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Online classes

Effective: Early Spring 8-Week 2017/2018

MKTG 480: Sports And Event Marketing

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

Syllabus Contents



  • Shank, M. D., & Lyberger, M. R. (2015). Sports Marketing: A Strategic Perspective (5th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
    • [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

Course Overview

This course focuses on the promotions, public relations, and advertising and other marketing functions involved in the multi-billion dollar sports industry. The course provides research, case analysis, and other opportunities to learn of the effective principles, theories, practices and methods involved with all aspects of sports communication. The course will have a broad overview of sports marketing techniques. It will focus on the basic fundamentals of sports marketing as well as marketing with regards to college and amateur sports, professional sports, and legal issues of sports marketing.        

Throughout the course, we will become familiar with marketing techniques that sports teams use. Ideas such as promotion, public relations, advertising, and sponsorship will be explored in this course. We will use case studies to learn techniques used with sports marketing. Case studies demonstrate innovative strategies to sports marketing and diverse events. Furthermore, through discussion topics, we will focus on reinforcing topics presented in the class as well as current event topics in sports. You will be asked to use the internet and publications to find topics about current events in sport marketing.

Throughout this course, you will be challenged to think outside the box to increase your knowledge of sports and marketing. You will also get a better understanding of career options with sports marketing. You will learn from class readings, studying current trends and issues in the industry, as well as online learning. Through this course, you will gain a realistic perspective of the sports marketing industry. This course applies the knowledge, examples, and opportunities of marketing theory to the complex and dynamic industry of sport and events. The course content draws from foundations of services and marketing concepts and practices.

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 540-600 90-100%
B 480-539 80-89%
C 420-479 70-79%
D 360-419 60-69%
F 0-359 0-59%
Grade Weights
Assignment Category Points Percent
Discussions (15) 150 25%
Papers (4) 200 33%
Quizzes (3) 150 25%
Final Exam 100 17%
Total 600 100%

Schedule of Due Dates

Week 1
Assignment Points Due
Introduction Discussion -- Wednesday
Discussion 1 10 Wednesday/Sunday
Discussion 2 10
Paper 1 50 Sunday
Week 2
Assignment Points Due
Discussion 3 10 Wednesday/Sunday
Discussion 4 10
Quiz 1 50 Sunday
Week 3
Assignment Points Due
Discussion 5 10 Wednesday/Sunday
Discussion 6 10
Paper 2 50 Sunday
Week 4
Assignment Points Due
Discussion 7 10 Wednesday/Sunday
Discussion 8 10
Quiz 2 50 Sunday
Week 5
Assignment Points Due
Discussion 10 10 Wednesday/Sunday
Discussion 9 10
Paper 3 50 Sunday
Week 6
Assignment Points Due
Discussion 11 10 Wednesday/Sunday
Discussion 12 10
Quiz 3 50 Sunday
Week 7
Assignment Points Due
Discussion 13 10 Wednesday/Sunday
Discussion 14 10
Paper 4 50 Sunday
Week 8
Assignment Points Due
Discussion 15 10 Wednesday/Saturday
Final Exam 100 Saturday
Total Points 600

Assignment Overview


There is a non-graded Introduction Discussion due Wednesday (by 11:59 pm CT) of Week 1. Besides the Introduction Discussion, there are fifteen (15) discussions for all eight weeks worth 10 points each (150 points total). Each week you have to post an answer to the assigned discussion question, and post two (2) responses to other students’ postings in the appropriate forum found in the Discussions area of the course room. Initial postings should be completed by 11:59 pm CT Wednesday of the assigned week. The two additional posts are due by Sunday at 11:59 pm CT, except for Week 8, when it is due 11:59 pm CT, Saturday.

You must post original thoughts before reading the posts of your classmates. All original posts should be 2-3 paragraphs in length or approximately 500 words. Each response post should be approximately 1 paragraph in length or approximately 50-75 words, with substance. Each original post is worth 4 points. Two additional responses are worth 3 points each. Combined, the original post and responses make each discussion worth up to 10 points. The postings need to be detailed, substantive, and carry the conversation further. Each of your posts (original posts & replies) must demonstrate your understanding of the topic.

Connections between lecture content, textbook content, and discussion should be exhibited. Relate new information with material previously covered in the class as well as with personal experience. You must cite your sources, using APA style. You are expected to, write professionally, acknowledging and citing the experts who have contributed to research, theory, and applications in the field. You must also provide a list of references in APA style at the end of your posts. This is a professional requirement which adds credibility to your work and provides other readers with a list of references. Aside from this, you are NOT expected to use APA formatting (double spacing, paragraph indentations, etc.) in the discussion board.

