Purpose of a Marketing Project in Activation of a Brand

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					                                        HSES 842 Sport Marketing

Professor:      Dr. Angela Lumpkin
Office:         146B Robinson
Telephone:      864-0778
E-mail:         alumpkin@ku.edu
Office Hours:   Tuesdays and Thursdays 8:30-10:45 am; Tuesdays 2:00-4:00 pm; also by
                appointment

Course Description
This course helps students gain a deeper understanding of sport marketing by examining in-depth the
sport marketing mix of product, price, place, and promotion as well as marketing strategy and marketing
research.

Course Objectives
1. Students, based on knowledge learned through readings and class discussions, will be able to describe
   and apply the fundamental principles of sport marketing to sport participation, sport products, and
   sport entertainment.
2. Students will be able to explain and apply the fundamental marketing concepts of product, price,
   place, and promotions to sport.
3. Students will be able to describe, analyze, and apply marketing research, strategy, and operations in
   actual sport settings.

Required Readings
There is no required textbook for this course. Students are responsible for all reading assignments (most
of available through Blackboard); others are available through the URL links provided on the course
syllabus or PowerPoint slides. Be sure and click on the latter portion of the link to access each article. Or,
you may have to cut and paste the URL into your browser to access each article. You can also access each
journal article by typing in the journal title using e-journals on the library web site and finding the specific
issue using a database.

Course Requirements
1. Reading assignments — Each of the assigned readings should be completed prior to the class in which
   it will be discussed. This will enable you to participate in the discussions about the content of each
   reading.
2. Four written assignments — with these task descriptions and grading rubrics (for a total of 100
   points). To assist in locating articles for these assignments Lea Currie from the University Libraries
   has developed a library guide for this course at http://guides.lib.ku.edu/HSES842. In analyzing each
   article, consider the following:
    What is the purpose or thesis statement of the article?
    What types of inferences, judgments, or assumptions are stated by the author?
    What types of information, data, concepts, or theories are provided by the author as evidence for
       the stated inferences, judgments, or assumptions?
    How does the author articulate a clear line of reasoning in explaining or describing alternative
       points of view as a basis for the arguments or conclusions presented by the author?
    What are the implications of the arguments or conclusions presented by the author?




