Sports Marketing is a specialized marketing course that is designed to prepare students to develop skills necessary to address marketing issues specific to the sports industry.
This course will analyze the field of sports in terms of the practices, applications, and strategies of mainstream marketing.
Table of Contents
Part 1: Why Sports Marketing?
Chapter 1 – Understanding the Sports Landscape
Chapter 2 – The Power of Sports
Part 2: The Consumption of Sports Products and Services
Chapter 3 – Understanding Sports Consumers as Spectators and Participants
Chapter 4 – Sports Marketing Research
Part 3: The Integrated Sports Marketing Program
Chapter 5 – Branding and Rebranding
Chapter 6 -Sports Marketing Promotions
Chapter 7- Sports Sponsorships
Chapter 8 – Endorsements
Part 4: Finances and Economics of Sports
Chapter 9 – Pricing Strategies for Sports Goods and Services
Chapter 10 – The Economics of Sports
Part 5: New Topics in Sports
Chapter 11 – Women in Sports
Chapter 12 – The Changing Sports Landscape
Courseware Learning Objectives
By the end of this class, passing students will be able to articulate:
- The elements that make up the sports landscape
- How sports are used to evoke behavior, attitudes, and beliefs
- Consumers’ participation in sports as spectators and as participants
- Marketing research within the context of sports
- How teams and sports are promoted
- How sports-related products are managed and promoted
- How sports brands are built and rebuilt (rebranded)
- A general understanding of marketing objectives, strategies, and tasks within a sports context.
- Sports sponsorships elements and sponsorship proposals
- How to identify and leverage athlete endorsement
- Pricing strategies for sporting events
- The economic impact of sports
- The evolution of women’s sports
- The upcoming changes and challenges within the sports landscape
Mimic Sports Marketing
Simulation Learning Objectives:
- Identify product issues via data analyses and market research
- Implement product and marketing recommendations using the marketing mix
- Understand the role of endorsers in marketing
- Analyze and select creative briefs for a new product
- Design and launch a new product
- Appraise various athletes and select one to endorse your new product
- Defend a brand via crisis management
Meet the Authors
Dr. Delancy Bennett
Assistant Professor of Marketing
Howard University
Dr. Geraldo (Gerry) Matos
Associate Professor of Marketing
Roger Williams University
Mario J. Gabelli School of Business
Dr. James Robert Blair
Assistant Professor of Marketing
Eastern Kentucky University
Contributors
Dr. Nwamaka A. Anaza
Associate Professor of Marketing
Southern Illinois University Carbondale
Dr. Yana Andonova
Associate Professor of Marketing
Murray State University
