1. Sports Marketing
Instructor: Dr. Scott Anderson
Office: School of Business; 712-749-2411
The course is designed to introduce students to the world of sports marketing, including event
marketing and management, strategic planning, hospitality and protocol, negotiations and
contracts, celebrity sponsorships, and media choices. The text will act as a guide for completing a
strategic market analysis for a major sport or event of interest to each three-person team.
At the conclusion of this course, the student should be able to:
1. Demonstrate an understanding of the sports marketing mix (product, price, promotion, and
2. Articulate the components of the strategic sports marketing process (planning, implementing,
controlling, SWOT, and STP (segmenting, targeting, and positioning).
3. Develop an understanding of the sport stakeholders and their many diverse interests.
4. Explain why sports marketing, like competitive sport, is based on contingency strategies.
Attendance is required. If a student is to be absent from class, the student must notify the
professor prior to class. Students may use email or call ext. 2411 anytime to leave a message
for the professor. More than three unexcused absences will negatively affect the final grade.
Absences due to illness will be excused with an email note from the school nurse.
Participation is essential and will contribute to your final grade.
Three exams will cover the topics found in the text as well as those presented by the professor
and fellow students.
The homework assignments are designed to help you complete your major project. Throughout
the semester you will hand in and present various portions of your project based on the
research you’ve conducted. You may use all available sources to gather information for each
section of your analysis; however, you must document all of your sources. Resources may
include ESPN, FOX Sports Net, Sports Business Journal, Sports Illustrated, Sports Market
Place Directory, Sport Marketing Quarterly, or any related source.
Three-person teams will present a chapter from a supplemental sports marketing textbook.
These textbooks will be chosen during the first week of the course and presented early in the
semester. Each team will complete a PowerPoint presentation and a handout for the class
regarding the covered material. The following chapters are being used for spring, 2005.
2. 1. Brooks, Sports Marketing: Competitive Business Strategies for Sports; 1994, Prentice-
Hall, New Jersey. Chaper 13 Analyzing Competitive Forces.
2. Covell, Walker, Siciliano, and Hess, Managing Sports Organizations: Responsibility
for Performance; 2003, Thompson Learning, Canada. Chapter 3 IT Management and
3. Graham, Goldblatt, and Delpy; The Ultimate Guide to Sport Event Management and
Marketing; 1995, Irwin, USA. Chapter 4 Hospitality and Protocol in Sports.
4. Irwin, Sutton, and McCarthy; Sport Promotion and Sales Management; 2002, Human
Kinetics, Champaign, IL. Chapter 5 Effective Direct Sales Techniques for Sport
5. Leeds and von Allmen; The Economics of Sports; 2002, Addison/Wesley. Chapter 5
The Public Finance of Sports: The Market for Sports Franchises
6. Mullin, Hardy, and Sutton; Sport Marketing, 2nd Ed.; 2000, Human Kinetics,
Champaign, IL. Chapter 8 Licensed and Branded Merchandise and Chapter 10
7. Pitts and Stotlar; Fundamentals of Sport Marketing; 2002, Fitness Information
Technology, Inc., Morgantown, WV. Chapter 2 Historical Eras in Sport Marketing.
8. Rein, Kotler, and Shields; The Elusive Fan, Reinventing Sports in a Crowed
Marketplace; 2006, McGraw-Hill, New York, NY. Chapter 4 Reinventing the Sports
9. Schaaf; Sports Marketing: It’s Not Just a Game Anymore; 1995, Prometheus Books,
Amherst, NY. Chapter 9 Sporting Goods and Lifestyle Marketing.
10. Schlossberg; Sports Marketing; 1996, Blackwell Publishers, Cambridge MA. Chapter 6
Auto and Other Racing.
Major Project – Market Analysis
A significant portion of the students’ final grade will be based on the development of a market
analysis for a specific sport or sporting event. The textbook may be used as a guide for
completing the project. You will be required to hand in and present various sections of your
major paper as homework assignments during the semester. The instructor will provide
guidelines, and the students are expected to spend considerable time and effort locating,
documenting, and presenting the results of their findings.
