Sports Marketing Mgt 3205

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1 Sports Marketing Mgt 3205 Spring 2017 University of Lethbridge Faculty of Management Monday Wednesday 3:05pm to M1090

2 2 [SPORTS MARKETING MGT 3205] INSTRUCTOR OFFICE HOURS COURSE MATERIALS Required Textbook: Case Study Booklet: Readings on Moodle: Prof. Roberto Bello (403) M-TH 10:40 to 12:00, or by appointment Sport Marketing 4 th Edition Mullin, Hardy, Sutton Human Kinetics Sport Marketing Canadian Mini-Cases Nelson Publishing Canadian Sport Industry Canadian Sport Laws PREREQUISITES/ CO-REQUISITES/EQUIVALENTS 15 university-level courses (a minimum of 45.0 credit hours) OVERVIEW OF COURSE CONTENT, FOCUS AND APPROACH The purpose of this course is to introduce an overview of various aspects of sport marketing and the application of basic principles of sport marketing with emphasis on university athletics, professional sport and multi-sport club operations. This course will provide students with an up- to-date understanding of marketing concepts as they are currently being applied in various sport management contexts. COURSE LEARNING OBJECTIVES After successfully completing the course, students will be able to: a. Define sport marketing and discuss the nature and scope of opportunities in the sport industry; b. Introduce, define, and apply key marketing concepts and their application to the sport industry; c. Exhibit critical professional skills and attitudes; d. Critically evaluate major challenges confronting various segments of the industry; and e. Explain the relevance of ethical, legal, and sociological concepts to the management of sport.

3 [SPORTS MARKETING MGT 3205] 3 METHOD OF ASSESSMENT ASSIGNMENT RELATIVE DUE DATE Topics WEIGHT Individual Performance: Exam 1 13 Jan 23 Feb 3 Ch1 Ch5 Exam 2 13 Mar 6 Mar 17 Ch6 Ch10 Exam 3 13 Mar 27 Apr 7 Ch11, 12, 15 + Law Journal Article Review 5 Feb Class Time Optional Small Teams: Portfolio Report 13 Complete by Apr 3 In-class Cases 13 See Outline Large Teams: Marketing Plan 35 Mar Class Time Total 100% PERFORMANCE ASSESSMENTS 1. Exams All exams will be taken at the testing centre. Exams will cover a range of chapters as indicated above. A mix of multiple choice and true/false questions will be randomly drawn from a test bank. You have a set period of time to take the exam; pass this time there will be not other opportunity to retake the exams. 2. Portfolio Report Class will be divided into groups of 2-3 students. Each group will prepare all activities listed below. Your Professor will randomly choose a team every class a Portfolio activity is due. The selected team will make a brief 5-minute oral presentation including a 3-minute Q&A based on the activity that is due. The purpose of this assignment is to connect students awareness of news and issues relevant to sport marketing with the theory reviewed in class. Oral presentations should 1) summarize the activity, 2) explain your findings and the relationship between the selected activity and the class topic that is related to, and 3) assess how or whether the information would be useful to sport marketing professionals. All teams will be expected to have done the activity of the day. On April 3 rd all teams will submit a complete portfolio with 1-2 pages summary per activity. For layout details see below. 3. Mini-Cases: During the semester will be reviewing and analyzing different cases. Each mini-cases session has been scheduled and all students are mandated to attend. You will be in your group of 2-3 students (same team as Portfolio Report); your Professor will assign a case per team (that you have read before) with specific questions. You will work as team and develop your answers to each question. At the end of the session every team will prepare a poster with their case analysis and answers to be presented in-class for discussion. 4. Journal Article Review (Optional) This individual assignment is divided into two parts. The first part is a brief summary of the article (about 1 2 pages long). Article summary must include a brief

