RESM 4800-501 Studies in RESM Location: FRSC 128 Time: Wednesday 11:00 12:20 Course Syllabus Instructor Information Calvin Nite, PhD Office: PEB 210D Office Hours: By Appointment Email: calvin.nite@unt.edu Course Materials Readings as assigned by the Instructor Course Website: learn.unt.edu (blackboard) Course Description: This course is designed to provide students with opportunities for understanding and applying general marketing principles within various aspects of the sport industry. Particularly, this course will focus on the elements that make the sport product distinctive from other products. This course will provide a broad overview of the important tenets of marketing (including: sales, sponsorships, advertising, branding, customer service, etc.) and will provide students with opportunities to apply this knowledge by creating marketing plans for actual sport organizations. This course will consist of multiple teaching techniques designed to promote a learning environment that is both theoretically and practically driven. Student Learning Outcomes: After completing this course, students should be able to: 1. Explain the uniqueness of the sport product compared to other consumer products. 2. Explain the motivations of sport consumptive behaviors. 3. Identify and critique marketing strategies currently employed by various sport organizations 4. Utilize various forms of print and digital media within marketing endeavors. 5. Demonstrate effective oral presentation skills. 6. Demonstrate effective writing skills. 7. Implement sport marketing research into organizational marketing decisions. Grading Structure & Student Learning Outcome Evaluation Assignment Student Learning Outcomes Evaluated Points Marketing plans 1, 2, 3, 4, 5, 6, 7 50 Personal Presentation 4, 5, 7 10 Organizational Marketing Analysis 3, 4, 5, 6, 7 15 Discussion Responses (5 * 5 points) 1, 2, 3, 4, 6, 7 25 Total 100 Grading Scale: 90-100 A 80-89 B 70-79 C 60-69 D 59 F 1
Course Policies: Class Decorum Students will be held accountable for their words and actions in this class. Professionalism will be an element of every graded assignment. Class Attendance Students are expected to attend class. Students are expected to arrive to class before the scheduled start time for the course. Students who miss assignments or learning activities due to absence or tardiness WILL NOT BE ALLOWED TO MAKE UP MISSED ASSIGNMENTS OR ACTIVITIES without documentation from a university sponsored trip, religious holy day observance, or documented illness. If students are going to have university excused absences, they should make every effort to notify the instructor PRIOR to the absence to obtain the make-up work for the missed class. Finally, students who are excessively tardy to class will not be allowed to attend the class for which they are tardy after the second tardy. Late Work & Extra Credit Any exams or assignments missed without prior arrangements being made or in compliance with previously outlined policies may not be made up. Also NO EXTRA CREDIT WILL BE GIVEN, SO PLEASE DO NOT APPROACH THE INSTRUCTOR ABOUT IT!!! Students will be given ample opportunities throughout the semester to earn their desired grades. Academic Integrity Students caught cheating or plagiarizing will receive a "0" for that particular assignment or exam [or specify alternative sanction, such as course failure]. Additionally, the incident will be reported to the Dean of Students, who may impose further penalty. According to the UNT catalog, the term "cheating" includes, but is not limited to: a. use of any unauthorized assistance in taking quizzes, tests, or examinations; b. dependence upon the aid of sources beyond those authorized by the instructor in writing papers, preparing reports, solving problems, or carrying out other assignments; c. the acquisition, without permission, of tests or other academic material belonging to a faculty or staff member of the university; d. dual submission of a paper or project, or resubmission of a paper or project to a different class without express permission from the instructor(s); or e. any other act designed to give a student an unfair advantage. The term "plagiarism" includes, but is not limited to: a. the knowing or negligent use by paraphrase or direct quotation of the published or unpublished work of another person without full and clear acknowledgment; and b. the knowing or negligent unacknowledged use of materials prepared by another person or agency engaged in the selling of term papers or other academic materials. Acceptable Student Behavior Student behavior that interferes with an instructor s ability to conduct a class or other students' opportunity to learn is unacceptable and disruptive and will not be tolerated in any instructional forum at UNT. Students engaging in unacceptable behavior will be directed to leave the classroom and the instructor may refer the student to the Dean of Students to consider whether the student's conduct violated the Code of Student Conduct. The university's expectations for student conduct apply to all instructional forums, including university and electronic classroom, labs, discussion groups, field trips, etc. The Code of Student Conduct can be found at http://deanofstudents.unt.edu. Access to Information - Eagle Connect Your access point for business and academic services at UNT occurs at http://www.my.unt.edu. All official communication from the university will be delivered to your Eagle Connect account. For more information, please visit the website that explains Eagle Connect and how to forward your e-mail: http://eagleconnect.unt.edu/ ADA Statement The University of North Texas makes reasonable academic accommodation for students with disabilities. Students seeking accommodation must first register with the Office of Disability Accommodation (ODA) to verify their eligibility. If a disability is verified, the ODA will provide you with an accommodation letter to be delivered to faculty to begin a private discussion regarding your specific needs in a course. You may request accommodations at any time, however, ODA notices of accommodation should be provided as early as possible in the semester to avoid any delay in implementation. Note that students must obtain a new letter of accommodation for every