SMGT 3631: Sport Marketing
Spring2011, 3 credits
Course Information:
Days:Tuesday & Thursday
Time:9:45 a.m.- 11:00 a.m.
Location:155 Blegen Hall
Course Objectives:
Upon successful completion of this course, students will be able to:
- Identify historical and global perspectives of the sport industry and how marketing efforts have helped to shape its current niche
- Define sport business industry
- Understand the uniqueness of sport product
- Define marketing and sport marketing
- Understand and analyze consumer behavior and research tools
- Understand sport fan identification
- Identify and analyze target market segments specific to sport
- Define sport product, and discuss the product life cycle
- Define and discuss price and pricing strategies
- Apply a well balanced Marketing Mix to sport
- Understand licensed and branded merchandise in sport
- Understand marketing through endorsement
- Understand public & media relations in sport
- Analyze sales techniques in sport
- Develop, explain, & apply principles of marketing through a marketing plan
Course Outline:
This course is designed to acquaint students with comprehensive fundamental theories and issues in sport marketing, grounded within traditional marketing principles, and emphasizing unique application to the sport business industry.
Instructor:Eric Brownlee, Ph. D.
Office: Cooke Hall 204B
Hours: Tuesday 12:00p.m. –1:00 p.m.
Thursday12:00p.m. – 1:00 p.m.
or by appointment
Phone: (612) 625-5966
Email:
Teaching Assistant:Megan Shreffler, M.A.
Required Resources:
1.Mullin, B.J., Hardy, S., & Sutton, W.A. (2000). Sport Marketing. Champaign, IL: Human Kinetics
2. Additional assigned readings will be posted on Web Vista throughout the semester or assigned in class.
Students Assignments
1. Class Projects
Throughout the course of the semester students will be asked to complete various in class projects that will be graded. These projects may include participating in class and providing written work. These assignments will be explained further during the semester.
2. Online Reading Quiz
For this assignment, you will be required to log on to Moodle and read an article or series of articles related to sports marketing. We will not have class the day of this quiz and after reading the articles, you will be required to take an online quiz, with questions related to the articles. The quiz will be worth 100 points and more instructions will be given on the Moodle course website.
3. Consumer Research
Develop a consumer survey relative to the topic of your marketing plan. The survey should include demographic and psychographic survey questions. The survey should be one page only and at least 10 questions. Survey 15 individuals that are notyour friends or family. The survey must not require the respondent to identify themselves by name, address, student ID#, etc. Be descriptive and analyze each question results individually by preparing a chart per question indicating the response summary per question and a narrative explaining the results of each question. Utilize simple percentage of respondents as your statistical analysis. Include anopening paragraph explaining the market research and a summary and conclusion of the results of the survey. You are to use the Consumer Research in your marketing plan. The Consumer Research assignment is worth 100 points. See the course calendar for approximate due date.
4. Marketing Plan and Presentation
A group of 5 or 6 students shall select by (February 1st) a new product or marketing initiative within a sport or sport related activity/organization in which to develop a detailed marketing plan outline. Further assignment information shall be provided by the instructor. To assist student development of professional presentation skills and to facilitate the dissemination of knowledge, students will present their marketing plan to the class. Date of presentation will be announced at a future time. Students must dress in professional attire for the presentation (men/suits and tie, women/suits). Students must prepare a Prezipresentation and to accompany their presentation. Provide the instructor a website link to your presentation at least one week prior to your scheduled presentation. The presentation should last no more than 10-15 minutes. Your group presentation and submission of your marketing plan will be scheduled the last weeks of the class. Presentations will be evaluated on professionalism, organization, utilization of marketing strategies, tactical components,preparedness and fielding related questions. The marketing plan and presentation is graded on a group basis. The marketing plan and presentation are worth 200 points.
5. Tests
Students are responsible for taking exams during the course time and date scheduled for each exam. If a student misses an exam due to a legitimate reason, which must be presented and accepted by the instructor, the student must take a make-up form of the exam. Failure to take the exam within the time frame set will have a result of an “F” grade for that exam. Exams will consist of multiple-choice, fill in the blank, short answers and short essay questions. Three exams are scheduled for the course with the approximate exam date listed on the course calendar. Each exam covers the lectures, assigned readings, and assignments up to the exam date. See course calendar for approximate exam dates. Each exam is worth 250 points.
Evaluation of Student Performance
10%100 pointsClass projects
10%100 points1Online Reading Quiz
10%100 pointsMarket Research
20%200 pointsMarketing Plan & Presentation
50%500 points2Tests (250 points each)
100% 1000 pointsTotal
Grades will be calculated on the following total point scale:
930 – 1000 points = A
900 – 929 = A-
870 – 899 = B+
830 – 869 = B
800 – 829 = B-
770 – 799 = C+
730 – 769 = C
700 – 729 = C-
670 _ 699 = D+
630 _ 669 = D
600 _ 629 = D-
A- achievement that is outstanding relative to the level necessary to meet course requirements
B- achievement that is significantly above the level necessary to meet course requirements
C- achievement that meets the course requirements in every respect
D- achievement that is worthy of credit even though if fails to meet fully the course requirements
S- achievement that is satisfactory, which is equivalent to a C- or better (achievement required for an S is at the discretion of the instructor but may be no lower than equivalent to a C-)
F (or N)- Represents failure (or no credit) and signifies that the work was either (1) completed but at a level of achievement that is not worthy of credit or (2) was not completed and there was no agreement between the instructor and the student would be awarded an I (See also I)
I (Incomplete)- Assigned at the discretion of the instructor when, due to extraordinary circumstances, e.g., hospitalization, a student is prevented from completing the work of the course on time. Awarding an Incomplete requires a written agreement between instructor and student.
