Texas A&M University-Commerce Health and Human Performance. HHPS 525 Marketing & Public Relation in Sport Spring 2015 COURSE DESCRIPTION

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1 Texas A&M University-Commerce Health and Human Performance HHPS 525 Marketing & Public Relation in Sport Spring 2015 Instructor: Dr. Sangkwon Lee Office: Field House Phone: COURSE DESCRIPTION Class Times Office Hours Online TR 9:15-11:00 pm 1:45-2:15 pm or by appointment The course is designed to provide the student with analysis of marketing from a manager s perspective as it may relate to the sport, recreation, tourism, and entertainment industries. The course provides an introduction to the marketing of sport, entertainment and recreation products and services, teams, and programs. Emphasis of instruction is on marketing theories, strategies, tactics and developments in sport delivery systems. The course will examine marketing practices and operations in a variety of sectors as they relate to consumption behavior. LEARNING OUTCOMES 1. Define fundamental terminology used in marketing applications. 2. Identify internal and external sources of marketing information. 3. Integrate the components of strategic market planning including the correlation of organizational mission, goals and objectives with marketing strategies. 4. Provide an overview of market strategies and analyses applicable to sport and recreation enterprises. 5. Demonstrate an understanding of market research applicable to numerous sport settings. 6. Provide opportunities for students to implement and develop an understanding of the practical importance of integrating marketing strategies, assessing consumer identification patterns and implementing marketing programs related to the application of sport. 7. Conduct basic market research and develop a marketing plan. TEXTBOOKS Required: Sport Marketing: A Strategic Perspective, 5th Edition (2014). Shank & Lyberger Routledge. Recommended: Sports Economics, 3rd Edition (2010). Fort, R. D., Prentice Hall. COURSE OUTLINE (subject to change) 1

2 Week 1: Jan An Overview of the Sports Industry Chapter 1 Strategic Sports Marketing: Basic Marketing Principles Chapter 1, 2 Fullerton, S. & Merz, R. (2008). The four domains of sports marketing: A conceptual framework, Sport Marketing Quarterly, 17, Week 2: Jan Strategic Sports Marketing: Sports Marketing Theory Chapter 2 Chalip, L. & Leyns, A. (2002). Local business leveraging of a sports event: Managing an event for economic benefit, Journal of Sport Management, 16(2). Week 3: Feb. 2-6 Marketing Research Process Chapter 3 Frisby, W. (2005). The Good, the Bad, and the Ugly: Critical Sport Management Research, Journal of Sport Management, 19(1). Marketing Research Process Chapter 3 Quarterman, J., Pitts, B. G. Jackson, Jr. E. N., Kim, K., & Kim, J. (2005). Statistical data analysis techniques employed in Sport Marketing Quarterly: 1992 to 2004., Sport Marketing Quarterly, 14(4), Week 4: Feb Understanding Consumers (Participants) Chapter 4 Vail, S. E. (2007). Community development and sport participation, Journal of Sport Management, 21(4). Understanding Consumers (Spectators) Chapter 5 DeSchriver, T. D. & Jensen, P. E. (2002). Determinants of spectator attendance at 2

3 NCAA Division II football contests, Journal of Sport Management, 16(4). Trail, G. T., Fink, J. S., & Anderson, D. F. (2003). Sport spectator consumption behavior. Sport Marketing Quarterly, 12, Week 5: Feb Segmentation Chapter 6 Robinson, M. J. & Trail, G. T. (2005). Relationships among spectator gender, motives, points of attachment, and sport preference, Journal of Sport Management, 19(1). Rohm, A, J. Milne, G. R. & McDonald, M. A. (2006). A mixed-method approach for developing market segmentation typologies in the sports industry, Sport Marketing Quarterly, 15(1), Target Market Chapter 6 McDaniel, S. (2002). An exploration of audience demographics, personal values, and lifestyle: Influences on viewing network coverage of the 1996 Summer Olympic Games, Journal of Sport Management, 16(2). Week 6: Feb Positioning Chapter 6 Roy, D. P., Graeff, T. R., & Harmon, S. K. (2008). Repositioning a university through NCAA Division I-A football membership, Journal of Sport Management, 22(1), Week 7: Mar. 2-6 Mid-term Exam Week 8: Mar Product Concepts Chapter 7 DeSchriver, T. D. (2007). Much Adieu about Freddy: Freddy Adu and attendance in Major League Soccer, Journal of Sport Management, 21(3). Product Management Chapter 8 Ross, S. D. (2006). A conceptual framework for understanding spectator-based brand equity, Journal of Sport Management, 20(1). 3

