MKT 545 Sports Marketing

Sports Marketing is a specialized marketing course that is designed to prepare students to develop skills necessary to address marketing issues specific to the sports industry. This course analyzes the field of sports in terms of the practices, applications, and strategies of mainstream marketing. The subject includes Sponsorship, Endorsements, Licensing, Segmentation of the Sports Market, Promotional Strategy for the Marketing of Sports Products, and Emerging Issues in Sports Marketing. In addition, this class touches on the unique opportunities and challenges associated with marketing in the entertainment industry as an aggregate. To provide students with practical experience addressing sports and entertainment marketing issues, the class is organized around four projects.

This course will explore the strategies necessary for success in marketing sports events, products, and services. The course will build knowledge, skills, and a practical understanding of the nature, contexts, and dynamics of sports marketing and critically explore the product, price, promotion, and placement within the sports marketing context.

This course emphasizes the exploration of the essentials of effective sports marketing. Topics include the application of marketing principles in the sports arena, licensing issues, sponsorships and endorsements, stadium and arena marketing, broadcasting and media considerations, public policy and sports, and the unique marketing challenges for sport-specific products (football, basketball, baseball, motorsports, etc.)