                                                       1
 Paper #1 (25 points) Due on February 2
Task Description: Each student will read one article on marketing research and one article on data-
based marketing (other than the assigned readings) and write a two-page analysis about their
importance to sport marketing. Each article must be taken from a scholarly journal.
                       Exemplary Performance         Proficient Performance     Marginal Performance
   Meaning of        The paper describes clearly   The paper describes in       The paper fails to
    Marketing        and explicitly through a      general the meaning of       describe the meaning of
  Research and       thesis statement the meaning marketing research and        marketing research and
   Data-Based        of marketing research and     data-based marketing in the data-based marketing in
    Marketing        data-based marketing in the context of sports.             the context of sports.
     (4 points)      context of sports.
   Knowledge,        The paper provides specific The paper provides general     The paper fails to show
 Understanding, information about and              information about and two    evidence or to give
 and Application examples of knowledge,            or fewer examples of         examples of knowledge,
  of Marketing       understanding, and            knowledge, understanding,    understanding, and
  Research and       application of marketing      and application of marketing application of marketing
   Data-Based        research and data-based       research and data-based      research and data-based
    Marketing        marketing to sports.          marketing to sports.         marketing to sports.
     (8 points)
Critical Thinking The paper demonstrates           The paper demonstrates       The paper fails to
    about and        clear and specific evidence   mostly general statements    provide evidence of
   Inquiry into      of critical thinking about    about and some analysis into critical thinking about
    Marketing        and detailed inquiry and      the role of marketing        and analysis into the role
  Research and       analysis into the role of     research and data-based      of marketing research
   Data-Based        marketing research and data- marketing in sports.          and data-based
    Marketing        based marketing in sports.                                 marketing in sports.
     (8 points)
Organization and The paper is clearly              The paper is mostly well-    The paper is poorly
 Communication organized in a logical and          organized and includes       organized and includes
     (5 points)      sequential manner and         minimal language, grammar numerous language,
                     communicates effectively      and style mistakes.          grammar, and style
                     through proper language,                                   mistakes making
                     grammar, and style.                                        communication less than
                                                                                effective.
 Paper #2 (25 points) Due on March 9
Task Description: Each student will read one article each on product, place, price, and promotions
(other than the assigned readings) and write a four-page paper explaining how each component of
the marketing mix applies to sports. Each article must be taken from a scholarly journal.
                       Exemplary Performance         Proficient Performance     Marginal Performance
   Meaning of        The paper describes clearly   The paper describes in       The paper fails to
 Product, Place, and explicitly through a          general the meaning of       describe the meaning of
    Price, and       thesis statement the meaning product, place, price, and    product, place, price,
   Promotions        of product, place, price, and promotions in sport          and promotions in sport
     (4 points)      promotions in sport           marketing.                   marketing.
                     marketing.
   Knowledge,        The paper provides specific The paper provides general     The paper fails to show
 Understanding, information about and              information about and two    evidence or to give
 and Application examples of knowledge,            or fewer examples of         examples of knowledge,
    of Product,      understanding, and            knowledge, understanding,    understanding, and
                                                   2
Place, Price, and   application of product,          and application of product,  application of product,
  Promotions        place, price, and promotions     place, price, and promotions place, price, and
   (8 points)       in sport marketing.              in sport marketing.          promotions in sport
                                                                                  marketing.
Critical Thinking   The paper demonstrates           The paper demonstrates       The paper fails to
    about and       clear evidence of critical       mostly general statements    provide evidence of
  Inquiry into      thinking about and detailed      about and some analysis into critical thinking about
 Product, Place,    inquiry and analysis into the    the role of product, place,  and analysis into the role
    Price, and      role of product, place, price,   price, and promotions in     of product, place, price,
   Promotions       and promotions in sport          sport marketing.             and promotions in sport
    (8 points)      marketing.                                                    marketing.
Organization and    The paper is clearly             The paper is mostly well-    The paper is poorly
Communication       organized in a logical and       organized and includes       organized and includes
    (5 points)      sequential manner and            minimal language, grammar numerous language,
                    communicates effectively         and style mistakes.          grammar, and style
                    through proper language,                                      mistakes making
                    grammar, and style.                                           communication less than
                                                                                  effective.
 Paper #3 (25 points) Due on April 6
Task Description: Each student will read one article each on sport licensing, sponsorships, and
branding (other than the assigned readings) and write a three-page paper on the importance of
these to intercollegiate or professional sports. Each article must be taken from a scholarly journal.
                       Exemplary Performance          Proficient Performance     Marginal Performance
   Meaning of        The paper describes clearly    The paper describes in       The paper fails to
 Sport Licensing, and explicitly through a          general the meaning of sport describe the meaning of
  Sponsorships,      thesis statement the meaning licensing, sponsorships, and sport licensing,
  and Branding       of sport licensing,            branding in sport marketing. sponsorships, and
    (4 points)       sponsorships, and branding                                  branding in sport
                     in sport marketing.                                         marketing.
   Knowledge,        The paper provides specific The paper provides general      The paper fails to show
 Understanding, information about and               information about and two    evidence and give
 and Application examples of knowledge,             or fewer examples of         examples of knowledge,
     of Sport        understanding, and             knowledge, understanding,    understanding, and
    Licensing        application of sport           and application of sport     application of sport
  Sponsorships,      licensing, sponsorships, and licensing, sponsorships, and licensing, sponsorships,
  and Branding       branding to sport marketing. branding to sport marketing. and branding to sport
    (8 points)                                                                   marketing.
Critical Thinking The paper demonstrates            The paper demonstrates       The paper fails to
    about and        clear evidence of critical     mostly general statements    provide evidence of
   Inquiry into      thinking about and detailed    about and some analysis into critical thinking about
 Sport Licensing inquiry and analysis into the the role of sport licensing,      and analysis into the role
  Sponsorships,      role of sport licensing,       sponsorships, and branding   of sport licensing,
  and Branding       sponsorships, and branding     in sport marketing.          sponsorships, and
    (8 points)       in sport marketing.                                         branding in sport
                                                                                 marketing.
Organization and The paper is clearly               The paper is mostly well-    The paper is poorly
 Communication organized in a logical and           organized and includes       organized and includes
    (5 points)       sequential manner and          minimal language, grammar numerous language,
                     communicates effectively       and style mistakes.          grammar, and style
                                                     3
                     through proper language,                                      mistakes making
                     grammar, and style.                                           communication less than
                                                                                   effective.
 Paper #4 (25 points) Due on April 27
Task Description: Each student will read one article each on public relations, media relations, and
customer relations (other than the assigned readings) and write a three-page paper on the
relationship between these areas and successful sport marketing. Each article must be taken from a
scholarly journal.
                      Exemplary Performance         Proficient Performance      Marginal Performance
   Meaning of       The paper describes clearly   The paper describes in        The paper fails to
Public Relations, and explicitly through a        general the meaning of        describe the meaning of
Media Relations,    thesis statement the meaning public relations, media        public relations, media
  and Customer      of public relations, media    relations, and customer       relations, and customer
    Relations       relations, and customer       relations in sports.          relations in sports.
    (4 points)      relations in sports.
   Knowledge,       The paper provides specific The paper provides general      The paper fails to show
 Understanding, information about and             information about and two     evidence or to give
 and Application examples of knowledge,           or fewer examples of          examples of knowledge,
     of Public      understanding, and            knowledge, understanding,     understanding, and
Relations, Media application of public            and application of public     application of public
  Relations, and    relations, media relations,   relations, media relations,   relations, media
    Customer        and customer relations in     and customer relations in     relations, and customer
    Relations       sports.                       sports.                       relations in sports.
    (8 points)
Critical Thinking The paper demonstrates          The paper demonstrates        The paper fails to
    about and       clear evidence of critical    mostly general statements     provide evidence of
   Inquiry into     thinking about and detailed   about and some analysis into critical thinking about
Public Relations, inquiry and analysis into the the role of public relations,   and analysis into the role
Media Relations, role of public relations,        media relations, and          of public relations,
  and Customer      media relations, and          customer relations in sports. media relations, and
    Relations       customer relations in sports.                               customer relations in
    (8 points)                                                                  sports.
Organization and The paper is clearly             The paper is mostly well-     The paper is poorly
 Communication organized in a logical and         organized and includes        organized and includes
    (5 points)      sequential manner and         minimal language, grammar numerous language,
                    communicates effectively      and style mistakes.           grammar, and style
                    through proper language,                                    mistakes making
                    grammar, and style.                                         communication less than
                                                                                effective.

