MKTG 479B Athlete Marketing & Branding
479B. ATHLETE MARKETING & BRANDING (Credit, 3 hours). This course explores the principles and practices of marketing and branding in the context of individual athletes, with a focus on professional and elite-level sports. Students will learn how athletes build, manage, and monetize their personal brands in a competitive, digital-first environment. Topics include brand identity development, social media strategy, sponsorships, name-image-likeness (NIL), crisis management, media relations, and emerging trends in athlete-led content. Prerequisites: MKTG 300B and MKTG 401B.