Effective: Late Fall 8-Week, 2018/2019

MKTG 480: Sports And Event Marketing

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  Course Description

Examination of the role of marketing in analyzing, planning, implementing and controlling the marketing programs of a sports enterprise.

Prerequisite: MKTG 310

Proctored Exams: None



  • Shank, Matthew. Sports Marketing: A Strategic Perspective. 5th ed. Routledge N. Y., 2014.
    • ISBN-978-1-138-01596-8

MBS Information

Textbooks for the course may be ordered from MBS Direct. You can order

For additional information about the bookstore, visit http://www.mbsbooks.com.

  Course Overview

This course is designed to help you understand the complex and diverse nature of sports marketing. Even if you are not a dedicated sports fan, you will be able to understand the unique application of marketing principles and processes to the sports industry. The class will look at four unique aspects of sports marketing including strategic management, understanding the consumer, planning the marketing mix, and implementing and controlling the strategic sports marketing process.

  Technology Requirements

Participation in this course will require the basic technology for all online classes at Columbia College:

  • A computer with reliable Internet access
  • A web browser
  • Acrobat Reader
  • Microsoft Office or another word processor such as Open Office

You can find more details about standard technical requirements for our courses on our site.

  Course Learning Outcomes

  1. Use marketing mix functions within collegiate and professional sport contexts.
  2. Apply key marketing concepts and strategies within a sports entertainment context.
  3. Demonstrate key consumer behavior concepts and their implications for sports and entertainment marketing.
  4. Access and interpret secondary data sources essential to the implementation of market planning.
  5. Utilize marketing mix elements to a real-world sports scenario.


Grading Scale

Grade Points Percent
A 382-425 90-100%
B 340-381 80-89%
C 298-339 70-79%
D 255-297 60-69%
F 0-254 0-59%

Grade Weights

Assignment Category Points Percent
Discussion 75 18%
Dropbox Assignments 150 35%
Quizzes 100 24%
Final Exam 100 24%
Total 425 100%

  Schedule of Due Dates

Week 1

Assignment Points Due
Discussion 1 5 Wednesday/Sunday
Discussion 2 5 Sunday
Dropbox Assignment 1 25

Week 2

Assignment Points Due
Discussion 3 5 Wednesday/Sunday
Discussion 4 5 Sunday
Quiz 1 33

Week 3

Assignment Points Due
Discussion 5 5 Wednesday/Sunday
Discussion 6 5 Sunday
Dropbox Assignment 2 25

Week 4

Assignment Points Due
Discussion 7 5 Wednesday/Sunday
Discussion 8 5 Sunday
Dropbox Assignment 3 25
Quiz 2 33

Week 5

Assignment Points Due
Discussion 9 5 Wednesday/Sunday
Discussion 10 5 Sunday
Dropbox Assignment 4 25

Week 6

Assignment Points Due
Discussion 11 5 Wednesday/Sunday
Discussion 12 5 Sunday
Dropbox Assignment 5 25
Quiz 3 34

Week 7

Assignment Points Due
Discussion 13 5 Wednesday/Sunday
Discussion 14 5 Sunday
Dropbox Assignment 6 25

Week 8

Assignment Points Due
Discussion 15 5 Wednesday/Saturday
Final Exam 100 Saturday
Total Points: 425

  Assignment Overview


Each student is expected to respond to discussions with an in-depth answer and must respond to two other students prior to the deadline to receive full credit for each discussion. The initial post for the first discussion each week is due by midnight Wednesday. The initial post for the second discussion is due by midnight Sunday. All responses are due by Sunday midnight.

Dropbox Assignments

There are six dropbox assignments in this class. For each, you are expected to write a brief paper in response to the questions posed. You are expected to use formal writing for these assignments. Grading will be based on the quality of your response as well as the quality of your writing. These assignments should be posted to the dropbox by Sunday night of the assigned week.

Quizzes and Exams

There will be three quizzes in the course. Each quiz will have multiple choice questions over the readings in your text. You will have 45 minutes to take each quiz. The final exam will include 50 questions; you will have 70 minutes to complete it.

  Course Outline

Click on each week to view details about the activities scheduled for that week.

