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Master Syllabus

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Administrative Unit: Business Administration Department
Course Prefix and Number: MKTG 480
Course Title: Sports and Event Marketing
Number of:
Credit Hours 3
Lecture Hours 3
Lab Hours 0
Catalog Description:

Examination of the role of marketing in analyzing, planning, implementing and controlling the marketing programs of a sports enterprise. Prerequisite: MKTG 310

Prerequisite(s) / Corequisite(s): MKTG 310.
Course Rotation for Day Program: Offered Fall.
Text(s): Most current editions of the following:

Sports Marketing: The View of Industry Experts
By Bruton (Jones & Bartlett Learning)
Sports Marketing
By Fetchko, Roy & Clow (Pearson)
Sports Marketing: A Strategic Perspective
By Shank & Lyberger (Routledge)
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.
Major Topics/Skills to be Covered:
  • Introduction to sports marketing
  • The strategic planning process and how it relates to sports and event marketing
    • Understanding environmental factors
    • Understanding the consumer
    • Segmenting, targeting and positioning
    • Product strategies
    • Distribution/Place strategies
    • Integrated marketing communication strategies
    • Implementing and controlling the marketing process.

Recommended maximum class size for this course: 30

Library Resources:

Online databases are available at the Columbia College Stafford Library.  You may access them using your CougarTrack login and password when prompted.

Prepared by: Brandi Herrman Date: January 25, 2016
NOTE: The intention of this master course syllabus is to provide an outline of the contents of this course, as specified by the faculty of Columbia College, regardless of who teaches the course, when it is taught, or where it is taught. Faculty members teaching this course for Columbia College are expected to facilitate learning pursuant to the course learning outcomes and cover the subjects listed in the Major Topics/Skills to be Covered section. However, instructors are also encouraged to cover additional topics of interest so long as those topics are relevant to the course's subject. The master syllabus is, therefore, prescriptive in nature but also allows for a diversity of individual approaches to course material.

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