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Aug 01, 2025
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MKT 3920 - SPORTS MARKETING
credits: 3.0
Crosslisted/Same As: SPM 3920
MKT 3920-SPM 3920 . A detailed study of how marketing professionals must demonstrate the same level of knowledge, skills, and dedication that distinguishes professional athletes from amateurs in meeting the needs of athletes, spectators, and sponsors in designing, planning, and controlling sporting and related events. Topics will include event logistics and hospitality, negotiation and contracts, risk management, working with sport celebrities, licensing agreements and merchandizing, financing sports events, and sports tourism. Objectives: A) To appreciate the value, challenges, and complexities of the marketing knowledge and skills required to design plan and control the logistics of sporting and related events. B) To understand the critical role that hospitality plays in successful sport events. C) To become familiar with negotiations and contracts and the critical components of sport events, including sponsors, suppliers, venues, and sport personnel. D) To appreciate the challenges presented by the care and feeding of sport celebrities. E) To learn the value of and the mechanics of marketing licensed merchandize. Method of Instruction: Lectures, guest speakers, videos, case materials, readings, class discussion and projects. Method of Evaluation: Quizzes (25%), assignments, and cases (20%), midterm exam (25%), and class project (30%).
Prerequisite(s): MKT 2250 - PRINCIPLES OF MARKETING
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