4 4 [SPORTS MARKETING MGT 3205] overview of the article, unique aspect of the research, methods, research participants, results, discussions and future implications along with your thoughts/reactions to the topic. The second part the review is a critique (minimum 2 pages long) of your selected article based on your opinion about the topic. Please provide sufficient rationale and logic of the topics with supporting materials (i.e., other journal articles) in the critique section. Students must upload it on Moodle no later than Feb 13 (class time). Academic articles DO NOT include Sports Illustrated, ESPN magazine or such. Some examples of academic journals may include, but are not limited to: Journal of Sport Management, Sport Management Review, Sports Marketing Quarterly, European Sport management Quarterly, International Journal of Sports Marketing and Sponsorship, International Journal of Sport Management and Marketing, Journal of Sport and Tourism, International Journal of Sport Management, etc. 5. Marketing Plan: A group of 5 will pick a local sport organization, review their current marketing strategy and propose a new marketing campaign. Additional information on the project will be provided during the semester. The purpose of this assignment is to provide you with an opportunity to learn the basic steps and details involved in the marketing of a sport product/service. This assignment includes (1) a 15-minute oral presentation and (2) a 20-page written report. The marketing plan should enable a sport organization to establish objectives, priorities, schedules, budgets, and strategies. Identifying your target market is particularly important. Students should reflect the lectures and course materials on the marketing plan. Students must submit their written report to Moodle by Mar 29 th. Each group will give a 15-minute presentation concerning the main points of their marketing plan. You are requested to prepare appropriate PowerPoint slides to facilitate a concise and cogent presentation. All group members must attend the assigned presentation day(s) if they want to receive any credit for their own presentation. Failure to have your presentation ready will result in 20% deduction from your marketing plan grade. *** ANY MISSED GROUP PROJECT WILL BE GRADE (F). THERE ARE NO EXTENSIONS FOR ANY ASSIGNMENT*** PORTFOLIO ACTIVITIES: Chapter 1: Define marketing myopia; provide three examples in the sport industry Chapter 2: Select a sport organization and develop various marketing goals or objectives that this organization might have, such as sell more tickets, improve brand awareness, improve community relations, and so on. Develop strategies and tactics that would address those specific goals. Chapter 3: Discuss personal consumer and participation behaviors. Based on the last time you chose to attend a sporting event or participate in a sport activity. Go through your decision- making process for that event or activity and discuss where a sport marketer might have been able to influence the decision-making process. Be sure to talk about the influence of both environmental and individual factors that may have influenced the process.

5 [SPORTS MARKETING MGT 3205] 5 Chapter 4: Using Pronghorns Athletics as an organization, develop a fan survey to be administered to spectators attending a sport event. Discuss elements of survey design including goals and objectives, phrasing, length, appearance, and generalizability of results. Chapter 5: List all the reasons why someone might join a health club or attend a minor league hockey game. Develop a marketing strategy that the club or team might use to reach other people who might have the same motivations. Chapter 6: Fans are a key part of the core sport product. Develop a set of policies and plans for ensuring that our Pronghorn fans or consumers will be a source of positive energy and not vulgar profanity or complaints. Explain how you will train and use stadium staff, coaches, and players in this effort. Chapter 7: What are the brand associations for Pronghorns athletics program? Construct questions to ask friends outside of class about what thoughts come to mind when they think of the Pronghorns athletics teams (or one team in particular). Prepare a list of thoughts to share in class. After compiling a master list, discuss the positive and negative associations and their effect on the athletics department Chapter 8: Imagine you have been hired as the director of marketing for a minor league baseball team. As you begin the position, you realize that the team had virtually no records of past ticket buyers other than a list of last year s season-ticket purchasers. Develop five ways to build the team s prospect database in the off-season. Chapter 9: Nike is referred to as a company involved in ambush marketing. Explain ambush marketing and provide an example, other than Nike, of a company involved in such activities. Chapter 10: Identify five athletes who you believe could become effective endorsers. Select a product for each and explain why that person would be an effective endorser for that product. Chapter 11: Read sport-related media outlets and trade publications and identify an example of a fully integrated PR placement that includes sponsors, marketing partners, or community relations or philanthropic storylines. Evaluate the piece and the way in which the marketing, sponsor, or charitable elements are presented. Chapter 12: Find five examples of athletes, teams, and sport organizations that have gotten themselves into hot water by posting controversial or inappropriate items on social media. Discuss the implications on the athlete s personal brand and on the teams, organizations, or sponsors associated with the offending poster. Law Class: Watch or attend a major sporting event and identify all aspects of the event that could be protected using the various intellectual property laws discussed in the chapter. How would you use these laws to create a comprehensive plan for protecting the event s intellectual property? Discuss who owns each type of intellectual property that you have identified. PORTFOLIO DESIGN: Put your portfolio together neatly. You don t need to do anything fancy, but you should put your work together in an organized and clear manner, perhaps in a folder with pockets. Include title pages per assignment. Use pockets to add any extra material (cut-outs, pictures, screen-images, etc.). Neatness and organization are what you should aim for here.