Chapter 1
Discussion 1
Introduce yourself in the "Introductions" topic. Please give us more than your name. Include your profession, hobbies, interest in sports and entertainment marketing and/or marketing in general, and any other information that can help us get to know you, like family, pets, hobbies and past employment. Include pictures if you want. They can be pets, kids, or you! Post by midnight Wednesday. Be sure to respond to two others before the deadline for full credit.
Discussion 2

Chapter 1 gives background on the sports and entertainment industry. One of the concepts that your book relates is that of marketing myopia. It is said that a successful business needs to look at the business in which they engage in a broad way. For example, if Columbia College thought of their business as conducting class in classroom settings to traditional day students (18-22), they would have missed huge opportunities. Instead, they view themselves as being in the knowledge delivery business, conducting classes all over the United States, in the day and evening, online and offline, to all age groups. In the same vein, those in the sports and entertainment industry need to think of themselves not in the sports industry, but in the entertainment industry.

For this assignment, provide an example of a sports organization that suffers from marketing myopia and another sports organization that defines itself as entertainment. Please justify your choices. (For full credit for your post, each of you should have a different example of myopic and non-myopic.) Post by midnight Sunday.

Dropbox Assignment 1

Describe the marketing mix for one the following sports products and services:

  • Wilson Sporting Goods tennis equipment
  • Your favorite college football program
  • Local high school football program
  • Golf lessons at a local country club

Post by midnight Sunday.