Guidelines – You may tackle an entire sport at the professional or collegiate level or you may
look at a single major sporting event. The goal of the major project is to make you an expert in
your chosen sport or event. The initial priority for the project is to develop your table of
contents which will guide you in completing the major components of your plan. The
components of a typical sport market analysis could include:
1. Executive Summary 5. The Industry/Sport
2. Table of Contents 6. The Product/Team(s)
3. Background/history of the 7. The Competition (and SWOT)
sport/event 8. Image Assessment
4. The Market/Consumers
3. 9. Promotion, Pricing, and c. Ticket sales
Distribution 10. Hospitality/Customer Relationship
a. Advertising & PR Management
b. Sponsorship sales
Please be aware that plagiarism is not acceptable. Document all sources and develop your own
market analysis. See the course calendar for due dates.
Final grades will be based upon the following schedule:
Exams (3 X 100 pts) 300
Homework (4 X 50 pts) 200
Major Project 100
Chapter Presentation 100
Group Participation 50
In-class Participation 50
Total 850 points possible
Grading, based on percentage of total points, will be as follows:
A (H) 90%+
B (P) 80%+
C (P) 70%+
D (NC) 60%+
F (NC) Below 60%
Cheating of any type will not be tolerated and will result in an automatic F for the course.
Please notify me immediately if you have any type of disability that might impair your learning
and we will make any possible accommodation.
I reserve the right to change the syllabus or schedule during the semester. It is your
responsibility to be in class and to be aware of any changes.
Buena Vista University, Harold Walter Siebens School of Business
Statement on Expectations Concerning Academic Rigor
Academic rigor means the consistent expectation of excellence and the aspiration to significant
achievement. It is specifically because we care so much for our students and their future that we
require them to meet the highest expectations of academic achievement and growth. Our graduates
will encounter increasing career competition from all corners of the world. As faculty it is our job to
provide students with academic and other developmental challenges, along with sufficient support, to
create an environment in which students internalize and embrace these expectations. Students need to
take advantage of these opportunities. Doing so will enable our graduates to thrive in a global
marketplace and lead meaningful lives.
4. Academic rigor pertains to standards of excellence to which we hold both faculty and students.
Faculty who employ academic rigor serve as role models for students, inspiring them to strive for and
value excellence, achievement, and growth, by:
• Designing curricula that are modern, internally consistent, and focused on preparing graduates
• Establishing high standards and expectations, communicating them effectively, and
demonstrating them through challenging coursework and well-prepared and well-executed
• Fully involving students in the learning experience by encouraging thoughtful discussion,
collaboration, and active learning, as appropriate.
• Providing opportunities for student-faculty interaction in and out of class and encouraging
students to take advantage of these occasions.
• Employing strategies that acknowledge diverse methods of learning and that expand student
capabilities across various learning styles, while maintaining consistently high expectations for
• Making it clear that successful full-time study requires full-time work, and designing
substantive and appropriate learning experiences that require that level of effort.
An academically rigorous education requires an attitude and lifestyle conducive to achieving
excellence. Students fully realize the benefits of academic rigor by:
• Accepting complete and ongoing responsibility for learning and for grades earned.
• Coming to every class sufficiently prepared to participate and learn, approaching assignments
with the goal of learning the material, and using technology in a manner consistent with
achieving the course learning objectives.
• Conducting themselves honorably and treating professors, classmates, and the classroom
environment with complete respect.
• Taking advantage of all opportunities to learn, including interaction with faculty both in and
out of class.
• Maintaining an open mind and willingness to master new learning styles when encountering
diverse teaching and learning methodologies.
5. • Approaching each class in a professional manner, treating full-time study as the equivalent of
full-time employment, and determining exactly what is expected and required in each
class...then doing it.
ACCOMMODATIONS: According to ADA Law, Buena Vista University provides reasonable
appropriate accommodations through an organized process. Students are responsible to
advocate for themselves and to provide adequate documentation. Students requesting
accommodations must follow this process. Contact Donna Musel, Director of the Center
for Academic Excellence (CAE) and go to
http://www.bvu.edu/departments/academicaffairs/cae/studentaccommodations_sl.asp to download