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Marketing Plans for Attorneys Denver

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					                              SES 520-500

                    MARKETING OF SPORT

                           Revised Spring 2005

                         3 Semester Hours Credit




                    Instructor: David K. Stotlar, Ed.D.




                              4 Assignments
                            Final Examination


Students who believe that they may need accommodations in this course are
encouraged to contact Disability Support Services at 970.351.2289 as soon as
possible to ensure that accommodations are implemented in a timely fashion.



                Office of Extended Studies, Campus Box 21
                     University of Northern Colorado
                          Greeley, Colorado 80639
               Greeley 970.351.2944 or Denver 303.637.4320
                           Toll Free 800.232.1749
                             Fax 970.351.2519
                       Email indeps.desk@unco.edu
TABLE OF CONTENTS


About Your Instructor ………………………………………………………………… 3

Information Specific for This Course …………………………………………………. 4
       Prefix, Course Number, Title …………………………………………………. 4
       Semester Hours ……………………………………………………………….. 4
       Course Description ……………………………………………………………. 4
       Course Content ………………………………………………………………… 4
       Course Objectives ……………………………………………………………… 5
       Required Text …………………………………………………………………. 5
       Bibliography …………………………………………………………………… 5
       Course Requirements ………………………………………………………….. 5
       Grading ………………………………………………………………………… 6
       Procedure ………………………………………………………………………. 7


Exam Procedure and Request Form
Course Work (Assignment or Exam) Evaluation Cover Sheets
Student Satisfaction (Course Evaluation) Form




                                        2
ABOUT YOUR INSTRUCTOR




                  David K. Stotlar
                  Gunter Hall, Room 2690
                  Office Telephone: 970.351.1722
                  E-mail: david.stotlar@unco.edu

                  I joined the faculty at the University of Northern Colorado
                  in 1988 in the area of administration and sport law. The
                  author of over twenty-five articles published in professional
                  journals, several books and chapters for physical education
                  and sport textbooks, I have presented at numerous
                  international, national, and regional professional
                  conferences and on several occasions have served as a
                  consultant to school districts, sport professionals, attorneys,
                  and international sport administrators in the area of sport
                  law. My international experiences began in 1984 when I
                  was selected by the United States Olympic Committee as a
                  delegate to the International Olympic Academy in Greece.
                  Since 1987 I have conducted management and marketing
                  seminars in Malaysia, Hong Kong, Singapore, Bahrain
                  Saudi Arabia, Zimbabwe, Mauritius, Taiwan, Korea, Spain,
                  and South Africa.

                  My degrees include the Doctor of Education degree from
                  the University of Utah with an emphasis in sport
                  administration and sport law, a Master’s degree from
                  Slippery Rock University and my Bachelor’s degree in
                  physical education from Eastern Illinois University. My
                  current duties as professor at the University of Northern
                  Colorado include teaching courses and conducting research
                  in sport law, administration, and sport marketing.

                  In addition to enjoying the opportunities I have to travel,
                  my family likes to spend time skiing together in the
                  Colorado Rockies. Another avocation is vintage cars
                  ranging from a ’66 Porsche to a ’57 Buick convertible over
                  the years.




                                 3
INFORMATION SPECIFIC TO THIS COURSE



COURSE NUMBER,
PREFIX, AND TITLE:            SES 520-500: Marketing of Sport

SEMESTER HOURS
CREDIT:                       Three (3)

COURSE
DESCRIPTION:                  Develop an understanding of and skill in the
                              marketing process as it relates to promotion and public
                              relations activities in physical education, athletics, and
                              commercial sport operations. (Not to be taken in lieu of
                              SES 576 required in the Sport Administration graduate
                              programs.)

                              Primary focus will be on the application of marketing
                              principles to specific sport scenarios.

