Sports Marketing

Catalog description

The content of this course focuses on three aspects of sports marketing: (1) the use of sports as a marketing tool for other products; (2) the marketing of sports properties; and (3) the emerging issues relevant for both marketing through and the marketing of sports. The first component addresses the various domains of the sports marketing environment and traditional sponsorship. The second focuses on the marketing of professional and amateur sports, the marketing of participation-oriented sports, and the marketing of a broad array of sports-related products such as sporting goods and apparel. The third addresses the impact of relationship marketing, technology and controversial issues within the sports marketing industry.