SPORTS MARKETING

Catalog description

This course investigates the rapidly developing sports industry from a marketing perspective. It is based on the belief that sports marketing is consumer-driven, global in scope, and managerially controllable in nature. The course is designed to familiarize students with terms and tools needed in the sports industry and to develop skills that assist critical thinking for continued growth in this unique business setting. It includes an introduction to research, segmentation, product development, pricing, licensing, and communications. Moreover, the course will familiarize students with foundational terminology used in sports marketing; introduce research tools and methods used by sports marketers; study examples of successful and unsuccessful applications of sports marketing; demonstrate the power of marketing to develop, control, promote, and deliver sports as an exchange product.