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					                                                                                   College of Education
                                                                              The University of Memphis
                                                                                    Health and Sport Sciences
                                                                                             SPRT 7420-001
                                                                                            Sport Marketing
                                                                                                   Fall, 2012
                                                                                          Dr. Cody T. Havard
                                                                                        FH 304/901-678-5011
                                                                                       chavard@memphis.edu
                                                                                 Office Hours: TR 1:30 ‒ 3:30
                                                                                                 R 4:30-5:30

                                        College of Education Norms
I take 100% responsibility.
I seek equity of voice.
I am willing to talk about sensitive issues.
I listen for understanding.
I appreciate the strengths and contributions of others.
I bring positive energy and encouragement to the team.
I commit to the mission of the college.

                        SPRT 7420-001: Sport Marketing R 6:00pm-9:00pm

Course Description: Basic market concepts with applications to the sport and leisure organizations,
including urban sport and leisure market consumer behavior, strategic market planning, marketing mix
component integration, and market information management.
Prerequisites: MKTG 3010 and 4901 (or equivalents), MKTG 7060, or permission of instructor

Required Text: Sport Marketing (3rd Edition) by Mullin, Hardy, and Sutton

Required Text: Influence: Science and Practice (5th Edition) by Cialdini

Recommended Text: A subscription to the Sports Business Journal. This will help you stay current
with trends and events in sport marketing.

Support of Conceptual Framework: This course seeks to develop student knowledge of relevant
practices and methods used in developing and delivering successful marketing plans in sport and/or leisure
organizations. Student will gain exposure of research methods relevant to sport marketing.

Methods of Instruction: Lecture, multimedia, activity, case study.

Course Objectives:
In general, it is anticipated that participating students will develop an understanding and appreciation for the
marketing process as it relates to the commercial management of sport and leisure organizations. More
specifically, it is anticipated that students successfully completing this course will be able to:

          Identify and define independent components of the marketing mix, describing each component’s
          contribution to the management and operation of a sport and/or leisure organization.

          Successfully demonstrate the ability to generate and interpret sport and leisure market research
          compiled from an integrated data collection protocol incorporating internal and external sources.

          Identify the fundamental components of a strategic sport and/or leisure enterprise marketing plan
          and demonstrating the ability to link market research findings with market strategy development.




Fall, 2012, The University of Memphis                 -1-                                  SPRT 7420, Dr. Havard
          Demonstrate a keen understanding of consumer behavior principles as they specifically relate to
          the consumption (participation and mediation) of sport and leisure products/services.

To help students understand concepts discussed in the lectures, textbook, and readings, the class will
participate in a Fantasy Football league. All students will own one Fantasy Football team and will
use this team when completing the case studies for the class.

Assignments, Exams, and Grading Criteria:

25%   - Midterm Exam
25%   - Case Studies
25%   - Influence Review and Project
15%   - OSN Marketing Portfolio
10%   - Marketing Portfolio

Midterm Exam: There will be one midterm exam during the semester. The midterm exam will be
administered on eCourseware and students will have a 37-hour window to complete the exam. It will be a
timed exam, and must be completed in one sitting (you may not log off and finish the exam at a later time).
The midterm exam will be available from 12:00AM CST Monday 10/10 until 5:00PM CST Tuesday,
10/11.

Case Studies: There will be five case studies assigned during the semester. These case studies require the
student to think critically and solve questions regarding sport marketing practices. These case studies will
also require students to apply concepts discussed in class to their Fantasy Football team.

Influence Review and Project: Students will submit one 12-page review of the book Influence. Further
instructions will be provided in class.

OSN Marketing Portfolio: Students will collect 10 examples of OSN Marketing (e.g., Facebook, Twitter,
YouTube, etc.) throughout the semester. This collection, with brief discussion of each, will be turned in
11/29.

Marketing Project: Students will be responsible for choosing an organization (to be approved by
professor) and develop a marketing plan. Students can work on the marketing plan assignment individually
or in groups of up to 3 people.

ASSIGNMENTS (Out-of-Class Assignments, Influence Review and Project, OSN Marketing Project,
Marketing Portfolio) WILL BE TURNED INTO THE DROPBOX ON ECOURSEWARE BY THE
DEADLINE STATED ON THE SCEHDULE. ASSIGNMENTS WILL BE DUE AT 5:00PM CST
ON THE DUE DATE LISTED ON THE SCHEDULE. LATE ASSIGNMENTS WILL NOT BE
ACCEPTED! NO EXCEPTIONS! IT IS STUDENTS RESPONSIBILITY TO TURN
ASSIGMENTS IN BY DUE DATE!