Dropbox Assignments

There are four papers in this course, due Sundays (11:59 pm CT) of Weeks 1, 3, 5, and 7. Each paper is worth 50 points (200 points total), amounting to 33% of your final grade. Each paper will be graded on the basis of analytical and critical thinking skills, completeness, correct spelling, correct formatting and citations and neatness and organization. The papers must be submitted to the appropriate Dropbox folder in the D2L. Requirements for each paper include:

  • Double spacing
  • 12 pt. font, normal margins
  • 2-4 pages
  • APA format (citations, reference page with hanging indent)

Statements in quotations, graphs, footnotes, charts, and citations do not count toward fulfillment of assignment objectives. The papers must contain original thought, interpretation, and analysis.


You will have three quizzes to take in this course due in Weeks 2, 4, and 6. Each quiz will have 25 multiple-choice questions. The quizzes are 50 points each, comprising 25% of your grade in the course. The quizzes will open at 12:00 am CT on Wednesday of the week they are due and close at 11:59 pm CT on Sunday of the assigned week. You will have 35 minutes to complete each quiz in one attempt. Quizzes will automatically close at 11:59 pm CT on Sunday, so you must ensure to begin it with enough time to be able to complete it by then. The quizzes are auto-graded. You can view the questions answered incorrectly for 10 minutes after the quiz is submitted. You will not be able to see the answers.

Final Exam

The Final Exam is worth 100 points and comprises 17% of your grade in the course. This exam is non-proctored, and has 50 multiple choice questions from the materials covered in weeks 1 to 8. You have one hour fifteen minutes (75 minutes) to complete the exam in one attempt. It will open at 12:01 am CT, Wednesday and close by 11:59 pm CT, Saturday of Week 8. Ensure that you begin it with enough time to be able to complete it by then. The Final Exam is auto-graded. You can view the questions answered incorrectly for 10 minutes after the exam is submitted. You will not be able to see the answers.

Course Outline

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

Week 1: Introduction to Sports Marketing and the Strategic Sports Marketing Process
Introduction Discussion

Introduce yourself and give us more than just your name.  Include your profession, hobbies, interests, and any other information that can help us get to know you better.

Discussion 1

There are few things in the world as widely loved as sports. Consider the number of people who watch the Super Bowl or who attend national sports events. From fanatics to casual viewers, sports capture the attention of more people than almost any other type of event. Marketers understand the popularity of sports and have made them a centerpiece of marketing campaigns for years. As the popularity of national sports has grown, the field of sports marketing has grown with it. Sports marketing is a type of marketing which focuses on the promotion of sports events and teams as well as the promotion of other products and services through sporting events and sports teams. It is a service in which the element promoted can be a physical product or a brand name.

What are the basic elements of the sports marketing mix? When is the best time to promote? Is there seasonality in the market? Are there any wider environmental issues that suggest or dictate the timing of your market launch or subsequent promotions?

Discussion 2

Discuss the strategic marketing process and comment on how it is related to the external and internal contingencies. How does this connect to American values and why are they important to sports marketers?

Paper 1

In this paper, analyze the changing demographics and trends in sports marketing. Research the trends and describe how changing demographic trends have led to the development of new sports leagues, the shifting of professional sports franchises, and new sports products. Describe how changing demographic trends have led to the development of new sports leagues, the shifting of professional sports franchises, and new sports products.  Provide three specific examples of each of the following:

  • Three new sports leagues
  • Three sports franchises that have relocated
  • Three new sports products.

Sports Marketing: A Strategic Perspective

  • Chapter 1
  • Chapter 2
Week 2: Understanding Sports Consumers
Discussion 3

What are the trends you're seeing today in corporate marketing when it comes to college and pro sports?

Let's look at some of the secondary sources of research that might be used by sports marketers. Access a website that specializes in research and read and report on one of the research studies of interest to sport or event marketers. Possible websites for you to access information would be:

  •  (The Statistical Abstract of the United States online or any other site that specializes in research)

What kinds of information did you find? What kind of businesses could use this information? How can this information be useful to marketers?

Discussion 4

Outline the steps in the decision-making process for sports participation. What are the three levels in which the consumer makes decisions in Sports Marketing? How do the steps in the decision-making process differ for routine decisions versus extensive decisions?

Quiz 1

You will have 25 multiple-choice questions from chapters 1-4 for Quiz 1. You can attempt the quiz only once. The quiz is worth 50 points, and you have 35 minutes to complete it. The quiz is auto-graded. It will be available from 12:01 am CT, Wednesday and will close at 11:59 pm CT, Sunday of Week 2.


Sports Marketing: A Strategic Perspective

  • Chapter 3
  • Chapter 4
Week 3: Understanding Spectators as Consumers
Discussion 5

Discuss 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. Discuss the decisions that you faced and the steps that you went through. It might have been joining a sports team, a gym, or an exercise class. Include a brief outline of your expectations.

Discussion 6

Explain the relationship among the eight basic fan motivation factors and other factors that influence game attendance (i.e. game attractiveness, economic factors, competitive factors, demographics factors, stadium factors, value to the community, sports involvement, and fan identification).

