SMGT3631

This course provides an overview of marketing management in sport organizations. The objectives of the course provide students with a broad introduction to sport marketing concepts, the role sport marketing plays in society, and the various factors that influence sport consumer decision making. In this course you will learn fundamental terms, concepts, and frameworks used by sport marketing professionals to cause consumer action. The course places an emphasis on understanding the unique nature of the sport service and emotional commitment sport consumers have toward their favorite sport brands. Basic concepts of market research will be introduced and utilized to help students learn how to uncover unique insights about their potential target markets. Additionally, students will learn the critical role sport sponsorship plays in the broader context of sport marketing. A particular emphasis will be placed on the unique dynamic of marketing sport and marketing through sport. The course will culminate in a marketing plan and sponsorship proposal written on behalf of a spectator sport organization.

prereq: SMGT major or SMGT minor or CEHD IDP or instructor consent

010349