6 6 [SPORTS MARKETING MGT 3205] GRADING SCHEME Percent Mark Letter Grade Percent Mark Letter Grade Percent Mark Letter Grade A A A B B B C C C D D 49-0 F COURSE POLICIES 1. Prerequisites. It is your responsibility to check the pre-requisites and/or co-requisites for courses before you register for classes. If you register in a course for which you do not have the prerequisites and have not received prior permission from your academic advisor, you can be deregistered. You will not receive a tuition refund if you are dropped from a course after the add/drop date. 2. Final Examinations. You must obtain the Dean s approval if you are unable to write your final examination. Note that permission will only be granted under extenuating circumstances and will require that you submit documentation in support of your request. Note that your holidays, the purchase of non-refundable airline tickets, or traffic are not legitimate reasons for missing an exam. Failing to obtain the Dean s approval to write a final exam will result in a failing grade (F) 3. Conduct of Examinations: I may articulate regulations for late entry to and early exit from the examination room. I may also prescribe or restrict materials that you can use during the exam. You are not allowed to bring in material aids including such items as: mobile phones, computers, or other digital devices, into the examination site without my approval. Please see additional examination policies specified in Part 4, Section 8 in the 201/2016 University Calendar. 4. Student Conduct: The Calendar contains policies pertaining to academic and non-academic misconduct (refer to Part 4, Sections 4 and 5 of the University Calendar). It is your responsibility to become familiar with these policies. 5. Academic Dishonesty and Plagiarism: Any form of academic dishonesty (including but not limited to cheating, plagiarism, and misrepresentation) will not be tolerated. Any student guilty of academic dishonesty will receive a failing grade (F) for the course, and written documentation will be placed in their University files. This will be strictly enforced. CLASSROOM EXPECTATIONS Attendance is essential to success in this course. Students will be expected to be prepared for class, mindful of those who are speaking or presenting, and ready to engage both the instructor and other classmates with relevant questions and comments. Attendance is also required for in-class cases study, as certain activities will require frequent group meetings, efficient division of labour among group

7 [SPORTS MARKETING MGT 3205] 7 members, and group management. I will be fair to all students, be accessible, supportive, and provide early feedback. Students are welcome to use electronic devices during class that enhance their performance. However, the use of these resources must be appropriate for an academic setting. Appropriate Use of Technology: Tape Recordings of Lectures or Discussions Note Taking on Laptops or Ipads Use of Smartphones to Calendar Events/Assignments Use of Devices to Complete Quick Google Searches for Pertinent Information. If students engage in the inappropriate use of electronics within the class, then their right to use these devices in the future will be removed. Inappropriate Use of Technology Within the Classroom: Texting Your Friends or Reading Texts While in Class Sending or Reading Personal s Surfing the Net for Non-Class Purposes. For example: Checking in with Facebook or other Social Media, Shopping Online During Class, Reading Online Information not Connected to the Class Materials and Topics, or Paying Your Bills or Checking Financial Accounts. LIBERAL EDUCATION & HOW IT APPLIES TO THIS COURSE Liberal education has been a community tradition at the University of Lethbridge since its founding. Our principle of Liberal Education is based on four pillars: encouraging breadth of knowledge; facilitating connections across disciplines; developing critical thinking skills so that our graduates can adapt to ever-changing employment and social conditions; and emphasizing engaged citizenship in our communities at all levels from the local to the global. We help students become creative explorers and innovative critical thinkers, leaders who can navigate through complex global issues and who use the breadth, connections and skills developed here to make our world a better place for all. This course will address the Liberal Education pillars, in the following ways: Sport Marketing offers a perspective of Marketing that is not addressed in any of the other courses for the Marketing major; Sport Marketing is a course that encourages students to connect and integrate knowledge across disciplines, for instance requiring a high level of team management and communication skills; Sport Marketing relies heavily upon, and works to refine and enhance critical thinking and problem solving skills; and Sport Marketing also focuses on the need for good citizenship in the field of Marketing, particularly that of sport management.