3. Group project — Self-select into groups of three or four and select one of the projects listed below:
   a. Option 1 — Marketing Research: Assume your group has been hired to develop and implement a
      marketing research project for a NCAA Division II institution that is considering moving into
      Division I. Specifically, you have been asked to design a process for the collection and analysis of
      data on the feasibility of this possible move and to provide recommendations based on the
      anticipated results.
   b. Option 2 — Data-Based Marketing: Assume your group has been hired by a Division III
      institution to develop a new data-based marketing system specifically for its athletic program. This
      data-based marketing system should help identify fans who have attended past games, market to
                                                    4
       prospective fans, and collect, manage, and utilize information to increase revenues.
   c. Option 3 — Sport Product Design and Promotion: Develop the concept for and design of a new
       sport product (not service). Describe the process for how this sport product would be designed.
       Develop and describe how this product would be introduced to and promoted in the marketplace.
   d. Option 4 — Sport Sponsorships: Assume your group has been hired by an international bank that
       is seeking to enter the United States to develop its new sport sponsorships plan. Develop a two-
       year plan that includes the strategic goals, the financial projections (do not forget activation), the
       desired benefits, and how you would evaluate the effectiveness of these sponsorships.
   e. Option 5 — Sport Branding: Assume you have been hired to develop and promote the brand for
       the new Tulsa team playing in the Women’s National Basketball Association and a ticket pricing
       structure for this new team. Describe the approach you would use including strategies to
       popularize this brand. Explain the linkage between the branding process and the ticket pricing
       structure for the 2010 season.
   f. Option 6 —A group can choose to design a project other than options 1-5. The group must
       develop a one-page prospectus that describes exactly what is planned, the scope of the planned
       work, and the anticipated outcomes of the project. Members of the group must discuss this project
       in general with the professor to receive prior approval to proceed with this project.
   Each group must develop an outline or plan for completing this group project, which must be
   submitted electronically to the profession no later than class on Tuesday, February 9 along with the
   names of the group members and the selected option. Each group will be required to write a fully
   developed paper as well as make a 15- to 20-minute presentation for a total of up to 200 points. Use
   these formats for citations. Book: Author. (date). Title. City, State: Publisher; Scholarly journal
   article: Author. (date). Title. Journal, Vol., page numbers; online citation other than an article in an
   electronic journal: provide the URL. One draft copy of the group project must be submitted (typed
   and double-spaced) during class on April 13. After receiving feedback on this draft, the group will
   make changes and improvements and submit the final paper in class and make a presentation on its
   project on May 4. Each person is expected to contribute approximately the same to the completion of
   the group project so he or she can receive the same grade as long as a satisfactory reflection piece is
   completed and there is not a significant disparity in the contributions of each member of the group. If,
   however, someone does not actively contribute, this person’s grade will be lowered. The scoring
   rubric for the group project paper and the scoring rubric for the oral presentation are provided below:
(120 – 140)  Detailed plan for the group project must be submitted in class by February 9
                Draft of entire paper submitted by April 13 and final paper by May 4
                Excellent information shared in a well-designed and clear presentation
                Final report comprehensively includes all of the requirements for the chosen project as
                  listed on the syllabus
                Is written in a clear and understandable manner that is appropriate for graduate
                  students’ level writing with few or no grammatical or spelling errors
(80 - 119)      Partial plan for the group project submitted in class by February 9
                Draft of paper with one or two incomplete section submitted by April 13 and final
                  paper by May 4
                Good information shared in an overall positive manner
                Final report includes most of the requirements for the chosen project as listed in the
                  syllabus
                In places the writing lacks clarity in the presentation of the information and contains a
                  few grammatical and spelling errors
(0 - 79)        Incomplete plan for the group project submitted after February 9
                Draft of entire paper with multiple incomplete sections submitted by April 13 and final
                  paper by May 4
                                                       5
                Average amount of information presented in an acceptable way
                Final report includes a brief overview with limited explanation of the importance of
                 what is presented
                Organizational the paper is difficult to follow and lacks clarity and contains numerous
                 grammatical or spelling errors