Academic Dishonesty:
Academic dishonesty in any portion of the academic work for a course shall be grounds for awarding a grade F or N for the entire course. Academic Dishonesty: University policies on academic dishonesty like cheating, plagiarism, misrepresentation, or fraud will be enforced. Academic dishonesty are defined “plagiarizing; cheating on assignments or examinations; engaging in unauthorized collaboration on academic work; taking, acquiring, or using test materials without faculty permission; submitting false or incomplete records of academic achievement; acting alone on cooperation with another to falsify records or to obtain dishonestly grades, honors, awards, or professional endorsement; altering, forging, or misusing a University academic record; or fabricating or falsifying data, research procedures, or data analysis”.
Course Credit:
One conventional credit is hereby defined as equivalent to three hours of learning effort per week, averaged over an appropriate time interval, necessary for an average student taking that course to achieve an average grade in that course. This course is a three credit course.
Teaching Philosophy/ Strategies
Shared Responsibility: Learning is an equal partnership between students and the instructor. Students, through their class-related activities, have a shared responsibility with the instructor in providing an environment leading to a positive learning experience. In addition, any suggestions as to how to further such a positive and open environment in this class will be appreciated and given serious consideration.
Sense of Respect: The instructor shall treat all students equally and with a sense of respect and students are expected to treat one another and the instructor with respect.
Diversity: Diversity should be equally respected. Discrimination, derision, and insult regarding age, creed, disability, ethnicity, gender, religion, language background, sexual orientation and learning differences will not be tolerated.
Participation: Each student is expected to be present in every class in order to participate in class discussion. This includes not only verbalizing the student’s own thoughts but also providing peers of the student’s the courtesy of listening to their contributions, while taking notes and asking constructive questions. Participation in class includes no student use of cell phones or PDA’s. Laptop computers are encouraged with wireless connectivity only as an in-class work/lecture.
Attendance: Attendance will not be taken. Students are responsible for knowledge about schedule changes even if absent from class on the day the change is made.
Assignments/ Late Work: All assignments are due on time. Students are responsible for meeting the due dates for any assigned projects. Assignments are to be submitted in class on the day that they are due. Late papers will be penalized one grade (e.g., A becomes A-) for each calendar day they are late. If the student has a legitimate extenuating reason provided to the instructor in writing for missing the due date, an adjustment will be made on an individual case basis and is at the discretion of the instructor.
Incompletion of Course: Students must finish their coursework within the designated semester schedule. However, if a student cannot complete the course requirements due to legitimate extenuating reasons provided to the instructor in writing prior to the request. The instructor will consider the request of an Incomplete and will take appropriate action.
Policies
Accommodations for Special Needs (Americans with Disabilities Act): The department makes every effort to accommodate the educational needs of students with disabilities, in the least restrictive way possible. If you are required special accommodations, please set up an appointment with your professor to discuss your particular disability and the modification in the course, which will be needed to facilitate your participation.
Disruptive Classroom Conduct: Disruptive classroom conduct will not be tolerated. It means “engaging in behavior that substantially or repeatedly interrupts either the instructor’s ability to teach or student learning. The classroom extends to any setting where a student is engaged in work toward academic credit or satisfaction of program-based requirements or related activities”.
Other Important Information
1. As for inclement weather, if the University is open, we will have class. It is the students’ responsibility to keep up with updated information on weather.
2.Any students traveling on a university-sponsored trip (e.g. athletics, band, class field trip) should contact the instructor prior to missing class.
3. Cell phone should be turned off prior to the start of class.
4. Extra credit activities are not allowed since such activities tend to undermine the goals of higher education and minimize the dedicated effort of organized students.
5. Moodle may be used to post exam grades, assignments, examples, course information and readings and allow students to check upon their progress in the course.
Semester Calendar
DateTopic/AssignmentAssignment
Tuesday 1/18Course IntroductionRead Chap. 1 & 2
Thursday 1/20Special Nature of Sport MarketingReadChap. 3
Tuesday 1/25Studies of SportConsumersRead Chap. 4
Thursday 1/27Perspectives in Sport Consumer BehaviorRead Chap. 5
Marketing Plan Topic (2/1)
Tuesday 2/1Data Based Marketing/Role of Research Marketing Plan Topic Due
Market Research Assigned
Thursday 2/3Guest Speaker: TBARead Chap. 6
Tuesday 2/8Market Segmentation Read Chap. 7
Thursday 2/10The Sport ProductRead Chap. 8
Tuesday 2/15Managing Sport BrandsRead Chap. 9
Thursday 2/17Licensed and Branded MerchandiseRead Chap. 10
Tuesday 2/22Pricing Strategies
Thursday 2/24Guest Speaker: TBA
Tuesday 3/1Test 1 ReviewStudy
Thursday 3/3Test 1 (Chapters 1-10)Read Chap. 11
Tuesday 3/8PromotionsRead Chap. 13
Thursday 3/10Promotional Licensing and SponsorshipRead Quiz Readings
Tuesday 3/22Reading Quiz (Online)Read Chap. 14
Thursday 3/24Place or Product DistributionMarket Research (3/29)
Read Chap. 15
Tuesday 3/29Electronic MediaMarketing Research Due
Tuesday 4/5Guest Speaker:TBARead Chap. 16
Thursday 4/7Public RelationsRead Chap. 18
Tuesday 4/12Legal Aspects of Sport MarketingRead Chap. 19
Thursday 4/14The Shape of Things to Come
Tuesday 4/19Guest Speaker: TBA
Thursday 4/21Student Presentations
Tuesday 4/26Student Presentations
Thursday 4/28Student Presentations
Tuesday 5/3Student Presentations/Test 2 ReviewStudy
Thursday 5/5Test 2 (Chapters 11, 13, 14, 15, 16, 18, 19, and student presentations)
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