This class requires and places heavy emphasis on writing. If you need help on any writing elements
(e.g., grammar, spelling, organization), please utilize the English Learning Center (225 Patterson
Hall, 678-2059, open Monday through Thursday from 8am-7pm and Friday from 8am-2pm.)

Course Requirements: Although attendance is not taken, you are expected to be in class and participate in
discussions and activities. It is the students’ responsibility to communicate with classmates about activities
or notes if missing a class.
Americans with Disabilities Act: The University of Memphis does not discriminate on the basis of disability in the
recruitment and admission of students, the recruitment and employment of faculty and staff, and the operation of any of
its programs and activities, as specified by federal laws and regulations. The student has the responsibility of informing
the course instructor (at the beginning of the course) of any disabling condition, which will require modification to
avoid discrimination. Faculty are required by law to provide "reasonable accommodation" to students with disabilities,
so as not to discriminate on the basis of that disability. Student responsibility primarily rests with informing faculty at
the beginning of the semester and in providing authorized documentation through designated administrative channels.




Fall, 2012, The University of Memphis                       -2-                                      SPRT 7420, Dr. Havard
Written Assignments and Academic Misconduct: All written work submitted must be the student’s original
work and conform to the guidelines of the American Psychological Association (APA) available online and via their
publications. This means that any substantive ideas, phrases, sentences, and/or any published ideas must be properly
referenced to avoid even the appearance of plagiarism. Plagiarism includes, but is not limited to, the use, by paraphrase
or direct quotation, of the published or unpublished work of another person without full or clear acknowledgment. It
also includes the unacknowledged use of materials prepared by another person or agency in the selling of term papers
of other academic materials. It is the student’s responsibility to know all relevant university policies concerning
plagiarism. Any documented cases of plagiarism can and will result in dismissal from the course with a failing grade,
and may result in other more serious sanctions by the College of Education.

Please be considerate and do not allow your cell phone to ring during class!




Fall, 2012, The University of Memphis                      -3-                                      SPRT 7420, Dr. Havard
Tentative Schedule
Date         Topic                                       Reading                    Assignment

8/30         Introduction to Sport Marketing/Syllabus

9/6          Sport Marketing as an area of Inquiry       Ch. 1, Ch. 2               Fantasy Football Draft

9/13         Research in Sport Marketing                 Ch.3, Ch. 5                Case Study #1 Due on
                                                                                    eCourseware 5:00PM CST
                                                                                    9/13

9/20         The Sport Market                            Ch. 6, Ch. 7

9/27         Sport Brands                                Ch. 8, Ch. 9               Case Study #2 Due on
                                                                                    eCourseware 5:00PM CST
                                                                                    9/27

10/4         Pricing in Sport                            Ch. 10, Ch. 11

10/10-       Midterm exam available in Quizzes           Ch. 1, 2, 3, 5, 6, 7, 8,   Available from 12:00AM CST
10/11        section on eCourseware                      9, 10, 11                  10/10 until 5:00PM CST 10/11

10/11        Distribution                                Ch. 14

10/18        Sport Sales/Promotion                       Ch. 12, Ch. 13             Case Study #3 Due on
                                                                                    eCourseware 5:00PM CST
                                                                                    10/18

10/25        No Class – Out of Class Assignment

11/1         Consumer Behavior                           Cialdini Influence         Influence Paper Due on
                                                                                    eCourseware 5:00PM CST
                                                                                    11/1

11/8         Consumer Behavior                           Assigned Readings          Case Study #4 Due on
                                                                                    eCourseware 5:00PM CST
                                                                                    11/8

11/15        Public Relations                            Ch. 16                     Case Study #5 Due on
                                                                                    eCourseware 5:00PM CST
                                                                                    11/15

11/22        No Class Happy Thanksgiving

11/29        Marketing Mix                               Ch. 17                     OSN Market Portfolio Due on
                                                                                    eCourseward 5:00PM CST
                                                                                    11/29

12/10                                                                               Marketing Portfolio Due on
                                                                                    eCourseware 5:00PM CST
                                                                                    12/10




Fall, 2012, The University of Memphis                   -4-                                  SPRT 7420, Dr. Havard

				
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