4 Week 9: Mar Spring Break Week 10: Mar Demand & Supply Theory in Sports Pricing Chapter 12 Lera-López, F. & Rapún-Gárate, M. (2007). The demand for sport: Sport consumption and participation models, Journal of Sport Management, 21(1). Pricing Concepts Chapter 12 Johnson, B. K., Mondello, M. J. & Whitehead, J. C. (2007). The value of public goods generated by a National Football League team, Journal of Sport Management, 21(1). Week 11: Mar. 30 Apr. 3 Pricing Strategies/Techniques Chapter 12 Rascher, D. A., McEvoy, C. D., Nagel, M. S., & Brown, M. T. (2007). Variable ticket pricing in Major League Baseball, Journal of Sport Management, 21(3). Week 12: Apr Promotion Concepts Chapter 9 Promotion Mix Elements Chapter 10 Week 13: Apr Promotion Mix Elements Chapter 10 Sponsorship / Endorsement Chapter 11 Shaw, S. & Amis, J. (2001). Image and investment: Sponsorship and women's Sport, Journal of Sport Management, 15(3). Crompton, J. L. (2004). Sponsorship ambushing in sport. Managing Leisure, 9 (January), 4

5 1-12. Week 14: Apr Distribution Rascher, D. & Rascher, H. (2004). NBA expansion and relocation: A viability study of various cities, Journal of Sport Management, 18(3). Implementation Chapter 13 Week 15: Apr. 27 May 1 Control Chapter 13 Week 16: May 4-8 Exam Review Finals Week: May Final Exam ADA STATEMENT The Americans with Disabilities Act (ADA) is a federal anti-discrimination statue that provides comprehensive civil rights protection for persons with disabilities. Among other things, this legislation requires that all students with disabilities be guaranteed a learning environment that provides for reasonable accommodation of their disabilities. Students requesting accommodations for disabilities must contact the Director of Disability Resources and Services, Gee Library, Room 132, STUDENT CONDUCT A&M-Commerce will comply in the classroom, and in online courses, with all federal and state laws prohibiting discrimination and related retaliation on the basis of race, color, religion, sex, national origin, disability, age, genetic information or veteran status. Further, an environment free from discrimination on the basis of sexual orientation, gender identity, or gender expression will be maintained. CHEATING AND PLAGIARISM Please refer to the published university guidelines, and make sure that you understand them, for they will be enforced. 5

6 COURSE ASSIGNMENTS Assignments are expected to be submitted on the assigned due date. Late work will face a deduction of 10% per day, until completes. All assignments MUST follow this format: Typed, using 12 point font, Times New Roman Double spaced, 1 inch margins Include a cover sheet with your name, the name of the assignment, the class (HHPS 525) and the date Paper should not exceed page length requirements 1. Weekly Assignment Each student will be required to complete weekly assignments. Detailed instructions will be provided each week. 2. Marketing Plan (Due: May 1) Each student will be required to complete the development of a strategic marketing plan. Components will include but are not limited to: a strategic definition; the cited use, development and potential implementation of a survey instrument; segmentation, targeting, positioning strategies; and market mix; implementation and control strategies. In addition, each student may be REQUIRED to participate in practical applications of market strategies as part of the class. This plan will be pages in length. 2. Research Paper (Due: May 8) Students are required to write a research paper aiming to submit to the sports finance/sports economics journals or to the national conferences. Students will be focusing on marketing or public relation issues in the sport or recreation industry. Project is expected to be submitted on the assigned due date. Late work will face a deduction of 10% per day, until completes. o Proposal submission: February 27, 2015 o Paper submission: April 29, 2014 EXAMINATION Two exams will be given during this semester. The midterm exam will be worth points and the final exam will be worth points. Exams will cover (but not be limited to) material lectured on, the textbook, and additional readings assigned. The exams will consist of a variety of types of questions, such as, for example, calculation problems, short answer questions, short case analysis, multiple choice questions, etc. If you know in advance that you will be unable to take the exam on the scheduled day, please see the instructor at least one week before the exam is administered. See class schedule for dates. COURSE EVALUATION 6

7 Grades Point Distribution A B C D F Weekly Assignment (10 X 10 points) Marketing Plan Paper Research Paper Midterm Exam Final Exam Total