Description
SPORTS MARKETING
This course will provide a framework for understanding how various marketing strategies are formulated, implemented, and evaluated in sports context. Sports have been one of the major economic activities of our modern society, and knowledge of the role marketing plays in its operation has emerged as a valuable asset to all the parties involved (e.g., firms, governments, consumers, and players).
The course is organized into two themes; 1) sports as product and 2) sports as medium. The first theme focuses on the applications of marketing theories and principles to promote sports and sport related products. It puts the students in the shoes of a marketing manager of a sports related business. The second theme, on the other hand, considers sports as one of the vehicles to promote a product or service. It covers how non-sport related businesses can benefit from utilizing sports as a part of their marketing communication program.
Another area that will be discussed throughout the course is the role of ethics in sports marketing. What we sell in both sports as product and sports as medium is the positive values that sports represent. Therefore, sports often serve as a platform to promote the core values of our society and introduce positive change. This unique nature of sports marketing provides us with an opportunity to integrate the business aspects of sports and ethical perspectives in its marketing. Issues such as gambling, Title IX, performance enhancing drugs, and social responsibilities of sports organizations will be discussed in length whenever it is relevant to the course material.
Details
Grading Basis
Letter Grade
Units
3
Component
Lecture - Required
Offering
Course
BUSMKT 1470
Academic Group
College of Business Admin
Academic Organization
Office of the Dean, CBA
Campus
Pittsburgh Campus
Typically Offered
Spring, Summer