Chapters 2-3
Discussion 3
Describe how changing demographic trends have led to the development of new sports leagues, the shifting of professional sports franchises, and/or new sports products. Provide 3 examples. Please make sure that your examples are different from what has already been posted. Post by midnight Wednesday.
Discussion 4
Let’s look at some of the secondary sources of research on that might be used by sports marketers. Access a website that specializes in research and read and report on one of the research studies. Possible websites for you to access information would be www.gallup.com; www.nua.com/surveys; the Statistical Abstract of the United States online; or any other site that specializes in research. What kinds of information do you find? What kind of businesses could use this information? How can this information be useful to marketers? In your discussion, please mention what you read and from what website, and some facts that you find interesting, amazing, or helpful. Please report on different studies. It will be necessary to find out what has already been posted. Post by midnight Sunday.
Quiz 1
Open book quiz covering chapters 1-3. There will be 33 questions, each worth 1 point. You will have 45 minutes to take this quiz. Access the quiz in the Quizzes section of the course website. Due by midnight Sunday.
Chapters 4-5
Discussion 5
Chapter 5 discusses the model of participant consumption behavior. Review the model’s main points and then apply it to your own life. Think about a time that you took part in a sports activity or event. Discuss the decisions that you faced and the steps that you went through using the model as a guide (pg 107-113). It might have been joining a sports team, a gym, or an exercise class. Post by midnight Wednesday.
Discussion 6
Watch 3 advertisements for any sporting goods on television. Briefly describe the advertisement and then suggest which core American value(s) are reflected in the theme of the advertisement. Post by midnight Sunday.
Dropbox Assignment 2
Using examples from your own experiences or those of others, explain culture and the sports socialization process. This should be a 2-4 page double-spaced paper. Be sure you understand those two concepts before beginning. Post by midnight Sunday.
Chapters 6-7
Discussion 7
How is the health and fitness industry segmented in general? Describe the segmentation, targets, and positioning of health and fitness clubs in your area. Post by midnight Wednesday.
Discussion 8
Go to a sporting goods store and locate three sports products that you believe exhibit high levels of product quality. What are the commonalities among these three products? How do these products rate on the dimensions of product quality described in chapter 7? Post by midnight Sunday.
Dropbox Assignment 3
In a 3-4 page paper, explain the guidelines for developing an effective brand name. Identify one sports team or event that has an effective brand name and one that doesn’t. Explain why you feel they are effective/ineffective. Discuss why brand loyalty is such an important concept for sports marketers to understand. Post by midnight Sunday.
Quiz 2
Open book quiz covering chapters 4-7. There will be 33 questions, each worth 1 point. You will have 45 minutes to take this quiz. Access the quiz in the Quizzes section of the course website. Due by midnight Sunday.
Chapters 8-9
Discussion 9
Find an example of a “new sports product.” Look at the critical success factors for new sports products and determine whether you think this new product will be successful based on the factors outlined in your textbook. Report your thoughts in your discussion post. (Each of you should have a different product.) Post by midnight Wednesday.
Discussion 10
Locate advertisements for three different sports products. Comment on which response in the hierarchy of effects you believe each advertisement is trying to elicit from its target market. Do you think this is the most effective approach for each ad? Post by midnight Sunday.
Dropbox Assignment 4
Search the Internet for an example of a new sports product that could be classified as a fad. Describe the product and why you think the product is a fad. Typically fads have very short product life cycles. Provide suggestions for extending its lifecycle. Post by midnight Sunday.
Chapters 10-11
Discussion 11
One of the biggest challenges for minor league teams and minor league sports is promoting their product. Minor league baseball teams are especially adept at promoting their teams using integrated marketing communications tactics that don’t necessarily cost a great deal of money. Other than traditional forms of advertising like radio and TV commercials, what are some innovative and creative ways that  minor league teams and “minor league” products can create “buzz” for their products without spending a great deal of money? Post by midnight Wednesday.
Discussion 12
Provide three examples of extremely good or effective match-ups between sporting events and their sponsors. In addition, suggest three examples of extremely poor or ineffective match-ups between sporting events and their sponsors. Explain your opinions. Post by midnight Sunday.
Dropbox Assignment 5
Attend a professional or collegiate sports event and describe all the forms of advertising you observe. In a 2-4 page paper discuss which forms you feel are particularly effective, which are not, and why. Post by midnight Sunday.
Quiz 3
Open book quiz covering chapters 8-11. There will be 34 questions, each worth 1 point. You will have 45 minutes to take this quiz. Access the quiz in the Quizzes section of the course website. Due by midnight Sunday.
Course Evaluation
Please evaluate the course. You will have an opportunity to evaluate the course near the end of the session. A link sent to your CougarMail will allow you to access the evaluation. Please note that these evaluations are provided so that I can improve the course, find out what students perceive to be its strengths and weaknesses, and in general assess the success of the course. Please do take the time to fill this out.
Chapter 12
Discussion 13
Interview the organizer of a local or neighborhood road race (e.g., 5K or 10K) and determine the costs of staging such an event. Categorize the costs as either fixed or variable. Assess the role of cost in the price of the entry fee for participants. Post by midnight Wednesday.
Discussion 14
How do consumer tastes impact pricing for sports enterprises? From your own experience relate how the consumer pricing evaluation process, consumer income, situational factors, availability of substitute products, and the crowd effect have influenced your purchase or non-purchase of a ticket to a sporting event. Post by midnight (CT) Sunday.
Dropbox Assignment 6
Discuss in detail the major advertising appeals used by sports marketers. Provide at least one example of each with an explanation of each type of advertising appeal. (Examples not covered in the book, please.) Post by midnight Sunday.

Chapter 13

Discussion 15

Describe three sports organizations that have a strong leader who communicates well outside the sports organization. What are the common characteristics of these leaders, and why do these leaders communicate effectively? Post by midnight Wednesday.

Final Exam

The Final Exam will be available from Wednesday through Saturday. There will be 50 questions, each worth 2 points. You will have 70 minutes to take this quiz. Due by midnight Saturday. No late submissions of the test.

  Course Policies

Student Conduct

All Columbia College students, whether enrolled in a land-based or online course, are responsible for behaving in a manner consistent with Columbia College's Student Conduct Code and Acceptable Use Policy. Students violating these policies will be referred to the office of Student Affairs and/or the office of Academic Affairs for possible disciplinary action. The Student Code of Conduct and the Computer Use Policy for students can be found in the Columbia College Student Handbook. The Handbook is available online; you can also obtain a copy by calling the Student Affairs office (Campus Life) at 573-875-7400. The teacher maintains the right to manage a positive learning environment, and all students must adhere to the conventions of online etiquette.


