SPT5750EN - International Sport Marketing

Course description

This course presents an overview of the various techniques and strategies used in meeting the wants and needs of sport consumers and to understand the practical application and fundamental marketing concepts related to sport. Through assigned readings, evaluative case studies, and the development of a sport marketing plan, students explore strategic market management and promotional tactics. Areas to be addressed are the uniqueness of sport marketing, an overview of the segments within the sport industry, market research and segmentation, the marketing mix, and sponsorship. This course encourages the ethical principles and practices of sport marketing and is essential for students pursuing advanced studies in sport management.

How this course benefits students

This course examines the principles of sports marketing and the strategic marketing management process. Students analyze case studies in sport to recognize sound marketing decisions and to synthesize course material while designing an effective marketing plan for a sport organization based on data-driven decision-making.

Why this course is important

Sport offers a platform to reach believers and unbelievers alike and provides many opportunities to serve. Understanding the target markets and implementing sport marketing practices and principles assists a sports management professional in developing an ethical marketing plan designed to attract program participants and corporate sponsors in a variety of organizations, camps, clinics, tournaments, and leagues.

Credit hours
3 hours
Subject area
Sports Management
Educational level
Learning type
Upcoming terms
* Schedule subject to change. Please contact the Registrar's office with schedule questions.
Dr. Tracy Yoder, Professor of International Sports Management

How this course relates to missional core values

Biblically based

Scripture reveals principles of leadership and management skills, providing us with guidelines on how we can best employ the strategies and techniques of marketing our sport programs and products.

Missionally driven

The context of sport provides an opportunity for the marketing professional to ethically represent a sports organization. Targeted messaging, clear branding, public relations campaigns, and corporate partnerships create an effective platform to serve as ambassadors for Christ.

Contextually informed

The content of this course examines principles of sport marketing from an ethical perspective, taking into account the unique context of sport and recreation and the particular challenges and opportunities that it comprises.

Interculturally focused

To effectively understand sport marketing from an intercultural perspective this course examines sport internationally, accounting for cultural differences, politics, language barriers, and socioeconomic status.

Practically minded

In addition to understanding the theoretical aspects of sports marketing, students discover knowledge and understanding in developing an effective sports marketing plan for a program or organization in their respective country.

Experientially transformed

This course challenges students to connect with a local sports organization or church program that they can serve by designing a sport marketing plan to assist with event promotion or funding.