semester and must meet with each faculty member prior to implementation in each class. For additional information see the Office of Disability Accommodation website at http://disability.unt.edu. You may also contact them by phone at (940) 565-4323. Emergency Notification & Procedures UNT uses a system called Eagle Alert to quickly notify you with critical information in the event of an emergency (i.e., severe weather, campus closing, and health and public safety emergencies like chemical spills, fires, or violence). The system sends voice messages (and text messages upon permission) tothe phones of all active faculty staff, and students. Please make certain to update your phone numbers at http://www.my.unt.edu. Some helpful emergency preparedness actions include: 1) know the evacuation routes and severe weather shelter areas in the buildings where your classes are held, 2) determine how you will contact family and friends if phones are temporarily unavailable, and 3) identify where you will go if you need to evacuate the Denton area suddenly. In the event of a 2
university closure, please refer to Blackboard for contingency plans for covering course materials. Retention of Student Records Student records pertaining to this course are maintained in a secure location by the instructor of record. All records such as exams, answer sheets (with keys), and written papers submitted during the duration of the course are kept for at least one calendar year after course completion. Course work completed via the Blackboard online system, including grading information and comments, is also stored in a safe electronic environment for one year. You have a right to view your individual record; however, information about your records will not be divulged to other individuals without the proper written consent. You are encouraged to review the Public Information Policy and the Family Educational Rights and Privacy Act (FERPA) laws and the university s policy in accordance with those mandates at the following link: http://essc.unt.edu/registrar/ferpa.html Student Evaluation of Teaching (SETE) Student feedback is important and an essential part of participation in this course. The Student Evaluation of Teaching (SETE) is a requirement for all organized classes at UNT. This short survey will be made available at the end of the semester to provide you with an opportunity to evaluate how this course is taught. Succeed at UNT UNT endeavors to offer you a high-quality education and to provide a supportive environment to help you learn and grown. And, as a faculty member, I am committed to helping you be successful as a student. Here s how to succeed at UNT: Show up. Find Support. Get advised. Be prepared. Get involved. Stay focused. To learn more about campus resources and information on how you can achieve success: http://success.unt.edu/. 3
Assignments: Marketing Plans (50 points total): Student Learning Outcomes 1, 3, 4, 5, 6, 7 Students will be divided into groups at the beginning of the semester and will develop a comprehensive marketing plan for a sport organization identified by the instructor. This semester, the instructor has set up a partnership with U. S. Basketball University* to provide students with the experience of developing marketing plans for an actual sport organization. Each group will work directly with U. S. Basketball University to develop marketing plans for introducing the organization to the DFW market. The groups will then compete against one another to develop creative, practical, and all-encompassing marketing plans for these organizations. Representatives from U. S. Basketball University along with the instructor of the course will then determine which group developed the best plan for each organization. Students from the winning group will be allowed to drop their lowest grade in the course and replace it with full credit for that assignment. This will give students the opportunity to apply the information from the course lectures in a real world scenario. It is intended that various elements of these plans will likely be implemented by U. S. Basketball University in their launch into the DFW market. Details concerning this project will be provided throughout the semester. The following items will be incorporated into the final grade for this project. Final Presentations (25 points): Each group will present its marketing plan to a panel of members from the U. S. Basketball University and other invited faculty members. Each group should provide its compiled deliverables for the organization. These may include: pamphlets, flyers, brochures, media productions, or any other type of product the group may want to include. The panel will name the winning group upon completion of the final presentation. Students will be provided this information on the final exam date. These presentations should be between 10 and 15 minutes. Specific details of the assignment expectations including a list of expected deliverables will be provided throughout the course of the semester. Written Proposals and Deliverables (15 points): Each group will provide a professionally bound proposal of its marketing plan. All of the presented elements (not including multimedia productions) should be provided in written form. These should be brief (bullet points are fine) and easy to read. These should also be visually pleasing, as they will be provided to members of the organization for their review. Proper grammar is expected and will be factored into the grading of the assignments. These should be no longer than 10 pages in total length. Specific details of the assignment expectations including a list of expected deliverables will be provided throughout the course of the semester. Project Updates (5 points): Each group is responsible for providing two detailed updates regarding their progress toward completing their final projects. This will entail a brief 3-5 minute presentation concerning the groups progress. Students are expected to demonstrate substantial project progression at each date. Poor efforts on the presentations and insufficient progress will result in substantial point loss. Refer to the course schedule for due dates. Peer Evaluation (5 points): Each student will provide an evaluation of each group member. This serves as a means for