Your grade will be based in large part on the originality of your ideas and your written presentation of these ideas. Presenting the words, ideas, or expression of another in any form as your own is plagiarism. Students who fail to properly give credit for information contained in their written work (papers, journals, exams, etc.) are violating the intellectual property rights of the original author. For proper citation of the original authors, you should reference the appropriate publication manual for your degree program or course (APA, MLA, etc.). Violations are taken seriously in higher education and may result in a failing grade on the assignment, a grade of "F" for the course, or dismissal from the College.

Collaboration conducted between students without prior permission from the instructor is considered plagiarism and will be treated as such. Spouses and roommates taking the same course should be particularly careful.

All required papers may be submitted for textual similarity review to Turnitin.com for the detection of plagiarism. All submitted papers may be included in the Turnitin.com reference database for the purpose of detecting plagiarism. This service is subject to the Terms and Conditions of Use posted on the Turnitin.com site.


There will be no discrimination on the basis of sex, race, color, national origin, sexual orientation, religion, ideology, political affiliation, veteran status, age, physical handicap, or marital status.

Student Accessibility Resources

Students with documented disabilities who may need academic services for this course are required to register with the office of Student Accessibility Resources. Until the student has been cleared through this office, accommodations do not have to be granted. If you are a student who has a documented disability, it is important for you to read the entire syllabus as soon as possible. The structure or the content of the course may make an accommodation not feasible. Student Accessibility Resources is located in Student Affairs in AHSC 215 and can be reached by phone at (573) 875-7626 or email at sar@ccis.edu.

Online Participation

You are expected to read the assigned texts and participate in the discussions and other course activities each week. Assignments should be posted by the due dates stated on the grading schedule in your syllabus. If an emergency arises that prevents you from participating in class, please let your instructor know as soon as possible.

Attendance Policy

Attendance for a week will be counted as having submitted any assigned activity for which points are earned. Attendance for the week is based upon the date work is submitted. A class week is defined as the period of time between Monday and Sunday (except for week 8, when the work and the course will end on Saturday at midnight.) The course and system deadlines are based on the Central Time Zone.

Cougar Email

All students are provided a CougarMail account when they enroll in classes at Columbia College. You are responsible for monitoring email from that account for important messages from the College and from your instructor. You may forward your Cougar email account to another account; however, the College cannot be held responsible for breaches in security or service interruptions with other email providers.

Students should use email for private messages to the instructor and other students. The class discussions are for public messages so the class members can each see what others have to say about any given topic and respond.

Late Assignment Policy

An online class requires regular participation and a commitment to your instructor and your classmates to regularly engage in the reading, discussion and writing assignments. Although most of the online communication for this course is asynchronous, you must be able to commit to the schedule of work for the class for the next eight weeks. You must keep up with the schedule of reading and writing to successfully complete the class.

No late discussion posts will be accepted.

All late drop box assignments are worth only 50% of the original potential points possible. You have only one week to submit late work; after one-week the drop box assignment is worth zero points. No assignments are accepted after the course has closed.

Quizzes will not be reopened for students who failed to take the quiz on time.

Course Evaluation

You will have an opportunity to evaluate the course near the end of the session. A link will be sent to your CougarMail that will allow you to access the evaluation. Be assured that the evaluations are anonymous and that your instructor will not be able to see them until after final grades are submitted.

  Additional Resources

Orientation for New Students

This course is offered online, using course management software provided by Desire2Learn and Columbia College. The course user guide provides details about taking an online course at Columbia College. You may also want to visit the course demonstration to view a sample course before this one opens.

Technical Support

If you have problems accessing the course or posting your assignments, contact your instructor, the Columbia College Helpdesk, or the D2L Helpdesk for assistance. Contact information is also available within the online course environment.

Online Tutoring

Smarthinking is a free online tutoring service available to all Columbia College students. Smarthinking provides real-time online tutoring and homework help for Math, English, and Writing. Smarthinking also provides access to live tutorials in writing and math, as well as a full range of study resources, including writing manuals, sample problems, and study skills manuals. You can access the service from wherever you have a connection to the Internet. I encourage you to take advantage of this free service provided by the college.

Access Smarthinking through CougarTrack under Students -> Academics -> Academic Resources.