                                     Exemplary Performance on the Group Presentation
   Knowledge,             The presentation demonstrates a depth of understanding and critical analysis
   Inquiry, and            about the topic by using relevant and accurate detail.
  Understanding           The presentation shows a level of thoroughness in the research and exceeds
    (15 points)            the content that was presented in class or in the assigned readings.
  Communication           Each presenter effectively conveys information and research findings to the
    (15 points)            class.
                          Each presenter responds knowledgeably to questions.
 Use of visual aids       The presentation includes appropriate and easily understood visual aids that
    (15 points)            each presenter uses to enhance the effectiveness of the presentation.
 Presentation skills      Each presenter speaks clearly and loudly enough to be heard and uses eye
    (15 points)            contact, a lively tone, gestures, and body language to engage the class.

4. Class attendance and participation — Class attendance is a requirement. For every absence over one
   class (unless excused by the professor such as for sickness), your final grade will be lowered one-third
   of a letter grade (i.e., A to A- or B+ to B). If you miss more than three classes, you will receive an F in
   this course. Please be respectful of your classmates and professor by being on time for each class and
   staying for the entire class.
5. Examinations — There will be a take-home mid-term examination will be comprised of four out of
   six essay questions worth a total of 100 points. The comprehensive take-home final examination will
   be comprised of five out of eight essay questions worth a total of 200 points.

Grading: The grading scale is based on a total of 600 points (grades are not curved):
       A = 558-600 points B+ = 522-539 points C+ = 462-479 points D+ = 402-419 points
       A- = 540-557 points B = 498-521 points C = 438-461 points D = 378-401 points
                               B- = 480-497 points C- = 420-437 points F = below 378 points

Additional Information
1. Please place your name tent on your desk for each class so that the professor can more easily learn
   your name. Once all names are learned, you will no longer be required to display your name tent.
2. Cell phones and pagers must be turned off during class. No instant messaging is permitted during
   class. If you are using or holding your cell phone during class, it will be taken from you (and returned
   after class). Computers are permitted as long as they are used to facilitate your learning.
3. Please do not sit in the same seat during each class. Please do not sit beside the same classmates on a
   regular basis. In many classes, you will be asked to work with other students, so sitting in various
   seats will automatically change those with whom you work.
4. Students are expected to adhere to the highest standards of academic honesty, with academic integrity
   an expectation of this class. All student work must be completed individually, unless specified
   otherwise. Plagiarism occurs when a student uses or purchases papers or reports written by someone
   else, including downloading from the Web. It also occurs when a student utilizes the ideas of or
   information obtained from another person without giving credit to that person. Any time you quote
   from another person, you must give credit to this person by providing a complete citation for the
   source from which you quoted. This includes quoting from the book you will be reading. If plagiarism
                                                      6
   or another act of academic dishonesty, such as cheating on an examination, occurs, you will receive an
   F in this course.
5. If you have an identified special learning situation, please talk with your professor privately about any
   needed accommodations.

