SPT3750EN - Sport Marketing

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.

Credit hours
3 hours
Subject area
Sports Management
Educational level
Bachelor
Learning type
Instructional
Prerequisites
None
Upcoming terms
Pending
* Schedule subject to change. Please contact the Registrar's office with schedule questions.
Professor
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

Students examine target markets and learn to match the sport consumer with the sport product. 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.

Experientially transformed

Students design a basic sport marketing plan in order to apply and synthesize course material and to understand how marketing principles are applied to the sport industry.