An introduction to the exciting field of sports marketing and its role in society. The subject includes: marketing through sport sponsorships, endorsements, naming rights, licensing, marketing and management, marketing of sports segmentation, distribution product decisions, pricing, promotion and emerging issues in sports marketing.
Meeting Times, Location, & Course Delivery Details
Course Format: Face-to-Face
This course is taught face-to-face. You will attend class in the physical classroom during the regularly scheduled day/time. You will be expected to attend class, participate in class activities, and independently complete homework outside of class by assigned due dates.
Prerequisite:
SM230: Introduction to Sport Management
Course Description:
An introduction to the exciting field of sports marketing and its role in society. The subject includes: marketing through sport sponsorships, endorsements, naming rights, licensing, marketing and management, marketing of sports segmentation, distribution product decisions, pricing, promotion and emerging issues in sports marketing.
Contact Information
1.0
Upon successful completion of this course…
1. The student will be able to access and interpret secondary data sources essential to understanding the
sport industry and its consumers.
2. The student will be able to outline key consumer behavior concepts and their implications for sport
behavior and sport marketing.
3. The student will be able to integrate sport marketing concepts.
4. The student will be able to analyze sport marketing cases to solve problems.
5. The student will be able to analyze the key concepts in promoting a sports team.
6. The student will be able to prepare and critically evaluate a comprehensive sport marketing proposal.
Textbook
Name: Sports Marketing
Edition: Fifth Edition
ISBN: 978-1492594628
Author: Sam Fullerton, Windy Dees, Patrick Walsh, Chad D. McEvoy, Steve McKelvey, Bernard J. Mullin, Stephen Hardy, William A. Sutton
Publisher: Human Kinetics
Student Learning Outcomes
At the completion of this course, a student should be able to meet the following outcomes specific to this course:
- access and interpret secondary data sources essential to understanding the sport industry and its consumers;
- understand key consumer behavior concepts and their implications for sport behavior and sport marketing;
- integrate sport marketing concepts;
- analyze sport marketing cases to solve problems;
- understand the key concepts in promoting a sports team; and
- prepare and critically evaluate a comprehensive sport marketing proposal.
Schedule
Subject to change during the semester. Adequate notice of changes will be given.
Course Schedule: (Subject to Change)
The tentative schedule for the course is posted and regularly updated on Blackboard. The schedule is subject to change at the professor’s discretion to best serve the student’s academic learning. It is the student’s responsibility to verify any possible updates in the course schedule prior to class.
WEEK | TOPICS |
| |
1 | Review of Syllabus and Blackboard |
1 | Review of Syllabus and Blackboard |
1 | The Special Nature of Sport Marketing |
2 | Strategic Marketing |
2 | Understanding the Sport Consumer |
2 | Market Research and Analytics in the Sport Industry |
3 | Market Segmentation and Target Marketing |
3 | The Sport Product |
3 | Managing Sport Brands |
4 | Promotion and Paid Media |
4 | Public Relations |
4 | Sponsorship and the Role of Activation |
5 | Social Media in Sport Marketing |
5 | Sales and Service |
5 | Delivering and Distributing Core Products and Extensions |
6 | Legal Aspects of Sport Marketing |
6 | Segmentation and Product Decisions |
6 | Customer Relationship Management |
7 | Pricing Decisions |
7 | Promotional Strategies |
7 | Promotional Strategies |
8 | Surveys and Questionairs |
8 | Surveys and Questionairs |
8 | Final Exam Period |
Description of Course Requirements (Subject to Change)
Class Preparedness: 100 total points
It is important that you engage in class discussion in an appropriate manner in order to receive an “A” for participation. Merely coming to class and warming a seat may earn you a “C” but if you wish to earn a grade above average, you will need to become an active and respectful participant in class discussions. This also includes coming to class with questions for guest speakers.
Reading Discussions: 10 points
Students will come to class prepared for the day’s topic by reading the assigned chapter from the textbook.
Current Events Assignments: 50 points
Students will complete two current event assignments throughout the semester. Assignments include a scenario that students must review and provide solutions to the identified questions.
Midterm Exam/Project: 100 points
The midterm exam will include any material covered to that point of the semester. Students will be given a comprehensive study guide of the topics that will be included on the exam. Exams will consist of a mixture of multiple choice, true and false, short answer, and essays.
