Business Administration

Transcription

1 Business Administration Course Outline COURSE NUMBER: BUAD 334 COURSE TITLE: SPORTS AND EVENT MARKETING CREDITS: 3 CALENDAR DESCRIPTION: This course includes an intensive examination of the marketing plan as it pertains to marketing of sports and events. It explores the characteristics of consumer behaviour in terms of spectators and participants. The contribution and importance of sponsorship exchanges to the traditional marketing mix is the focus of the course. SEMESTER & YEAR: Winter 2008 PREREQUISITE: CO-REQUISITE: PREREQUISITE TO: FINAL EXAM: BUAD 116 and minimum 3 rd year standing None None Yes HOURS PER WEEK: 3 GRADUATION REQUIREMENT: SUBSTITUTABLE COURSES: TRANSFER CREDIT: SPECIAL NOTES: Students with credit for BUAD 338 will require permission of the department before taking this course. DEVELOPMENT DATE: May 2006 REVISION DATE: May 2007 DEPARTMENT CHAIR S SIGNATURE:

2 PROFESSOR: Sheilagh Seaton (250) #3212 Penticton Office: PE011 Note: Use WebCT for course related matters do not use MyOkanagan. COURSE DESCRIPTION: This course includes an intensive examination of the marketing plan as it pertains to marketing sports and events. The integration of a sponsorship plan in the marketing process is also considered. Topics include distinguishing between event marketing, sponsorship and traditional consumer goods and services marketing, environmental considerations specific to marketing sports and events, consumers behaviour as it pertains to spectators and participants, positioning strategies, the sport and event product, IMC, distribution, pricing, and methods of evaluating sports and event marketing programs. COURSE OBJECTIVES: 1. To gain an understanding of the unique features of sports and events as they pertain to the marketing process. 2. To identify the distinguishing characteristics of sports and event consumer behaviour. 3. To appreciate the complexity of sponsorship exchanges. 4. To gain an understanding of the importance of sponsorship as a component of the marketing process. 5. To apply these concepts in the development of a comprehensive marketing plan. REQUIRED TEXTS: A comprehensive marketing textbook is required for this course. The topics covered in the textbook should consist of the key components of a marketing plan including: environmental scanning, consumer behaviour, targeting, positioning, product, price, distribution, IMC and evaluation methods. The following textbook is recommended: Mullin, Hardy & Sutton, Sport Marketing 3 rd ed., Human Kinetics, Windsor ON (2007)

3 EVALUATION PROCEDURE: Team Project...45% Assignments...10% Participation...10% Final Exam...35% Total...100% Course Grade Elements: 1 st Class A A A nd Class B B B Pass C C C Marginal Pass D Failure F ) Team Project (45%) There will be two project submissions throughout the semester. The topics covered and marks awarded for each submission are as follows: Part A Project Description, Situation Analysis, Positioning Strategy and Product Description (15%) Part B IMC and Sponsorship Plan, Distribution, Pricing and Evaluation (15%) Project Revisions (5%) Your team will be required to present your completed marketing plan (10%) Team Project Topic Selection: Select an event that your team will study throughout the semester. You will need to approach the event organizing committee (your client) with a consent form asking them to assist you in completing this project. The event can be an existing event or a new event. The event should be local or regional and may have a sport, culture, arts or philanthropic focus. You may choose a forprofit, not-for-profit or fundraising event, and you must include sponsorship as part of your marketing strategy. 2) Assignment (10%) There will be two applied case study assignments. 3) Participation (10%) Students will be asked to complete and present key concepts. 4) Final Exam (35%) The final exam is cumulative and covers all topics discussed throughout the course. You must pass the final exam to pass the course Class Structure 1. Students are required to hand in key concepts for each topic studied at the beginning of each class. These key concepts should be a maximum of one typed page. No late submissions or electronic submissions will be accepted. Key concepts have become an important means by which students have found that they are able to be prepared for their classes and become involved in class discussions. Participation grades (5%) will be based on the submission of key concepts. Students should also keep a copy of their key concepts. 2. Each class will comprise a discussion of key concepts. A group of students will be assigned each week to present the selected topic using interesting and innovative methods of engaging the class, stimulating discussion and conveying the key concepts. Participation grades (5%) will be based on the quality of the presentation and the level of involvement of students in the discussion. 3. During the lectures students will be asked to apply the key concepts to a sports and event topic or case study brought forward by the professor. The topics and case studies will not be pre-assigned and will be related to the corresponding topic on the course outline. Two of these case studies will be required to be written-up individually and submitted for grading (5% each). 4. Group project work will also be introduced into the class to allow teams to work together during class time

