350

MKT 350 - Sport Marketing (Spring)

COURSE DESCRIPTION 

This course examines the world of sport as a business and will focus on attracting the overall community to the sport event as well as marketing within the event itself. The course will discuss the management of sports at professional, collegiate and special event levels focusing on the role marketing plays in planning and decision making in attracting fans and sponsors. Other topical areas will include: sports branding, athlete management, globalization, event sponsorship and marketing, media involvement, fantasy sports, sports vendors, sports innovations and the value and ROI of investing in sports. 


COURSE OBEJCTIVES

In keeping with the course content, MKT 350 has the following objectives:

  1. To understand key issues surrounding modern sport marketing.
  2. To effectively design and activate sport marketing and promotional campaigns.
  3. To critically analyze the impact and effectiveness of sport marketing initiatives.
  4. To apply fundamental marketing concepts to the sport industry and understand sport as a product, and those unique aspects of the sport consumer and product markets

COURSE RESOURCES

The following resources are recommended, and will be used, throughout the term:

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