Paper 2

In the text, there are five differences listed between sport spectators and participants. List at least two of the differences between spectators and participants. What is the true relation between participants and spectators? Is there even a relationship? Discuss your findings.


Sports Marketing: A Strategic Perspective

  • Chapter 5
Week 4: Introduction to Segmentation, Targeting and Positioning
Discussion 7

How is the health and fitness industry segmented in general? Describe the segmentation, targets and position of health and fitness clubs in your area.

Discussion 8

Chapter 6 focuses on the critical market selection decisions, referred to as segmentation, targeting and position. Segmentation is identifying consumers with common needs.

Discuss the various ways to segment the sports market based on demographics. Which of the demographic bases are the most effective when segmenting the sports market and why?

Quiz 2

You will have 25 multiple-choice questions from chapters 5 & 6 for Quiz 2. You can attempt the quiz only once. The quiz is worth 50 points and you have 35 minutes to complete it. The quiz is auto-graded. It will be available from 12:01 am CT, Wednesday and will close at 11:59 pm CT, Sunday of Week 4.


Sports Marketing: A Strategic Perspective

  • Chapter 6
Week 5: Understanding Sports Marketing Products and How to Manage Sports Products
Discussion 10

As a new product reaches commercialization, it moves through a series of four stages known as the product life cycle (PLC).

Describe the product life cycle concept. Why is the product life cycle so critical to sports marketers? What is it used for? How can the product life cycle be extended? Why are there sometimes variations in the shape of the traditional product life cycle?

Discussion 9

Describe branding. What are the guidelines for developing an effective brand name? Why is brand loyalty such an important concept for sports marketers to understand?

Paper 3

Think of some sports products to which consumers demonstrate high degrees of brand loyalty. What are these products and why do you think loyalty is so high? Give your suggestions for measuring brand loyalty.


Sports Marketing: A Strategic Perspective

  • Chapter 7
  • Chapter 8
Week 6: Understanding the Promotion Mix Elements and Concepts

Sports Marketing: A Strategic Perspective

  • Chapter 9
  • Chapter 10
Discussion 11

Promotional planning is one of the most important elements of the sports marketing mix.

What are the basic steps in promotion planning and what is the fundamental difference between a push and a pull strategy?

Discussion 12

Chapter 10 focuses on gaining a better understanding of the various promotional mix elements.

Develop a creative advertising strategy to increase participation in Little League Baseball. Consider your target market, marketing tools, the marketing mix and promotion mix. What are some ways you could increase participation?

Quiz 3

You will have 25 multiple-choice questions from chapters 7-10 for Quiz 3. You can attempt the quiz only once. The quiz is worth 50 points and you have 35 minutes to complete it. The quiz is auto-graded. It will be available from 12:01 am CT, Wednesday and will close at 11:59 pm CT, Sunday of Week 6.

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.
Week 7: Understanding Sponsorship Programs and Pricing Concepts
Discussion 13

Do you think sports sponsorships are successful in reaching a specific target market? Why or why not?

Discussion 14

The pricing of sports products is becoming an increasingly important element of the sports marketing mix.

How do advances in technology influence pricing? How does the economy influence pricing decisions?

Paper 4

The first stage in designing a sponsorship program is to carefully consider the sponsorship objective. This should include awareness, increasing sales and reaching new target markets. Design a proposed sponsorship plan for a local youth athletic association. Considering the overall objectives, what could you do to beat out the competition in having your proposal chosen?


Sports Marketing: A Strategic Perspective

  • Chapter 11
  • Chapter 12
Week 8: How Do We Best Implement and Control the Strategic Sports Marketing Process?
Discussion 15

What are the marketing-specific core competencies of the sports marketing manager? How do these competencies connect with TQM?

Final Exam

The Final Exam is worth 100 points and comprises 17% of your grade in the course. This exam is non-proctored, and has 50 multiple choice questions from the materials covered in weeks 1 to 8.

You have one hour fifteen minutes (75 minutes) to complete the exam in one attempt. It will open at 12:01 am CT, Wednesday and close by 11:59 pm CT, Saturday of Week 8. Ensure that you begin it with enough time to be able to complete it by then. The Final Exam is auto-graded. You can view the questions answered incorrectly for 10 minutes after the exam is submitted. You will not be able to see the answers.


Sports Marketing: A Strategic Perspective

  • Chapter 13

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

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.

Late discussions are not accepted once the week is over. Assignments are late if they are not posted by 11:59 pm CT of the day they are due. Late assignments receive a 10% deduction for each day they are late. Assignments more than four days late will not be accepted. To ensure the timely receipt of your assignments, be sure to use the Dropbox area in your course. Do not email them to me. Technological issues are not valid reasons for submitting late work. You must contact me prior to the due date to discuss rare and isolated circumstances that might result in an assignment being late. Except in cases of actual error, final grades are permanent. During the final week of class all work must be submitted by the last day at 11:59 pm CT. Late work is not accepted for the final week.

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.


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