Course Outline
   Date             Topics                               Assigned Readings                       Due Dates for
                                                                                                 Assignments
January 19      Introduction to  Fullerton, S., & Merz, G. R. (2008). The four domains
                 Sport             of sports marketing: A conceptual framework. Sport
                 Marketing         Marketing Quarterly, 17(2), 90-108.
                                   http://www2.lib.ku.edu:2048/login?url=http://proquest.
                                   umi.com/pqdweb?did=1492612681&sid=1&Fmt=3&cli
                                   entId=42567&RQT=309&VName=PQD
January 26      Marketing        Dick, R. J., & Turner, B. A. (2007). Are fans and NBA
                 Research          marketing directors on the same page? A comparison of
                Data-Based        value of marketing techniques. Sport Marketing
                 Marketing         Quarterly, 16(3), 140-146.
                                   http://www2.lib.ku.edu:2048/login?url=http://proquest.
                                   umi.com/pqdweb?did=1327321571&sid=2&Fmt=3&cli
                                   entId=42567&RQT=309&VName=PQD
                                  Javalgi, R. G., Martin, C. L., & Young, R. B. (2006).
                                   Marketing research, market orientation and customer
                                   relationship management: A framework and
                                   implications for service providers. The Journal of
                                   Services Marketing, 20(1), 12-23.
                                   http://www2.lib.ku.edu:2048/login?url=http://proquest.
                                   umi.com/pqdweb?did=1032530001&sid=8&Fmt=4&cli
                                   entId=42567&RQT=309&VName=PQD
February 2      Market           Pan, D. W., & Baker, A. W. (2005). Factors, differential Paper #1 due
                 Segmentation,     market effects, and marketing strategies in the renewal
                 Targeting, and    of season tickets for intercollegiate football games.
                 Positioning       Journal of Sport Behavior, 28(4), 351-377.
                                   http://www2.lib.ku.edu:2048/login?url=http://proquest.
                                   umi.com/pqdweb?did=931626151&sid=9&Fmt=4&clie
                                   ntId=42567&RQT=309&VName=PQD
                                  Ross, S. D. (2007). Segmenting sport fans using brand
                                   associations: A cluster analysis. Sport Marketing
                                   Quarterly, 16(1), 15-24.
                                   http://www2.lib.ku.edu:2048/login?url=http://proquest.
                                   umi.com/pqdweb?did=1321025361&sid=3&Fmt=3&cli
                                   entId=42567&RQT=309&VName=PQD
February 9      Strategic Sport  Greenwell, T. C., Mahony, D. F., & Andrew, D. P. S.
                 Marketing         (2007). An examination of marketing resource
                 Management;       allocation in NCAA Division I athletics. Sport
                Marketing to      Marketing Quarterly, 16(2), 82-92.
                 the Sport         http://www2.lib.ku.edu:2048/login?url=http://proquest.
                 Participant and   umi.com/pqdweb?did=1328660051&sid=4&Fmt=3&cli
                 Consumer          entId=42567&RQT=309&VName=PQD
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                                Javalgi, R. G., Whipple, T. W., Ghosh, A. K., & Young,
                                 R. B. (2005). Market orientation, strategic flexibility,
                                 and performance: Implications for services providers.
                                 The Journal of Services Marketing, 19(4), 212-221.
                                 http://www2.lib.ku.edu:2048/login?URL=
                                 http://proquest.umi.com/pqdweb?index=0&did=910970
                                 351&SrchMode=2&sid=1&Fmt=6&VInst=PROD&VT
                                 ype=PQD&RQT=309&VName=PQD&TS=126023885
                                 2&clientId=42567
February 16    Products        Fink, J.S., Trail, G. T., & Anderson, D. F. (2002).
                                 Environmental factors associated with spectator
                                 attendance and sport consumption behavior: Gender and
                                 team differences. Sport Marketing Quarterly, 11(1), 8-
                                 19.
                                 http://www2.lib.ku.edu:2048/login?URL=http://search.
                                 ebscohost.com/login.aspx?direct=true&db=buh&AN=6
                                 394960&site=ehost-live
                                Funk, D. C., & James, J. (2001). The psychological
                                 continuum model: A conceptual framework for
                                 understanding an individual’s psychological connection
                                 to sport. Sport Management Review, 4(2), 119-150.
                                 http://www2.lib.ku.edu:2048/login?URL=http://search.
                                 ebscohost.com/login.aspx?direct=true&db=s3h&AN=S
                                 PHS-812627&site=ehost-live
                                Branch, D., Jr. (2008). The Charlotte Bobcats: (Re)
                                 launching a new (old) NBA franchise. Sport Marketing
                                 Quarterly, 17(1), 57-62.
                                 http://www2.lib.ku.edu:2048/login?url=http://proquest.
                                 umi.com/pqdweb?did=1453635441&sid=5&Fmt=3&cli
                                 entId=42567&RQT=309&VName=PQD
February 23    Place and       Schneider, R. G., & Bradish, C. L. (2006). Location,
                Distribution     location, location: The marketing of place and Super
                                 Bowl XL. Sport Marketing Quarterly, 15(4), 206-213.
                                 http://www2.lib.ku.edu:2048/login?URL=http://search.
                                 ebscohost.com/login.aspx?direct=true&db=buh&AN=2
                                 3851119&site=ehost-live
                                Shank, M. D., & Beasley, F. M. (2001). What do sports
                                 fans want in a new stadium: Results from Major League
                                 Baseball. Proceedings of the Academy Marketing
                                 Studies 6(2), 24-28.
                                 http://www2.lib.ku.edu:2048/login?URL=
                                 http://proquest.umi.com/pqdweb?index=0&did=156264
                                 8691&SrchMode=2&sid=3&Fmt=6&VInst=PROD&V
                                 Type=PQD&RQT=309&VName=PQD&TS=12602389
                                 29&clientId=42567