8 8 [SPORTS MARKETING MGT 3205] TESTING CENTRE Hours of Operation: Monday Thursday 9:00 a.m. to 9:00 p.m. Friday -- Sunday (& Holidays) 9:00 a.m. to 5:00 p.m. Instructions: a. Do not wait until the last scheduled day that an exam is available to write it. It is your responsibility to complete the exam in a timely fashion. If there are 120 students in a course and they all wait until the last morning to write an exam, there will not be enough time, or possibly room, for everyone to complete the test before the deadline. b. Test your login access to your course(s) several days before your first quiz or exam to ensure that your account is working properly. Students will not be permitted to write exams in the testing centre without proper photo identification c. Ensure you know where the testing centre is located (University Hall, B7 labs) and have visited the room before your first quiz or exam. d. When you are ready to take an exam, make sure you bring your student ID card, or driver's license; as either one is required to confirm your identity. To gain access to a test, your name must be on the official class list of your course. e. Go to the sign-in desk (just inside the door to the B7 labs) and complete a sign-in form. f. Take this form to the Proctor station. Show both the completed form and your Student ID to the proctor. g. Leave your possessions on the table just outside of the test centre. You will only be allowed to take in a pencil pen and the sign-in sheet you have been given. This sheet will be your scrap paper, and if you need it the proctor will provide additional scrap paper. Sign-in sheets and any scrap paper used must be left at the proctor desk before you leave the centre. In certain cases, instructors may allow you to take other items into the exam. Your instructor will inform you of this ahead of time. h. The proctor will give the sheet and your ID back to you, and direct you to the entrance (door) to the test centre. i. Wait at the door for the invigilator. They will assign you to a computer and have you log into your exam. j. Once you have completed your exam, you must leave the sign-in sheet with the invigilator before you leave the test centre. Some quizzes or exams may have a time limit in which you need to complete them. As soon as you begin an exam a timer will start. Make sure that you submit your quiz or exam before the time expires. k. The act of cheating is a very serious academic offence and is treated by the invigilators as such. Invigilators will watch for any signs of communication between students, and any other forms of cheating. These will be noted and the instructor of the course will be informed. Fellow students may also inform the invigilators of any cheating or suspicious behaviour they notice in the Testing Centre. University of Lethbridge policies regarding academic offences are described in Part 4 of the University Calendar.

9 [SPORTS MARKETING MGT 3205] 9 CLASS SCHEDULE ** The instructor reserves the right to make changes to the syllabus and outline as the class progresses and circumstances arise. Students will be given advanced notice of any changes. ** DATE TOPIC COURSEWORK DUE DATES 1 Jan 9 Introduction 2 Jan 11 Chapter 1: Overview of Sport Industry The Canadian Sport Industry Reading 3 Jan 16 In-Class Cases: Athletes CAN and Sport Marketing & M&M Meat Shops and Canadian Curling 4 Jan 18 Chapter 2: Strategic Marketing Management Portfolio Report on Ch1 5 Jan 23 Chapter 3: Understanding the Sport Consumer Portfolio Report on Ch2 6 Jan 25 Chapter 4: Market Research in the Sport Industry Portfolio Report on Ch3 7 Jan 30 In-Class Cases: : Citizens and Netizens? & Casino Nova Scotia Nokia Brier 8 Feb 1 Chapter 5: Market Segmentation Portfolio Report on Ch4 9 Feb 6 Chapter 6: The Sport Product Portfolio Report on Ch5 10 Feb 8 In-Class Cases: Paralympics Ontario & 2005 Mount Everest Expedition 11 Feb 13 Chapter 7: Managing Sport Brands In-Class Cases: Montreal Alouettes Rebuilding the Brand Journal Article Review Due (Optional) 12 Feb 15 Chapter 8: Sales and Service Portfolio Report on Ch6 13 Feb 27 Chapter 8: Sales and Service II Portfolio Report on Ch7 14 Mar 1 Chapter 9: Sponsorship, Corporate Partnerships, and the Role of Activation Portfolio Report on Ch8 15 Mar 6 In-Class Cases: Sponsorship in the Trenches; Rouge et Or Football; Direct Energy

10 10 [SPORTS MARKETING MGT 3205] DATE TOPIC COURSEWORK DUE DATES 16 Mar 8 Chapter 10: Promotion and Paid Media Portfolio Report on Ch9 17 Mar 13 Chapter 10: Promotion and Paid Media II Portfolio Report on Ch10 18 Mar 15 Chapter 12: Social Media in Sport 19 Mar 20 Chapter 11: Public Relations Portfolio Report on Ch12 20 Mar 22 In-Class Cases: TELUS Corporation and 2001 World Athletics; Ambush Marketing and the Olympic Brand & The Sudbury Wolves Hockey Club 21 Mar 27 Canadian Law Reading. Case: World Anti-Doping Agency & Mélanie Turgeon and RONA 22 Mar 29 Chapter 15: Putting it All Together. Case: Marketing Strategy Implementation and the Toronto Blue Jays Scouting Department Portfolio Report on Ch11 Portfolio Report on Law Marketing Plan Due 23 Apr 3 Marketing Plan Presentations Complete Portfolio Due 24 Apr 5 Marketing Plan Presentations

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