MKTG 1510 - Sports & Entertainment Marketing

Credit Hours: 3.00

Objectives:

1. Identify fundamentals of the sports and entertainment marketing business
2. Discuss current issues specific to the sports and entertainment field
3. Construct a target market based on the needs of the business and industry
4. Identify external factors impacting sports and entertainment marketing
5. Discuss how research is used in sports and entertainment marketing
6. Discuss key terms used in developing a sports and entertainment marketing strategy
7. Discuss issues surrounding entrepreneurship and labor in the sports and entertainment industry
8. Explore careers in sports and entertainment marketing

Outcome 2: Upon completion of this course, students will be able to identify how each element of the marketing mix is used in sports and entertainment marketing.

Objectives:

1. Explain the elements that make up product in the sports and entertainment world
2. Explain the different channels used in sports and entertainment distribution
3. Compare and contrast various pricing strategies and sales processes
4. Identify promotional opportunities in sports and entertainment marketing
5. Analyze integrated marketing communications execution
6. Discuss key terms used in sports and entertainment sales

Outcome 3: Upon completion of this course, students will be able to implement strategies into a sports and entertainment marketing plan using real-world scenarios.

Objectives:

1. Develop a promotional plan for a sports and entertainment venue
2. Create a modified marketing plan for a sports and entertainment venue
3. Practice strategies for ethical decision making
4. Practice strategies for analyzing marketing research
5. Practice strategies for setting prices at a sports and entertainment venue
6. Practice strategies for identifying and analyzing target market segments
7. Practice strategies for scheduling events
8. Practice strategies for creating integrated marketing communications
9. Practice strategies for managing venue resources
10. Practice strategies for analyzing results data to positively modify strategic decisions

• 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.

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