Standard

MKT 170 - Sports and Entertainment Marketing

Course Description

The purpose of Sports and Entertainment Marketing is to familiarize students with terminology associated with marketing these industries. Students will study marketing strategies for all aspects of the sports industry: amateur, college and professional. Students will also learn the specialized marketing techniques for the Entertainmnet industry. In addition, product development and legal issues will be discussed.

Competency Areas	Hours
Defining Sports and Entertainment Marketing	Class	5
Marketing Terminology	D. Lab	0
Marketing strategies for amateur, college and professional sports	P. Lab/O.B.I.	0
Marketing strategies for the entertainment industry	Credit	5
Developing products and services through the sports and entertainment industries
Legal issues in sports and entertainment marketing
Developing a marketing plan for the sports and entertainment industries

Prerequisite:

Corequisite:

Course Guide

Competency	After completing this section, the student will:	Hours
		Class	D.Lab	P.Lab/ O.B.I.
Defining Sports and Entertainment Marketing		5
	Know basic marketing terminology
	Be able to define sports and entertainment marketing
	Describe the factors that influence the need for sports and
	entertainment marketing
Marketing of Sports and Entertainment		5
	Develop procedures for marketing athletics
	Explain the economic impact of college athletics
	Describe the role of amateur athletics in society
	Contrast college and professional athletics
	Define agents, managers and ethics
Marketing Products and Services through Sports		5
	Develop procedures to sell products and services in the field
	Know how to create and develop sponsorships
	List promotional techniques used to attract customers
	Define and lists types of endorsements
Creating Public Images		2.5
	Define public relations
	Detail and describe fan base
	Techniques for effective publishing and speaking engagements
Promoting Sports and Entertainment Marketing		2.5
	List the effects of community service
	Techniques for creating sports camps
	Explain the need for workshops
Sports Marketing		5
	List and give examples of different types of marketing firms
	Understand the global market for athletics
	List the different careers in sports marketing
Entertainment Marketing		7.5
	Describe the entertainment industry
	Explain the distribution of entertainment
	Develop procedures for marketing music and theater
	Give examples of awards and annual events
	List careers/jobs in entertainment marketing
	Techniques for developing entertainment events
	List technology used in entertainment marketing
Recreation Marketing		5
	List the different recreational sports and activities
	Explain the impact of travel and tourism on the economy
	List different resorts and theme parks
	Techniques used to develop resorts and theme parks
Marketing Plans		7.5
	Define and develop a marketing plan
	Techniques for developing market research
	Techniques for developing promotions
Legal Issues for the Sports and Entertainment Industries		5
	Define legal terminology
	Understand the laws associated with Sports and Entertainment Marketing
	Explain the need for contracts and develop a contract
	Explain the procedures for licensing

Suggested Resources

Sports Marketing: A Strategic Perspective, 2e, Matthew D. Shank.