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Courseware Learning Objectives

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

Meet the Authors

Picture of Dr. Delancy Bennett

Dr. Delancy Bennett

Assistant Professor of Marketing
Howard University

Picture of Dr. Geraldo (Gerry) Matos

Dr. Geraldo (Gerry) Matos

Associate Professor of Marketing
Roger Williams University
Mario J. Gabelli School of Business

Picture of Dr. James Robert Blair

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

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Table of Contents

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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

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

FREE Sample Syllabus:
Sports Marketing

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