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March 2    Pricing       Coates, D., & Humphreys, B. R. (2007). Ticket prices,     Mid-term
                           concessions and attendance at professional sporting        Exam due
                           events. International Journal of Sport Finance, 2(3),      at the
                           161-170. http://www2.lib.ku.edu:2048/login?URL=            beginning
                           http://proquest.umi.com/pqdweb?index=0&did=132097          of class
                           6521&SrchMode=2&sid=5&Fmt=6&VInst=PROD&V
                           Type=PQD&RQT=309&VName=PQD&TS=12602390
                           05&clientId=42567
                          Garrow, L., Ferguson, M., Keskinocak, P., & Swann, J.
                           (2006). Expert opinions: Current pricing and revenue
                           management practice across U.S. industries. Journal of
                           Revenue and Pricing Management, 5(3), 237-247.
                           http://www2.lib.ku.edu:2048/login?URL=http://search.
                           ebscohost.com/login.aspx?direct=true&db=buh&AN=2
                           3235890&site=ehost-live
March 9    Promotions    Boyd, T. C., & Krehbiel, T. C. (2006). An analysis of     Paper #2
                           the effects of specific promotion types on attendance at   due
                           Major League Baseball games. Mid-American Journal
                           of Business, 21(2), 21-31.
                           http://www2.lib.ku.edu:2048/login?URL=
                           http://proquest.umi.com/pqdweb?index=0&did=114279
                           8771&SrchMode=2&sid=9&Fmt=6&VInst=PROD&V
                           Type=PQD&RQT=309&VName=PQD&TS=12602391
                           07&clientId=42567
                          Mascarenhas, O. A., Kesavan, R., & Bernacchi, M.
                           (2006). Lasting customer loyalty: A total customer
                           experience approach. The Journal of Consumer
                           Marketing, 23(7), 397-405.
                           http://www2.lib.ku.edu:2048/login?url=http://proquest.
                           umi.com/pqdweb?did=1160873851&sid=10&Fmt=3&c
                           lientId=42567&RQT=309&VName=PQD
                          O’Reilly, N., Lyberger, M., McCarthy, L., Seguin, B.,
                           & Nadeau, J. (2008). Mega-special-event promotions
                           and intent to purchase: A longitudinal analysis of the
                           Super Bowl. Journal of Sport Management, 22(4), 392-
                           409.
                           http://www2.lib.ku.edu:2048/login?URL=http://search.
                           ebscohost.com/login.aspx?direct=true&db=s3h&AN=3
                           3194961&site=ehost-live
                          Turley, L. W., & Shannon, J. R. (2000). The impact and
                           effectiveness of advertisements in a sports arena.
                           Journal of Services Marketing, 14(4), 323-331.
                           http://www2.lib.ku.edu:2048/login?url=http://proquest.
                           umi.com/pqdweb?did=115921714&sid=11&Fmt=3&cli
                           entId=42567&RQT=309&VName=PQD




