Course

Sport and Event Marketing

Faculty
Commerce & Business Administration
Department
Marketing
Course Code
MARK 3240
Credits
3.00
Semester Length
15 Weeks X 4 Hours per Week = 60 Hours
Max Class Size
35
Method(s) Of Instruction
Lecture
Seminar
Typically Offered
To be determined

Overview

Course Description
This course will introduce students to both the theory and practice associated with sport and event marketing within the context of integrated marketing communications. Sports and events cut through the advertising clutter, providing businesses and organizations with a powerful channel to meaningfully connect with consumers and influence their purchasing decisions. Classes will explore the sports industry, its expansion both in Canada and abroad, and use its most meaningful examples and case studies to illustrate its tactical and strategic benefits, opportunities and challenges for marketers. Students will be exposed to topics such as branding, promotions, sponsorship, licensing, ambush marketing, ticket sales, event planning, sports media, digital media, relationship marketing and experiential marketing, while also touching on related categories such as entertainment, nonprofit and tourism.
Course Content

The Special Nature of Sport Marketing

Strategic Marketing Management

Understanding the Sport Consumer

Market Research in the Sports Industry

Segmentation of the Sports Market

The Sport Product

Marketing through Sports

Managing Sport Brands

Sales and Service

Sponsorship, Corporate Partnerships, and the Role of Activation

Promotion and Paid Media

Public Relations and Social Media in Sports

Technology in Sports Marketing

Distribution Decisions and Facilities Management in Sports Marketing

Pricing Decisions in Sports Marketing

Legal Aspects of Sport Marketing

Emerging Issues and Opportunities in Sports Marketing

Learning Activities

A variety of pedagogical methods will be used in this course.  They will include: lectures, group and class discussions, case discussions and presentations, guest speakers, web analysis and audio-visuals.

Means of Assessment

Term Project                                                               20-30%

Case Study and/or Assignment                                     15-25%

Class Participation                                                        5-10%

Mid-Term                                                                   20-30%

Test(s)                                                                      10-20%

Total                                                                            100%

 

STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE AND ACHIEVE A MINIMUM AVERAGE GRADE OF AT LEAST 50 PERCENT ON ALL NON-GROUP PROJECT EVALUATIONS TO OBTAIN CREDIT FOR THE COURSE. 

Students may conduct research as part of their coursework in this class. Instructors for the course are responsible for ensuring that student research projects comply with College policies on ethical conduct for research involving humans, which can require obtaining Informed Consent from participants and getting the approval of the Douglas College Research Ethics Board prior to conducting the research.

Learning Outcomes

The student will be able to:

 

  1. Explain the theory and practice of sport and event marketing strategy;
  2. Distinguish and demonstrate the concepts of marketing through sports and marketing of sports products;
  3. Appreciate the role sport and event marketing can play in an organization’s integrated marketing communications plan;
  4. Summarize the principles of segmentation, targeting, positioning and competitive advantage for sport-related products;
  5. Compare different sport-related initiatives and illustrate their impact on sports fans and consumers in general;
  6. Explain the role of digital media and the application of new and emerging technologies in the context of sport and event marketing;
  7. Identify and analyze the marketing environment unique to various sports and special events;
  8. Understand the structure and effect of the sport industry in Canada and abroad;
  9. Integrate all phases of sport and event marketing into a strategic integrated sports marketing plan;
  10. Apply oral and written skills in project presentations.
Textbook Materials

Textbooks and Materials to be Purchased by Students

Textbook: Mullin, B. J., Hardy, S., & Sutton, W. A. Sport marketing. Champaign, IL: Human Kinetics. Latest edition or similar resource as approved by the Deparment.

Requisites

Prerequisites

MARK 1120

Corequisites

No

Equivalencies

Not Specified

Course Guidelines

Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester / year of the course, consider the previous version as the applicable version.

(Current)

Course Transfers

These are for current course guidelines only. For a full list of archived courses please see https://www.bctransferguide.ca

Institution Transfer Details for MARK 3240
Athabasca University (AU) AU MKTG 454 (3)
Camosun College (CAMO) CAMO SPMA 260 (3)
College of the Rockies (COTR) COTR MKTG 2XX (3)
Emily Carr University of Art & Design (EC) No credit
Kwantlen Polytechnic University (KPU) KPU MRKT 2XXX (3)
Northern Lights College (NLC) NLC MGMT 1XX (3)
Simon Fraser University (SFU) SFU BUS 2XX (3)
Thompson Rivers University (TRU) TRU MKTG 3XXX (3)
University Canada West (UCW) UCW MRKT 3XX (3)
University of Northern BC (UNBC) UNBC COMM 2XX (3)
University of Victoria (UVIC) UVIC COM 2XX (1.5)

Course Offerings

Winter 2025