Application of basic principles of marketing to the sport
industry, with emphasis on intercollegiate athletics,
professional sports, and multi-sport club operations.
Athena Title
Sport Marketing
Equivalent Courses
Not open to students with credit in KINS 4810E, KINS 6810, KINS 6810E
Prerequisite
KINS 3430 or KINS 3430E
Semester Course Offered
Offered fall and spring
Grading System
A - F (Traditional)
Student Learning Outcomes
Students will be able to define and discuss theories of sport marketing
Students will be able to identify and discuss relevant lines of inquiry in sport marketing research, develop a research idea, and conduct a consumer survey
Students will be able to develop a strategy of gaining information regarding the potential consumers of a sport organization/product/service
Students will be able to discuss various factors that may influence sport consumption behaviors for sport organizations
Students will be able to analyze a sport organization or event’s internal and external environment
Students will be able to discuss the concept of a marketing mix and apply it to a real or hypothetical situation
Students will be able to explain the role of sponsorship in sport marketing
Students will be able to discuss important considerations when developing marketing plans for sport organizations
Topical Outline
1. Emergence of Sport Marketing
2. Contingency Framework for Strategic Sport Marketing
3. Research Methods in Sport Marketing
4. Understanding Sport Participants
5. Understanding Sport Spectators
6. Segmenting, Targeting, and Positioning
7. Sport Products
8. Sport Promotion
9. Distribution
10.Sponsorship
11.Pricing
12. Implementing and Controlling the Strategic Sport Marketing Process
