Examines the special aspects of sport marketing as a discipline and the manner in which sport is marketed vis-à-vis other products and services. Explores the conceptualization of the marketing planning processes and the field’s major components (5 P’s), the value of market and consumer research, consumers (fans and participants), endorsements, sponsorships, branding, product services, benefits, consumption and usage patterns.
Course Learning Outcomes
Upon successful completion of IMC 630, students will be able to:
- Demonstrate knowledge and comprehension of the Marketing Management Process (MMP).
- Analyze consumer and market data and information for the purpose of comprehending sport consumer behavior, market segmentation, and Marketing Mix decision-making.
- Identify salient behavioral motivations that contribute to the consumption patterns and usage frequency of participant and spectator sport consumers.
- Define and distinguish marketing communication fundamentals (i.e. product, price, place, promotion and PR) as they relate to a sport organizational context.
- Create, Develop, Revise and Defend a comprehensive Marketing Plan for an existing sport organization.
- Fundamentals of Sport Marketing
- Understanding Sports Consumers
- Taking an Information-based Approach to Sport Marketing
- Market Segmentation
- Sport Product and Pricing Strategies
- Sport Promotions
- Public Relations and Social Media in Sport/Coordinating the Sport Marketing Mix
- Final Sport Marketing Project Plan Due