Course Description
Marketing of sport events and service to consumers of sport. Planning and organization of appropriate marketing strategies.
Additional Requirements for Graduate Students:
Graduate students will be held to higher expectations with
respect to mastering content knowledge on all written
assignments, quizzes, and exams. Graduate students will also
complete an additional marketing plan paper and an additional
market analysis assignment.
Athena Title
Sport Marketing
Equivalent Courses
Not open to students with credit in KINS 4810, KINS 6810
Non-Traditional Format
This course will be taught 95% or more online.
Semester Course Offered
Offered summer semester every year.
Grading System
A - F (Traditional)
Course Objectives
This course will introduce students to the application of basic principles of marketing to the managed sport industry, with emphasis on intercollegiate athletics, professional sport, and multisport club operations. The function of the course is threefold: first, it is intended to provide students with a broad appreciation of marketing; second, it will provide students with a modern understanding of marketing concepts as they are currently being applied in various sport management contexts; and finally, it is intended to provide a foundation for those students who plan to do advanced study and work in sport marketing, sport consumer behavior, and related fields.
Topical Outline
1 - Special Nature of Sport Marketing 2 - Strategic Marketing Management 3 - Studies of Sports Consumers 4 - Sport Consumer Behavior 5 - The Sport Product 6 - Managing Sport Brands 7 - Licensed and Branded Merchandise 8 - Pricing Strategies 9 - Promotions 10 - Sales 11 - Promotional Licensing and Sponsorship 12 - Place and Product Distribution 13 - Electronic Media 14 - Public Relations 15 - Managing the Marketing Mix
Syllabus