Course Syllabus Winter Semester 2018 Sport Management Program Course Name: Sport Marketing Course Number: SMT 230-01 Credits: 3 Faculty: Tom Stewart Campus E-mail: StewartThomasA@jccmi.edu Date: 01/16/2018-05/01/2018, Tuesday, 1200-1454 Location: Health Laboratory Center, Room 101 Office Hours: HLC 101, Tuesday, 1100-1200/1500-1600 (before/after class) Course Description: Sport Marketing presents an overview of the various techniques and strategies used in meeting the wants and needs of consumers in the sport industry as well as understanding how sport can be used to assist in the marketing of other companies and products. Areas to be addressed are the uniqueness of sport marketing in comparison with traditional marketing, an overview of the segments of the sport industry, the importance of market research and segmentation in identifying the right sport consumer, the use of data-based marketing in reaching the sport consumer, an overview of the marketing mix as individual units and the relationship between those units, and the development of sponsorship and endorsement packages. Students will also continue to explore careers in the sport industry, both in the U.S. and globally, inclusive of professional, collegiate, youth, and non-profit sport, as well global branding, sponsorships, merchandising and entertainment events. Current Textbook: Sport Marketing (w/web SG Access Code) Mullin, B.J., Hardy, S., and Sutton, W.A. 2014. Sport Marketing (4th edition). Human Kinetics. ISBN 9781450424981. The textbook is available as an e-text through the publisher website in PDF and epub formats: http://www.humankinetics.com/products/all-products/sport-marketing-4th-edition-with-web-study- Guide You can also purchase the textbook through the Jackson College Bookstore. Contacting the Instructor Send an email, including course # and section # in email subject line (SMT 230-01) You MUST use your Jackson College email for communication. I will not read or reply to an email that is sent to me from an email address that is not your Jackson College email address. Page 1 rev. 20180103
General Information For information on FERPA, Cheating and Plagiarism, Assessment of Student Learning Outcomes and Student Code of Conduct, please refer to the appropriate section of the current Jackson College Catalog online. Course Outcomes Demonstrate usage of marketing terminology and theory related to the sport industry. Explain sport marketing theory and how it can be used in the sport industry to meet the wants and needs of the sport consumer. Recognize and design sport marketing research tools. Develop effective sport marketing plans based on data-driven decision making and time-tested marketing principles. Analyze case studies in sport to recognize sound marketing decisions and to articulate sport marketing solutions for various constituents. Evaluate the sport marketing strategies of professionals as well as fellow students through analyzing the professionals work and students assignments. Synthesize course material into a marketing plan for a sport organization. Explain the importance of a professional perspective. Exhibit critical professional skills and attitudes. Demonstrate an appreciation of diversity using unbiased language and an inclusive approach to sport communication. Identify research questions in sport management and demonstrate the ability to analyze and interpret published research. Class Format Lectures will cover content from the textbook chapters as well as any relevant examples that would be helpful in facilitating student understanding of the subject matter. Guest speakers from local sport organizations and university faculty members with an expertise in the subject matter may attend class at various points throughout the semester to provide students with firsthand information on course topics. Assignments will consist of assigned readings and learning activity assignments from the textbook. Several times throughout the semester, students will form small groups in class to work on learning activities from the textbook or activities you create. Relevant videos might be shown throughout the semester to enhance student understanding of course topics. Class discussions. A discussion will take place during each class session to allow students an opportunity to express their thoughts and opinions on course topics. Page 2 rev. 20180103
Course Content Assignments and Evaluation Quizzes Chapter quizzes will be administered throughout the semester to evaluate comprehension of course content. Exams Two exams, a midterm and a final, will be given during the semester to measure comprehension and application of the course material. SWOT analysis This will be assigned during chapter 2. You will use a SWOT analysis for a situation presented. Consumer behavior assignment This will be assigned during chapter 4. You will develop a market research (event spectator) survey. Sponsorship proposals This will be assigned during chapter 9. You will prepare sponsorship proposals for a sport organization and an endorsement deal for an individual athlete. Market research student surveys This will be assigned during chapter 11. You will conduct a survey of students and report the results to the class. Specific Course Rules Attendance Policy: HQV federal policy that JC follows Your participation and attendance is expected weekly. Attendance is counted by your on-time arrival and participation