Marketing - Sports&Entertainment Marketing

Catalog description

This course examines the marketing mix of product, price, place, and promotion in the multi-billion dollar sports and entertainment industries. The scope of the course will include both the marketing of sports and entertainment products and properties, as well as marketing through sports and entertainment (as a promotional vehicle to market other products). A variety of sports at the high school, intercollegiate, amateur, and professional levels will be considered. Through textbook and journal article readings, case analyses, and virtual simulations, students will explore the conceptualization of the marketing planning process, market and consumer research, target market ("fan" persona) characteristics and segmentation, audience usage and consumption patterns, endorsements, sponsorships, and branding. Additionally, through in-class discussion topics the student will focus on reinforcing topics presented in the class as well as current event or seasonal topics including, but not limited to the Super Bowl, college football, March Madness, and the Olympics. Prerequisite: MKTG 310 or MKTG 311. Enrollment restricted.