"Sports Marketing in 21st Century" - Professional Linkage Seminar
- Jeff A Bail
- Harris Hall L28 - Mo 6:30PM - 9:30PM
Overview of classSports Marketing in the 21st Century is a "foundation" course, designed to provide students with a comprehensive and broad understanding of the discipline of Sports Marketing and the overall Business Dynamics of the Sports Industry.
The sports and sponsorship marketing industry has exhibited explosive growth worldwide since the early 1980's. This growth has showed no signs of letup . Sports Marketing in the 21st Century will demonstrate the clear-cut evolution of "Sports Marketing" and "Sponsorship", the growth engine of Sports Marketing. The evolution dynamics in the industry has resulted in the discipline of "Sponsorship" becoming universally recognized as the "Fifth Medium", joining the four long-standing established "Promotion" Mediums: Advertising, Public Relations, Direct Marketing and Sales/Trade Promotion in the marketing mix, as well as the increasingly growing areas of Social Media Platforms, experiential marketing and sports brand immersion.
With an emphasis on Integrated Sports Marketing and Strategic Planning, this course will address the primary principles of sports marketing and the scientific and analytical Sports Marketing Process. The course will examine the sports marketing relevancies of all of the core aspects of the marketing mix (the 4 P's: Product/Price/Place/Promotion), coupled with target audience demographic and psychographic exploration, key target segments of sports consumer growth, consumer behavior, and sports marketing segmentation strategies.
Discussions on the history of sports marketing and the lifecycle of sports properties will be undertaken to provide increased clarity and context to the entire course, and special emphasis will be placed on Future Trends/Technologies, Cause-Related Sports Marketing, Key Current Issues (discussed every week in interactive Sports "Chalk Talk" Sessions) and the Globalization of Sports (with a special focus on Global Olympic Marketing and the upcoming London 2012 Olympic Games, World Cup Soccer, and other key global sports properties.
Teaching MethodClasses will consist of lectures with a significant level of student interaction and participation encouraged throughout the course. Classes will be built around lectures covering all aspects of marketing , Sports Business Journal weekly articles, general discussions on general sports topics that arise each week, case studies, role-play scenarios, videos/DVD's, overheads/slides, and other techniques. Lectures will be designed to provide students with in-depth, real-life knowledge of sports marketing in a stimulating, provocative, high energy class environment. Guest speakers will be participants during the course, as available, and may include sports team executives, sports agency management, sports agents, pro athletes, and/or sports marketers from major Fortune 500 corporations.
Evaluation MethodStudents will be graded in four areas:
1. Class Participation (20%)
2. Midterm Exam (30%)
3. Group Project/Role-Play Exercise (20%)
4. Final Exam (30%)
Class Materials (Required)Sports Business Journal (student subscription optional, form to be issued class 1)
Various Powerpoint Presentations from Class Lectures (sent via NU Blackboard)
Required Packette of Articles/Case Studies/Editorial Text (Quartet Copies)
Ongoing Exploration of various Sports-Related Online Web Sites
(ESPN.com, CNNSI.com, various team/league/event-specific web sites, etc).
Class NotesJuniors and Seniors. 1st class mandatory.
Class AttributesAttendance at 1st class mandatory
Enrollment RequirementsEnrollment Requirements: Reserved for Juniors & Seniors
Current as of 06/15/13 04:07:28 AM