Final Exam/Project: 100 points
The final exam will include any material covered to that point of the semester. Students will be given a comprehensive study guide of the topics that will be included on the exam. Exams will consist of a mixture of multiple choice, true and false, short answer, and essays.
The grading scale will be as follows:
Grades will be calculated on the following scale:
93-100=A | 90-92.99=A- | 87-89.99=B+ | 83-86.99=B | 80-82.99=B- | 77-79.99=C+ |
73-76.99=C | 70-72.99=C- | 67-69.99=D+ | 60-66.99=D | <60=F
When a student’s final grade falls within (.01 - 1% point), the professor may use his own discretion in increasing the student’s earned grade to the next highest letter grade. For example, an 89.5% may be increased to an A- instead of a B+. In this determination, the professor will examine the student’s class preparedness, behavior in the classroom and outside class activities, and overall studious behavior.
Late Assignments Policy
Late assignments will NOT be accepted and will be given a 0. Students are responsible for completing all course requirements and for keeping up with all activities of the course whether they are present in class or not. Students are responsible for keeping a copy of their work, on their computer or hard copy, until they have received a grade for all written assignments.
Classroom Behavior
Students and faculty share responsibility for maintaining an appropriate learning environment in the classroom. Civility and respect create a safe and productive atmosphere in which students can achieve.
The definition of disruptive behavior is at the reasonable discretion of the faculty member teaching the class, and determination of whether a specific behavior is disruptive resides within the authority of the faculty member. Examples of disruptive behavior include, but are not limited to, the following:
- Showing disrespect for and displaying poor manners toward any faculty member or other students.
- Disruptive or inappropriate use of technology and electronic devices in the classroom, such as cell phones, computers, pagers, and MP3 players.
- Persistent speaking without being recognized or interrupting other speakers.
- Persistently entering class late or leaving early without an excuse or the faculty member’s permission.
- Threats, harassment, or personal insults of any kind directed toward any faculty member and other students.
A faculty member has the discretion to impose sanctions for disruptive behavior in their classrooms. Some of the sanctions may include: a formal apology, dismissal from the class in which the disruptive behavior occurs, and/or referral to Student Affairs for resolution of the situation.
Dismissal from class due to poor student behavior will result in an unexcused absence.
Instructor Course Policies
Attendance Policy
The College accepts these four categories of excused absences:
- Activities in which the student serves as an official representative of the College (e.g., musical performances, athletic contests, field trips).
- Personal illness, with documentation by the College nurse or a physician, if possible. In relation to students experiencing COVID19 related symptoms or illness, students should be provided an excused absence and should not be penalized for electing not to attend physical classes in these instances.
- Family or personal emergencies.
- When severe weather makes travel to campus dangerous.
Wilmington College recognizes that reasonable attendance requirements will vary somewhat between disciplines, professors and even an individual's courses. The purpose of this policy is to ensure all concerned are clear about expectations in a given course. Faculty members are expected to accept the College's basic definition of excused absences in their individual policies and monitor attendance, but faculty members may also choose to accept other absences as excused (entirely at the discretion of each faculty member). Students are expected to be responsible for informing faculty members about excused absences (including documentation, if required) and for arranging to make up all work missed because of absences. An excused absence in no way removes this responsibility or obligates the professor to provide a student with special assignments or opportunities.
Good communication between students and faculty members is essential in cases of excused absences. Students are responsible for initiating this communication and in as timely a manner as possible. Students who will have to miss class to represent the College should provide schedules of these absences to the faculty member as soon in the semester as they are known. In all cases, it is the student’s responsibility to discuss excused absences with affected faculty members and to provide documentation of the excused nature of the absence, if the faculty member requires it.
Students should notify the Office for Academic Affairs (ext. 240) if they are unable to attend classes for one week or more (e.g., due to surgery, extended illness, etc.). Extended absences (up to two weeks without notification to the Office of Academic Affairs) can result in immediate administrative withdrawal from the College. In addition, during any term, a pattern of non-engagement or four or more academic alert notices in multiple classes can also result in immediate administrative withdrawal or suspension. Non-engagement is defined as missing classes, refusal to adhere to College policies, non-attendance, non-responsiveness to attempts to communicate, or a combination of these factors.