                                         9
March 23    Sport           Baubauer, D. (2005). Legal responses to the challenges
             Licensing        of sports patents. Harvard Journal of Law and
                              Technology, 18(2), 401-433.
                              http://www2.lib.ku.edu:2048/login?URL=http://heinonl
                              ine.org/HOL/Page?handle=hein.journals/hjlt18&id=1&
                              size=2&collection=journals&index=journals/hjlt
                             Moorman, A. M, & Hambrick, M. E. (2009). To license
                              or not to license: That is the question for professional
                              sport leagues and the NCAA. Sport Marketing
                              Quarterly, 18(3), 160-164.
                              http://www2.lib.ku.edu:2048/login?url=http://proquest.
                              umi.com/pqdweb?did=1857893221&sid=6&Fmt=3&cli
                              entId=42567&RQT=309&VName=PQD
March 30    Sport           Cornwell, T. B., Pruitt, S. W., & Clark, J. M. (2005).
             Sponsorships     The relationship between major-league sports’ official
                              sponsorship announcements and the stock prices of
                              sponsoring firms. Academy of Marketing Science
                              Journal, 33(4), 401-412.
                              http://www2.lib.ku.edu:2048/login?url=http://proquest.
                              umi.com/pqdweb?did=902401371&sid=12&Fmt=4&cli
                              entId=42567&RQT=309&VName=PQD
                             Farrelly, F. Quester, P., & Greyser, S. A. (2005).
                              Defending the co-branding benefits of sponsorship B2B
                              partnerships: The case of ambush marketing. Journal of
                              Advertising Research, 45(3), 339-348.
                              http://www2.lib.ku.edu:2048/login?URL=http://search.
                              ebscohost.com/login.aspx?direct=true&db=buh&AN=2
                              0196496&site=ehost-live
                             Kent, A., & Campbell, R. M., Jr. (2007). An
                              introduction to freeloading: Campus-area ambush
                              marketing. Sport Marketing Quarterly, 16(2), 118-122.
                              http://www2.lib.ku.edu:2048/login?url=http://proquest.
                              umi.com/pqdweb?did=1328660091&sid=4&Fmt=3&cli
                              entId=42567&RQT=309&VName=PQD
                             Slattery, J., & Pitts, B. G. (2002). Corporate
                              sponsorship and season ticket holder attendees: An
                              evaluation of changes in recall over the course of one
                              American collegiate football season. International
                              Journal of Sports Marketing and Sponsorship, 4(2),
                              151-174.
                              http://www2.lib.ku.edu:2048/login?URL=http://search.
                              ebscohost.com/login.aspx?direct=true&db=s3h&AN=S
                              PHS-833487&site=ehost-live
April 6     Branding        Apostolopoulou, A. (2002). Brand extensions by U.S.      Paper #3 due
                              professional sport teams: Motivations and keys to
                              success. Sport Marketing Quarterly, 11(4), 205-214.
                              http://www2.lib.ku.edu:2048/login?URL=http://search.
                              ebscohost.com/login.aspx?direct=true&db=buh&AN=8
                              680307&site=ehost-live
                                            10
                             Gladden, J. M., & Funk, D. C. (2001). Understanding
                              brand loyalty in professional sport: Examining the link
                              between brand associations and brand loyalty.
                              International Journal of Sports Marketing and
                              Sponsorship, 3(1), 67-95.
                              http://www2.lib.ku.edu:2048/login?URL=
                              http://galenet.galegroup.com/servlet/BCRC?srchtp=adv
                              &c=1&ste=31&tbst=tsVS&tab=2&aca=nwmg&bConts
                              =2&RNN=A89636705&docNum=A89636705&locID=
                              ksstate_ukans
                             Gladden, J. M., Irwin, R. L., & Sutton, W. A. (2001).
                              Managing North American major professional sport
                              teams in the new millennium: A focus on building
                              brand equity. Journal of Sport Management, 15(4),
                              297-317.
                              http://www2.lib.ku.edu:2048/login?URL=http://search.
                              ebscohost.com/login.aspx?direct=true&db=s3h&AN=S
                              PHS-794164&site=ehost-live
                             Keller, K. L. (1993). Conceptualizing, measuring, and
                              managing customer-based brand equity. Journal of
                              Marketing, 57(1), 1-21.
                              http://www2.lib.ku.edu:2048/login?URL=
                              http://proquest.umi.com/pqdweb?index=0&did=585174
                              &SrchMode=2&sid=1&Fmt=6&VInst=PROD&VType
                              =PQD&RQT=309&VName=PQD&TS=1260240341&
                              clientId=42567
April 13    Venue and       Danylchuk, K. E., & MacIntosh, E. (2009). Food and
             Event            non-alcoholic sponsorship of sporting events: The link
             Marketing        to the obesity issue. Sport Marketing Quarterly, 18(2),
                              69-80.
                              http://www2.lib.ku.edu:2048/login?url=http://proquest.
                              umi.com/pqdweb?did=1749471791&sid=7&Fmt=3&cli
                              entId=42567&RQT=309&VName=PQD
                             McKelvey, S., & Grady, J. (2008). Sponsorship
                              program protection strategies for special sport events:
                              are event organizers outmaneuvering ambush
                              marketers? Journal of Sport Management, 22(5), 550-
                              586.
                              http://www2.lib.ku.edu:2048/login?URL=http://search.
                              ebscohost.com/login.aspx?direct=true&db=s3h&AN=3
                              4035060&site=ehost-live
April 20    Global Sport    Barez, A., Manion, M. T., Schoepfer, K. L., & Cherian,
             Marketing        J. (2007). Global cases of effective sports sponsorship:
                              An exploration of a new communications model.
                              Innovative Marketing, 3(3), 69-77.
                              http://www2.lib.ku.edu:2048/login?url=http://proquest.
                              umi.com/pqdweb?did=1350749461&sid=13&Fmt=4&c
                              lientId=42567&RQT=309&VName=PQD


