PEP547 Sport Marketing and Promotions
Overview
This course will provide an overview of various aspects of the two components of sports marketing- (1) the marketing of sports products; and (2) the use of sports to market non-sports products. Specifically, this course helps students gain a deeper understanding of sport marketing by examining the strategic marketing planning procedure, market definition, marketing research, sport consumer behavior, marketing mix (7Ps - product, price, place, promotion, physical evidence, people, and process), and sport sponsorship.
Learning Objectives
The following are the objectives for the course. Each module will have specific learning objectives listed on the Overview Page. The activities in that module (i.e.: discussions, assignments and assessments) are developed so that you can demonstrate you have met these objectives:
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Explain the unique aspects of sports marketing and the role it plays in a sport business.
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Apply the Strategic Sport Marketing Planning Process in creating a marketing strategy (Marketing of Sport).
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Discuss the role of marketing research and recognize basic methods of marketing research
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Complete a situational analysis using the SWOT framework and the five-force model
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Appraise the consumer decision making process consumer behavior
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Apply STP strategy to select a market
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Appy the 7Ps [Produt, Place, Price, Promotions, Service Mix (Physical Evidence, People, Process)] marketing mix to develop a marketing strategy
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Describe basic methods of evaluation and control
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Explain the basic principles of marketing through sports (Marketing through Sport).
Material
Shank, M. D., & Lyberger, M. R. (2015). Sports marketing : a strategic perspective (5th edition.). Routledge. The ebook is freely available through UNM library (you will be asked to register an account with safaribookonline using your UNM netid). UNM library search "Sports Marketing" and follow the ebook link. You can also download the book to your tablet using the O'Reilly app (search "O'Reilly" in either apple app store or google play store). Here is the link to the library tutorial on creating an account with safaribookonline https://libguides.unm.edu/safari
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Case study materials (Must read in advance)
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Chapters from Shilbury, D., Westerbeek, H., Quick, S., & Funk, D. (2014). Strategic sport marketing (4th Edition). Allen & Unwin.
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Posted/linked articles, news report, video clips, exercises, etc. posted in the UNM Learn system.
Grading Scheme
Participation
Your attendance and participation in class are essential for the learning process. If you are absent for any reason, it is your responsibility to check with other students concerning any assignments or announcements that you might have missed.
Chapter Quizzes
Each assigned reading should be completed prior to taking the online quiz (via UNM Learn) each week. All quizzes are due before the class meet (i.e., 7:00PM on Tuesdays). These quizzes will disappear after the due date, so you will no longer be able to access these quizzes. Should you get locked out of a quiz prior to this deadline, please send me an email message so you can be provided access to the quiz.
Case Studies and Other Activities
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Strategic Planning - Case Study: Daktronics; Chapter 2: Exercises 5 & 9
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Marketing Research - Case Study: Astros survey; Library Database Search
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Consumer Behavior - Chapter 4: Exercise 1, Internet exercise 3; Chapter 5: Internet exercise 1 & 2
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Segmentation - Case Study: Prince Sports; Chapter 6: Exercise 2, Internet exercise 10
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Product and Branding - Case Study: Flying Pig; Chapter 7: Exercise 1; Chapter 8: Exercise 3, Internet exercise 3
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Pricing - Case Study: 3M Golf Gloves; Exercise 3, Internet exercise 3
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Service Mix - Case Study: Galaxy LA
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Promotion - Case Study: Body Glove; Chapter 9: Exercise 1; Chapter 10: Internet exercise 2
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Marketing through Sports - Chapter 11: Internet exercise 1; Chapter 13: Exercise 3
Marketing Plan
This is a semster-long group project. Roughly, the marketing plan will be composed of three major sections: 1. situational analysis; 2. marketing research (design and conduct a mini-qualitative and a mini-quantatitive research project); 3. design of the marketing mix.
At the end of Module 1, students will present the situational analysis of the group project. At the end of the semester, students will present the complete marketing plan with a focus on the marketing research and marketing mix components.
A written paper is also required.
The details of this project is given in an appendix.
This is a group assignment, however, each member in a group may receive a different final grade depending on their contributions, which will be evaluated through a peer-evaluation process.
Final Exam
We will have one final exam at the end of the semester. The exam will cover the entire semester.