holding each group member accountable. The peer evaluation form will be provided by the instructor and is due by the final day of class. Students who do not complete or turn in the peer evaluation form will receive a zero for their peer evaluation score. * Organization is subject to change in the event that the partnership falls through. Personal Presentations (10 points): Student Learning Outcomes 4, 5, 7 At the beginning of the semester students will sign up for a date to deliver an in-depth presentation about themselves. Students will discuss their career goals and why they believe they will be marketable employees in the sport industry. The purpose of this assignment is for students to practice their personal marketing skills and hone their interviewing skills. Expectations and details of this assignment will be provided in a separate document. Organizational Marketing Analysis (15 points): Student Learning Outcomes 3, 4, 5, 6, 7 Each student will conduct analyses of two live sporting events. Students will compare and contrast the marketing efforts of the organizations responsible for hosting the events and will provide an informed critique of the efforts based on the content from this course. Students will attend these events and make notes regarding their observations of the marketing efforts of the events. These could include: evaluation of signage, evaluation of promotions, target marketing, how the students learned of the events, and any other pertinent information. Further, students will identify the person in charge of the sport organization s event marketing efforts. This person s title will likely vary across organizations. Students will then ask this person questions regarding the organization s marketing strategies (including but not limited to: the organization s branding efforts, target marketing, product positioning in the local market, perspectives on areas for improvement, and perceptions of the effectiveness of the organization s strategies). All students are required to have their interview guides approved by the course instructor. Students should also provide some form of proof of their interviews. Proof may include any of the following: signed business cards, signed interview notes, selfies with the marketing manager (must have a card/name tag visible). The information from these interviews should inform the presentation and written portion of this assignment. 4
Written Evaluation (10 points): Upon completing their interviews and attending their events, students will provide an in-depth critique of the marketing strategies observed by the students and described by the marketing managers. This evaluation needs to be more than simply the students opinions regarding the marketing strategies (opinions are certainly expected just do not rely solely on these). Students should include information gleaned from the course lectures and reading assignments into their evaluations. Further details of this assignment will be provided on a separate document. Please refer to the course schedule for due dates. Presentation (5 points): Each student will provide a 5-7 minute presentation of her/his marketing evaluation. Students will present the content from their written evaluations. Presentations will be graded based on efficiency and professionalism. Please refer to the course schedule for due dates. Discussion Responses (5 topics* 5 points each = 25 points total): Learning Outcomes 1, 3, 4, 6, 7 Given the blended nature of the course, students are expected to engage in online assignments. Throughout the semester, the instructor will post various assignments blackboard on the course discussion board (links will be provided on the course homepage). Every student is expected to participate in online discussion regarding the posted cases in two capacities. First, each student will respond to the prompt/assignment (worth three points per assignment). Second, students are expected to respond to at least two classmates posts (worth two points total...all or nothing). Only thoughtful posts that advance discussion of the topics will be accepted for points. That is, students will not receive credit for simply posting one or two sentences stating they agree/disagree. All posts must be reflective of critical thought and engagement with the concepts being posted. Posts occurring after the closing date for each assignment will not be counted. Refer to the course schedule for the due dates for each of the cases. **Reports of unprofessional or inappropriate behavior from organizational representatives will result in severe grade repercussions. Behaviors deemed unprofessional or inappropriate may include but are not limited to the following: failure to attend scheduled meetings, arriving late to scheduled meetings, using offensive language, wearing inappropriate attire, etc. Punishments for these violations may included but are not limited to loss of points on the final grade, receiving a zero for the marketing plan assignment, and/or being dropped from the class. Students will be held accountable for their behavior. 5
Tentative Course Schedule Dates Lecture Topic Assignments Due Week 1 (1/17 1/21) Syllabus, Course Introduction Week 2 (1/22 1/28) Sport Product, Industry Overview Discussion Response (DR) #1: Student initial response (1/25); Responses to classmates (1/28) Week 3 (1/29 2/4) Marketing Research Week 4 (2/5 2/11) Consumer Motivations Week 5 (2/12 2/18) SWOT analyses DR #2: Student initial response (2/15); Responses to classmates (2/25) Week 6 (2/19 2/25) Segmentation, Target Marketing Week 7 (2/26 3/4) Positioning & Branding Project Update #1 Week 8 (3/5 3/11) Organizational Marketing Analysis Presentations DR #3: Student initial response (3/8); Responses to classmates (3/11) OMA written assignment (in class) SPRING BREAK (3/12 3/18) Week 9 (3/19 3/25) Promotions Week 10 (3/26 4/1) Customer Service DR #4: Student initial response (3/29); Responses to classmates (4/1) Week 11 (4/2 4/8) Pricing, Sales Project Update #2 Week 12 (4/9 4/15) Media Marketing Strategy DR #5: Student initial response (4/12); Responses to classmates (4/15) Week 13 (4/16 4/22) Cause Marketing Week 14 (4/23 4/29) Social Responsibility Week 15 (4/20 5/4) Marketing Plan Presentations Marketing Plan Deliverables (in class) Final Exam: May 10 th 6