Students in this course will be rewarded for missing no more than 2 unexcused absences. Students will be penalized for any unexcused absences after their second occurrence. If students accrue more than 5 unexcused absences the instructor has the right to fail that student.
Note: Use of cellphone, improper use of laptop, and “excessive” bathroom breaks qualify as an unexcused absence.
Plagiarism Policy
Plagiarism is defined as the representation of another’s words, ideas, concepts, research or creative production without proper attribution whether intentional or unintentional. It is the student’s responsibility to be informed about what constitutes plagiarism. Plagiarism can occur in the submission of one’s own work or in work submitted by a group.
Examples of plagiarism include the following:
- The submission of a paper not one’s own, including turning in a paper that has been purchased from a commercial research firm or obtained from the internet
- Copying word for word information without quotation marks
- Paraphrasing information (that is, the use of one’s own words with only minor changes to the original)
- Use of information not considered general knowledge without proper citation
- Listing of misleading or false sources on a reference page
- The use of a paper or project for one course that was previously submitted for another course, either at Wilmington or at any other institution
Plagiarism is a serious academic offense and carries serious academic consequences. Violations will be recorded by the Associate Vice President of Academic Affairs at the Main Campus and Vice President of External Programs at the Cincinnati Branch Campus.
When an instructor discovers plagiarism, the instructor will first consult with the Associate Vice President of Academic Affairs if a main campus student, or the Vice President for External Programs if a branch campus student, in order to determine if the student is a first-time offender. For first offenses, the instructor has the ability to determine the penalty for the offense. Students with academic integrity violations may not be eligible for academic awards and honors (i.e., Academic Honors, Dean’s List/Merit List, Green Key Honor Society, Quaker Impact Award, and other Honorary Societies). For a second offense or more, the Associate Vice President of Academic Affairs at the Main Campus or the Vice President for External Programs for students at the branch campus, will report the offense to the academic standards and appeal committee and gather evidence for a hearing with the student. It is possible that the student will receive a substantial reduction in grade for the course or will fail the course. Multiple instances could even lead to suspension or expulsion from Wilmington College.
There are many university, college and private websites students may consult about how to avoid plagiarism. Sites with particularly helpful suggestions can be found at:
- http://owl.english.purdue.edu/owl/resource/589/01/
- http://www.indiana.edu/~wts/pamphlets/plagiarism.shtml
- http://www.writing.utoronto.ca/advice/using-sources/how-not-to-plagiarize
- http://www.princeton.edu/pr/pub/integrity/08/intro/index.htm
- http://www.plagiarism.org/plag_article_preventing_plagiarism_when_writing.html
- http://citationmachine.net/index2.php
Copyright Policy
This course may contain copyright protected materials such as audio or video clips, images, text materials, etc. These items are being used with regard to the Fair Use doctrine in order to enhance the learning environment. Please do not copy, duplicate, download or distribute these items. The use of these materials is strictly reserved for this online classroom environment and your use only. All copyright materials are credited to the copyright holder.
Americans with Disabilities Act
Americans with Disabilities Act:
If you have a documented disability that requires accommodations, contact Spencer Izor, the Associate VP for Compliance: spencer.izor@wilmington.edu, 937-481-2365, or visit her office in College Hall, Room 306.
Institutional and Program-Level Policies
All exams will follow the Final Exam Schedule. Students scheduled to take three or more final examinations on one day may request to arrange their examination schedule, so no more than two exams occur on one day.
Requests for early or late exams are considered only under extreme circumstances. Prior to the exam period, the student must file a written request on the Early/Late Exam Form available in the Student One Stop Center, Academic Records, and on the WC portal. The form must be signed by the Instructor and the Academic Dean, approving the alternate exam time. This process must be completed prior to the scheduled exam period.
Undergraduate: FA26 Final Exam Schedule
Out-of-class Work Expectation A minimum of 2 hours of out-of-class student work is expected for each hour of in-class time for traditional face-to-face courses. For online and hybrid courses, the combination of face-to-face time and out-of-class work should be equal to 3 hours per credit hour per week. |
Instructional Course Delivery Definition of Courses |
Academic Integrity Policy The use of generative AI is prohibited except where expressly allowed in assignment instructions. Academic Integrity Policy |
Class Attendance Policy Institutional Class Attendance Policy |