COURSE CONTENT:

Part 1
         Developing Successful Sport Marketing Plans
         Chapter 1 Developing a Marketing Plan Framework
         Chapter 2 Products and Services Analysis
         Chapter 3 Situation Analysis
         Chapter 4 Target Markets
         Chapter 5 Marketing Objectives
         Chapter 6 Marketing Strategies
         Chapter 7 Marketing Mix
         Chapter 8 Implementation, Control and Evaluation

Part 2
         Developing Successful Sport Sponsorship Plans
         Chapter 1 Understanding Sport Sponsorship
         Chapter 2 Prospecting for Sponsors
         Chapter 3 Identifying Sponsor Needs
         Chapter 4 Olympic Sponsorship Opportunities
         Chapter 5 Individual Athlete Sponsorships
         Chapter 6 Financial Implications
         Chapter 7 Developing Successful Sport Sponsorship Plans
         Chapter 8 Securing Sponsorship Agreements
         Chapter 9 Managing Sport Sponsorships


                                             4
COURSE
OBJECTIVES:       At the completion of this course, you will be able to:
                   Define the basic terminology used in sport marketing.
                   Identify internal and external sources of marketing
                      information for use in the sport industry.
                   Correlate organizational goals and objectives with
                      marketing strategies in the sport industry.
                   Describe and evaluate specific sport marketing
                      programs that exist in the sport industry.
                   Describe and evaluate specific sponsorship programs
                      that exist in the sport industry.
                   Develop the sport marketing plan worksheets and a
                      sample sport marketing plan.
                   Develop the sport sponsorship worksheets and a sample
                      sport sponsorship proposal.
                   Describe how sport marketing can conjointly work with
                      the media.


REQUIRED TEXTS:   Stotlar, David K. (2005) Developing Successful Sport
                  Marketing Plans. 2nd ed. Fitness Information Technologies
                  Publisher.
                  Stotlar, David K. (2005) Developing Successful Sport
                  Sponsorship Plans. 2nd ed. Fitness Information
                  Technologies Publisher.


BIBLIOGRAPHY:     Additional references can be found at the end of each
                  chapter in the textbooks.

COURSE
REQUIREMENTS:
                     Market Research: Participate in a sport marketing
                      research project by attending a local sporting event and,
                      in conjunction with the organizers of the event, catalog
                      the event’s Title Sponsor and specific sponsorship
                      components (signage, program ads, PA announcements,
                      etc.) prior to the event. Then, during the event, survey
                      a minimum of 50 spectators/participants and inquire if
                      they are able to recall the Title Sponsor. Solicit and
                      tabulate information regarding which, if any, of the
                      sponsorship components can be recalled by the
                      spectators/participants. Complete a report for the event
                      organizers and provide a copy of the report for your
                      grade.



                                5
              Sport Marketing Articles: Xerox and highlight (with
               a highlight marker) five magazine or newspaper articles
               pertaining to some aspect of sport marketing. The
               articles must be from three different publications and
               must have been published in 2003 or after. The
               purpose of this assignment is to expand your reading in
               the field of sport marketing.

              Marketing Plan: Complete the marketing plan
               worksheets at the conclusion of each of the chapters in
               your text. Summarize them into a marketing plan that
               could be used to market an existing or new sport
               organization or enterprise.

              Sponsorship Plan: Complete the sponsorship plan
               worksheets at the conclusion of each of the chapters in
               your text. Summarize them into a sponsorship plan of
               no more than three pages that could be presented to a
               potential sponsor for an existing or new sporting event.

              Final Exam: When all of your projects have been
               submitted, you will need to complete a closed-book,
               proctored exam. The exam will be an essay-style final
               exam. See the final exam request form, located at the
               back of this syllabus, for information on securing an
               appropriate proctor and obtaining your exam.

GRADING:   This course is letter graded and determined as follows:
            5 Sport Marketing Articles assignment =            5%
            Marketing Research Assignment =                    15%
            Marketing Worksheets & Plan =                      30%
            Sponsorship Worksheets & Plan =                    25%
            Final Exam =                                       25%

           90 – 100% = A
           80 – 89% = B
           70 – 79% = C
           60 – 69% = D
           Below 60% = F




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