Educational Level: Upper undergraduate, Bachelor
Credit Hours: 3 Credits
Instructor: Dr. Firstname Lastname
Course Description:
This course introduces students to the fundamental marketing concepts related to the sport industry. Students explore various strategies used in meeting the wants and needs of sport consumers as well as understanding how sport can be used to assist in the marketing of other companies and products. Through assigned readings, discussions, and evaluative case studies students learn how to develop effective sport marketing plans based on data-driven decision-making. Areas to be addressed include strategic marketing management, target marketing, understanding the sport consumer and sport product, public relations, sponsorship, the marketing mix, and market research. This course encourages the ethical principles and practices of sport marketing and is essential for students pursuing studies in sport management.
How This Course Benefits Students:
This course provides a broad overview of sport marketing concepts and their application to the sport industry. Students learn the business model behind sport and how to utilize critical thinking skills to develop an optimal marketing strategy and plan for sport products and services. Students recognize that marketing exists of sport products and services directly to the consumer, in addition to marketing of other consumer products and services through strategic partnerships with sport organizations. Students learn the fundamental components of a sport marketing plan and how to apply basic marketing concepts to the sport industry.
Why This Course Is Important:
Sport marketers can leverage various products and services to influence consumer behavior and now more than ever, creative marketing business professionals are highly sought-after individuals in sport organizations. As sport marketers engage with their consumers with the intent to influence purchase behavior or develop loyalty to a particular product or brand, they also must be cognizant of the internal and external factors that might compete with a potential consumer. The ultimate goal of an effective sport marketing professional is to match the wants and needs of the sport consumer with the sport product.
