marketing ethics)

Recommended Teaching Methodology

The course will utilize a broad range of instructional pedagogy. Lecture, in-class exercises, class discussion, individual and group projects will be used to develop the concepts, terms, and theories at the understanding and comprehension levels of learning. An individual project and a “real world” group project that involves the development and implementation of sports marketing strategy will be utilized to transition among the levels of application and analysis through synthesis and evaluation of course content.
Recommended Assessment Measures

  1. Periodic examination/quizzes to assess the student’s level of understanding and ability to discuss material, from the textbook, supplemental learning materials and class discussions.
  2. An individual project to assess the attainment of learning objectives at the advanced learning taxonomy levels of analysis and application. Analyses and recommendations should be presented in written form. Assessment and feedback of both content and written communication effectiveness will be incorporated in evaluation instruments. Criteria for evaluating written reports will be clearly identified and explained by the professor.
  3. Group project (marketing plan) involving the development and implementation of sports marketing strategies to transition content application and analysis to the evaluation and synthesis levels of learning. Analyses and recommendations should be presented in both oral and written form. Assessment and feedback of both content and communication effectiveness will be incorporated in evaluation instruments. Criteria for evaluating written reports will be clearly identified and explained by the professor.
  4. Student participation will be incorporated in assessment.

Statement of Expectations (to appear on syllabus)

This upper-level marketing course will delve into the topics of sports marketing and marketing through sports in significant depth. To further your learning experience, you are required to complete two substantial projects. As such, not all learning will take place in the classroom. You will be required to invest time outside of the classroom to adequately learn the material. I would expect that, in addition to the three hours in class, you would invest approximately six hours per week reading, studying, meeting with your group, and completing assignments. Classes are opportunities to discuss and apply the material, and to develop communication and leadership skills. They are also opportunities for professors to provide insight, to help you attain understanding, and for the evaluation of performance.

Prerequisite Knowledge and Skills

  • The most important prerequisites are an interest in the subject, the willingness to commit the necessary resources in terms of time and intellectual effort, and the willingness to actively participate in the learning process.
  • Students must successfully complete MKMG 212 prior to taking this course.
  • Students should have the ability to communicate effectively using oral, written and nonverbal techniques.

Resource Materials

Fullerton, Sam. Sports Marketing. McGraw-Hill Irwin, 2010.

Kaser, Ken and Dotty Boen Oelkers. Sports and Entertainment Marketing. Thomson South Western, 2008.

Shank, Matthew. Sports Marketing, A Strategic Perspective. Pearson Prentice Hall, 2009.

Various journal and popular press articles.

Academic Integrity

Student-teacher relationships are built on trust. Any student found violating this trust undermines the educational process and is subject to disciplinary action.

The concept of academic integrity lies at the very heart of any college. This is particularly true at Siena with its strong Franciscan tradition and its dedication to fostering sound moral growth. In such an environment, academic dishonesty cannot be tolerated. Students who commit such acts expose themselves to punishments as severe as dishonorable dismissal from the college. Academic dishonesty can take different forms, including, but not limited to, cheating (dishonesty in a test situation), plagiarism (dishonesty in the presentation of materials in a paper or report), and computer abuse. In any situation in which a student is unsure of what constitutes academic dishonesty, it is the student’s responsibility to raise the question with his or her instructor. It is also the student’s responsibility to be familiar with the student guidelines on academic honesty, “Academic Integrity and the Siena Student.” Alleging ignorance of what constitutes academic dishonesty or of the College’s policy on the subject will not be considered a valid explanation or excuse.

Students suspected of violating academic integrity will be referred to the Academic Integrity Committee for final determination.

Institutional Mechanism for Providing Feedback for Continuous Quality Improvement

Individual professors teaching this course will evaluate each student based on course specific knowledge, capability, and communication skill. Performance assessments will be summarized and reported to the Course Coordinator, with separate assessments for relevant performance categories. Performance assessments from multiple sections and professors will be compiled by the Course Coordinator into a single comparative report and submitted to the Marketing Concentration Coordinator. This report will be utilized for overall evaluation of the course and for control purposes. Any deficiencies in attaining learning outcomes will be addressed and appropriate changes designed to improve the probability of attaining these objectives. The Marketing Concentration Coordinator will compile comparative reports from all marketing courses into a concentration report and submit to the Department Head, who will use the information for program level reporting.