MKTG 401B Sports Marketing
401 MKTG: Sports Marketing (3 Credit Hours)
This course is designed to cover three basic components of sports marketing: (1) the use of sports as a marketing tool for other products; (2) the marketing of sports products; and (3) the emerging considerations relevant for both marketing through and the marketing of sports. Component one addresses the various domains of the sports marketing environment and traditional sponsorship. Compnent two includes readings on the three special forms of sponsorship, the mareting of professional and amateur sports, the marketing of participation-oriented sports, and the marketing of a broad array of sports-relaed products such as sporting goods and apparel. Component three addresses theemerging issues of relationship marketing, technology, and controversial issus within the sports marketing industry.
Prerequisites: MKTG 300 Principles of Marketing