in class, taking quizzes, and completing non-graded work of your choice in the textbook support site, to name a few. Your success will depend upon the time you spend in class. JC administration and the federal government now require faculty to file attendance regularly throughout the term and your report is available online. Note the Course Calendar identifies GRD #1, GRD #2, and GRD #3 as to when each of these reports is due. H the student needs help and a notification goes to the Center for Student Success. V the instructor verifies that the student is participating and doing acceptable work. Q the student is not participating or attending and the instructor believes they have unofficially withdrawn. A Q will result in an administrative interruption from the course. ***If a student wishes to withdraw from the course it is the responsibility of the student to officially withdraw. This syllabus may be amended at any point during the semester. Changes to it will be announced in class and students will be responsible for adhering to those changes. Your grade will be based on the points you earn on exams, quizzes, assignments, class preparation and participation. The grade points assigned are estimates and subject to modification. Exact due dates for assignments, tests, exams, etc. will be announced in class and are included on the Assignment Calendar located at the end of this document. Page 3 rev. 20180103
Academic Honesty Statement and Student Code of Conduct Students are expected to maintain academic integrity and honesty in completion of all work for this class. Examples of academic dishonesty include but are not limited to: Receiving or providing unauthorized assistance on exams Using unauthorized material during an exam Plagiarism (using materials from sources without citation) Copying the work of someone else and submitting it as you own The first instance of academic dishonesty will result (for all parties involved) in no credit for the assignment or exam. In addition, a student will be ineligible to complete any extra credit work for this class. Subsequent episodes will result in further disciplinary action, up to and including failure of the course. All students are expected to follow Jackson College s Student Code of Conduct. If you are unfamiliar with the code, to can be found at: https://www.jccmi.edu/wp-content/uploads/studentcodeofconduct.pdf For information on FERPA, Cheating and Plagiarism, Assessment of Student Learning Outcomes and Student Code of Conduct, please refer to the appropriate section of the current Jackson College Catalog online. Classroom Procedures: 1. It is the responsibility of the student to prepare for and attend all class sessions. 2. All students are required to have a textbook and bring it to every class. 3. Every student is expected to make a positive contribution to the class by joining in the discussions, asking questions or offering pertinent opinions on the subject matter being discussed. 4. Although this is a face-to-face class (in a classroom) there will occasions when the student may find it beneficial to access the publisher website, www.humankinetics.com or the Internet to complete assignments. 5. Cell phones and other electronic communication devices are not to be used during class. 6. Disruptive behavior or other actions that interfere with the educational process will not be tolerated. This includes bringing non-students and children to class. Final Grading System Grade Percentage 4.0 Excellent 95.0 3.5 90.0 3.0 Superior 85.0 2.5 80.0 2.0 Average 75.0 1.5 70.0 1.0 Inferior 65.0 0.5 60.0 0.0 Not Passing 59.9 Page 4 rev. 20180103
Assignment Calendar SMT 230-01 Sport Marketing WN17 Week Date Topic Material/ Chapter Homework/Assignments 1 01/16 Course Introduction Adopt a Team 2 01/23 Chapter 1 The Special Nature of Sport Marketing 3 01/30 Chapter 2 Strategic Marketing Management 4 02/06 Chapter 3 Understanding the Sport Consumer 5 02/13 Chapter 4 Market Research in the Sport Industry 6 02/20 Chapter 5 Market Segmentation 7 02/27 Chapter 6 The Sport Product 8 03/06 Chapter 7 Managing Sport Brands 1 Assign semester-long group project (sport marketing plan) Assign semester-long project (clipping thesis) Assign SWOT analysis 2 Case study 1 (ch. 2) 3 Assign consumer behavior assignment SWOT analysis due Quiz 1 4 Consumer behavior assignment due 5 Quiz 2 6 7 Case study 2 (ch. 7) Quiz 3 9 03/13 Spring Break 10 03/20 Chapter 8 Sales and Service 11 03/27 Chapter 9 Sponsorship, Corporate Partnerships, and the Role of Activation 8 Assign sponsorship proposal assignment Exam 1 9 Sponsorship proposal assignment due Chapter 10 Promotion and Paid Media Page 5 rev. 20180103 10 Assign market research student survey assignment Quiz 4
12 04/03 Chapter 11 Public Relations Chapter 12 Social Media in Sport 13 04/10 Chapter 13 Delivering and Distributing Core Products and Extensions 11 12 13 Market research student survey results assignment due Case study 3 (ch. 11) Quiz 5 Chapter 14 Legal Aspects of Sport Marketing 14 Quiz 6 14 04/17 Chapter 15 Putting It All Together Chapter 16 The Shape of Things to Come 15 04/24 Presentations 15 16 Semester-long project due (clipping thesis) Semester-long project due (sport marketing plan) 16 05/01 Final Week Exam 2 Disclaimer: The instructor reserves the right to amend this syllabus as deemed necessary and will communicate such amendment to the students in the course. Page 6 rev. 20180103