Dec 22, 2024  
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College Catalog 2021-2022 [ARCHIVED CATALOG]

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MKTG 1510 - Sports & Entertainment Marketing

Credit Hours: 3.00

Prerequisites: MKTG 1010  

This course applies marketing concepts, including target market, product, price, distribution and promotion, to the business of sports and entertainment. Students will analyze the economic impact of, explore careers in, and practice building marketing strategies for the sports and entertainment industry.

Billable Contact Hours: 3

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OUTCOMES AND OBJECTIVES
Outcome 1: Upon completion of this course, students will connect the basic elements of marketing to the sports and entertainment industries.

Objectives:

  1. Identify fundamentals of the sports and entertainment marketing business
  2. Discuss customer service issues specific to the sports and entertainment field
  3. Explain the product elements of sports and entertainment.
  4. Construct a target market based on the needs of the business and industry.
  5. Explain how to manage the channels of distribution.
  6. Develop ideas for promotions.
  7. Compare and contract various pricing strategies and the sales processes.

Outcome 2: Upon completion of this course, students will be able to explain the economic impact of the sports and entertainment industry.

Objectives:

  1. Perform financial analysis and risk assessment
  2. Estimate supply and demand.
  3. Explain ownership options and the various financial implications
  4. Evaluate human resources needs and understand its economic impact.
  5. Explore careers in sports and entertainment marketing by evaluating salary and job opportunities

Outcome 3: Upon completion of this course, students will practice strategies managing a sports and entertainment venue.

Objectives:

  1. Utilize a real-world scenario to practice strategies for:
    1. Scheduling events
    2. Managing venue resources
    3. Determining pricing strategies for various types of events based on supply and demand
    4. Evaluate target market needs for various sports and entertainment products
    5. Creating integrated marketing communication strategies for events
COMMON DEGREE OUTCOMES (CDO)
• Communication: The graduate can communicate effectively for the intended purpose and audience.
• Critical Thinking: The graduate can make informed decisions after analyzing information or evidence related to the issue.
• Global Literacy: The graduate can analyze human behavior or experiences through cultural, social, political, or economic perspectives.
• Information Literacy: The graduate can responsibly use information gathered from a variety of formats in order to complete a task.
• Quantitative Reasoning: The graduate can apply quantitative methods or evidence to solve problems or make judgments.
• Scientific Literacy: The graduate can produce or interpret scientific information presented in a variety of formats.

CDO marked YES apply to this course:
Communication: YES
Critical Thinking: YES
Global Literacy: YES
Information Literacy: YES
Quantitative Reasoning: YES
COURSE CONTENT OUTLINE
 

  1. Sports and Entertainment Foundations
    1. Defining the Sports and Entertainment Industry
    2. Customer Service
    3. Basic Sports and Entertainment Business Fundamentals
    4. Information Management
  2. The Sports and Entertainment Environment
    1. Legal Issues
    2. Economic Issues
    3. Global and Cultural Issues
    4. Ownership and Leadership
    5. Career Development
  3. Sports and Entertainment Marketing Strategies
    1. Product Strategy
    2. Supply Chain and Distribution Strategy
    3. Pricing Strategy
    4. Promotion Strategy
  4. Marketing Simulation
    1. Developing Real-Life Strategies for Running a Venue
Primary Faculty
Beauchamp-Doll, Monique
Secondary Faculty
Rice, Joe
Associate Dean
Johnson, Elise
Dean
Balsamo, Michael

Official Course Syllabus - Macomb Community College, 14500 E 12 Mile Road, Warren, MI 48088


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