The sports industry is expanding quickly in many countries around the world. Sport can be defined as both a source of entertainment and a physical activity, so the sports industry comprises many possible businesses. For example, the sports industry covers such businesses as professional teams and players, equipment manufacturers, and various media. Because there are so many kinds of businesses associated with sports, it is a complex industry to understand. In this course you will explore the sports industry and the businesses that comprise the industry, and learn how to apply marketing principles to these businesses. The focus primarily is on the exciting and complicated business of sports entertainment (e.g., professional and amateur teams), rather than sport spectators, sport participants, or sporting goods. There are many terms and concepts covered in this course, some of which will be new, particularly for students who do not have a strong academic or practical marketing background.
Outline
MKTG 454 consists of 16 lessons in four units that examine the following topics:
Unit 1: Introduction to Strategic Sport Marketing
Lesson 1: The Special Nature of Sport Marketing
Lesson 2: Strategic Marketing Management
Unit 2: Sport Marketing Planning: Knowing Your Customers
Lesson 3: Understanding the Sport Consumer
Lesson 4: Marketing Research in the Sport Industry
Lesson 5: Market Segmentation
Unit 3: Sport Marketing Planning: The Marketing Mix (5 Ps)
Lesson 6: The Sport Product
Lesson 7: Managing Sport Brands
Lesson 8: Sales and Service
Lesson 9: Sponsorship, Corporate Partnerships, and the Role of Activation
Lesson 10: Promotion and Paid Media
Lesson 11: Public Relations
Lesson 12: Social Media in Sport
Lesson 13: Delivering and Distributing Core Products and Extensions
Unit 4: Implementing and Controlling the Sport Marketing Strategy
Lesson 14: Legal Aspects of Sport Marketing
Lesson 15: Putting it All Together
Lesson 16: The Shape of Things to Come
Evaluation
Your final grade in MKTG 454 is determined by a weighted average of the grades you receive on three written assignments and a Final Examination. To receive credit for MKTG 454, you must achieve a minimum grade of D (50 percent) on the Final Examination and an overall grade of D (50 percent) or better for the entire course. The weighting of each assessment activity is indicated in the table below:
Activity
Weight
Assignment 1
10%
Assignment 2
20%
Assignment 3
20%
Final Online Exam
50%
Total
100%
The final examination for this course must be requested in advance and written under the supervision of an AU-approved exam invigilator. Invigilators include either ProctorU or an approved in-person invigilation centre that can accommodate online exams. Students are responsible for payment of any invigilation fees. Information on exam request deadlines, invigilators, and other exam-related questions, can be found at the Exams and grades section of the Calendar.
To learn more about assignments and examinations, please refer to Athabasca University’s online Calendar.
Materials
Mullin, B. J., Hardy, S., & Sutton, W. A. (2014). Sport marketing (4th ed.). Champaign, IL: Human Kinetics. ISBN-13: 978-1-4504-2498-1. (Print)
Other Resources
All other learning resources will be available online.
Please note: You must have Microsoft PowerPoint or equivalent presentation software to complete Assignment 3 for this course.
Challenge for credit
Overview
The challenge for credit process allows you to demonstrate that you have acquired a command of the general subject matter, knowledge, intellectual and/or other skills that would normally be found in a university-level course.
Full information about challenge for credit can be found in the Undergraduate Calendar.
Evaluation
To receive credit for the MKTG 396 challenge registration, you must achieve a grade of at least D (50 percent) on the examination.
Athabasca University reserves the right to amend course outlines occasionally and without notice. Courses offered by other delivery methods may vary from their individualized study counterparts.