4 COURSE SCHEDULE: (tentative) Week Date Lecture Topic Recommended Readings and Assignment Due Dates 1 Jan 7 What is Sport and Event Marketing? Mullin, Chapter 1 2 Jan 14 The Sport Event Marketing Plan Mullin, Chapter 2 3 Jan 21 The Environmental Analysis 4 Jan 28 5 Feb 4 Consumer Behaviour (Participants and Spectators) Segmentation, Targeting and Positioning 6 Feb 11 Product Concepts Mullin, Chapter 2 Submit Project Topics Mullin, Chapter 4 Mullin, Chapter 6 Mullin, Chapter 7, 8 & 9 Assignment due 5% Reading Break 8 Feb 25 Promotion Concepts Mullin, Chapter 11, 12, 15 &16 Completed consent forms due Part A due 15% 9 Mar 3 Promotion (continued) Sponsorship & Sponsorship Plan Mullin, Chapter 13 & Additional Reading available on WebCT 10 Mar 10 Distribution Concepts Mullin Chapter Mar 17 Pricing Concepts Mullin, Chapter 10 Assignment due 5% Good Friday & Easter Monday Holiday 12 Mar 31 Implementation and Control Mullin, Chapter Apr 7 Review - pulling it all together Presentations Day 1 Mullin, Chapter 19 Revisions Part A due Part B due 15% 14 Apr 14 Presentations Day 2 Final Project Presentation 10% Final Exam Period Final Project Revisions due 5% Final Exam 35% - 4 -

5 SKILLS ACROSS THE BUSINESS CURRICULUM The Okanagan School of Business promotes core skills across the curriculum. These skills include reading, written and oral communications, computers, small business, and academic standards of ethics, honesty and integrity. STUDENT CONDUCT AND ACADEMIC HONESTY What is the Disruption of Instructional Activities? At Okanagan College (OC), disruption of instructional activities includes student conduct which interferes with examinations, lectures, seminars, tutorials, group meetings, other related activities, and with students using the study facilities of OC, as well as conduct that leads to property damage, assault, discrimination, harassment and fraud. Penalties for disruption of instructional activities include a range of sanctions from a warning and/or a failing grade on an assignment, examination or course to suspension from OC. What is Cheating? Cheating includes but is not limited to dishonest or attempted dishonest conduct during tests or examinations in which the use is made of books, notes, diagrams or other aids excluding those authorized by the examiner. It includes communicating with others for the purpose of obtaining information, copying from the work of others and purposely exposing or conveying information to other students who are taking the test or examination. Students must submit independently written work. Students may not write joint or collaborative assignments with other students unless the instructor approves it in advance as a group/team project. Students who share their work with other students are equally involved in cheating. What is Plagiarism? Plagiarism is defined as the presentation of another person s work or ideas without proper or complete acknowledgement. It is the serious academic offence of reproducing someone else s work, including words, ideas and media, without permission for course credit towards a certificate, diploma, degree and/or professional designation. The defining characteristic is that the work is not yours. Intentional plagiarism is the deliberate presentation of another s work or ideas as one s own. Intentional plagiarism can be a copy of material from a journal article, a book chapter, data from the Internet, another student, work submitted for credit in another course or from other sources. Unintentional plagiarism is the inadvertent presentation of another s work or ideas without proper acknowledgement because of poor or inadequate practices. Unintentional plagiarism is a failure of scholarship; intentional plagiarism is an act of deceit. What are the Students Responsibilities to Avoid Plagiarism? Students have a responsibility to read the OC Plagiarism Policy and Procedures outlined in the OC calendar (page 154), which is available in printed and online format Students must acknowledge the sources of information used on all their assignments. This usually involves putting the authors name and the year of publication in parentheses after the sentence in which you used the material, then at the end of your paper, writing out the complete references in a Reference section. Students are responsible for learning and applying the proper scholarly practices for acknowledging the work and ideas of others. Students who are unsure of what constitutes plagiarism should refer to the UBC publication Plagiarism Avoided; Taking Responsibility for your Work. This guide is available in OC bookstores and libraries. Students are expected to understand research and writing techniques and documentation styles. The Okanagan School of Business requires the use of the APA or MLA style, but suggests that students cite references using the APA guidelines (see Publication Manual of the American Psychological Association, 5 th edition (2001). A copy of the APA manual is available in the reference section and also available for circulation from OC libraries. The library website has access to these two major citing styles. What are the Penalties for Plagiarism and Cheating? The Okanagan School of Business does not tolerate plagiarism or cheating. All professors actively check for plagiarism and cheating and the Okanagan School of Business subscribes to an electronic plagiarism detection service. All incidents of plagiarism or cheating are reported and result in a formal letter of reprimand outlining the nature of the infraction, the evidence and the penalty. The Dean of the Okanagan School of Business and the Registrar record and monitor all instances of plagiarism and cheating. Penalties for plagiarism and cheating reflect the seriousness and circumstances of the offence and the range of penalties includes suspension or expulsion from OC