                                            11
                               Larmer, B. (2005, September/October). The center of
                                the world. Foreign Policy, 150, 66-74.
                                http://www2.lib.ku.edu:2048/login?URL=
                                http://proquest.umi.com/pqdweb?index=0&did=888792
                                191&SrchMode=2&sid=7&Fmt=6&VInst=PROD&VT
                                ype=PQD&RQT=309&VName=PQD&TS=126024067
                                8&clientId=42567
April 27    Public            Bernthal, M. J., & Regan, T. H. (2001). NASCAR’s         Paper # 4 due
             Relations,         ―customer gap‖: Are fans’ perceptions keeping up with
             Media              their expectations? Sport Marketing Quarterly, 10(4),
             Relations, and     193-201.
             Customer           http://www2.lib.ku.edu:2048/login?URL=http://search.
             Relations          ebscohost.com/login.aspx?direct=true&db=buh&AN=5
                                846536&site=ehost-live
                               Covell, D. (2008). The Lowell Spinners and the Yankee
                                Elimination Project: A case study consideration of
                                linking community relations and sponsorship. Sport
                                Marketing Quarterly, 17(2), 122-126.
                                http://www2.lib.ku.edu:2048/login?url=http://proquest.
                                umi.com/pqdweb?did=1492612701&sid=1&Fmt=3&cli
                                entId=42567&RQT=309&VName=PQD
                               Mason, K. (2005). How corporate sport sponsorship
                                impacts consumer behavior. Journal of American
                                Academy of Business, 7(1), 32-35.
                                http://www2.lib.ku.edu:2048/login?URL=http://search.
                                ebscohost.com/login.aspx?direct=true&db=buh&AN=1
                                7320039&site=ehost-live
                               Tsiotsou, R. (2007). An empirically based typology of
                                intercollegiate athletic donors: High and low motivation
                                scenarios. Journal of Targeting, Measurement and
                                Analysis for Marketing, 15(2), 79-92.
                                http://www2.lib.ku.edu:2048/login?url=http://proquest.
                                umi.com/pqdweb?did=1270333231&sid=1&Fmt=3&cli
                                entId=42567&RQT=309&VName=PQD
May 4                         Presentations of group projects
May 11      Final
             Examination
             4:30 – 7:00
             pm




                                              12

				
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