Business Management MKT 829 International Sport Marketing

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1 Business Management MKT 829 International Sport Marketing INSTRUCTOR INFORMATION Name: Fernando E. Pardo Office Telephone Number: , ext Address: Office Location: TRS Consultation Hours: As posted on the Blackboard site. Office hours for weeks 1-6 are by appointment only. Please me at the address above to schedule a time during posted office hours. Weeks 7-12, I will have posted hours via blackboard. COURSE INFORMATION Pre-requisites and/or Exclusions: MKT 100 or Direct Entry Posting of Grades and Feedback on Work: Grades on assignments and tests will be posted on the Blackboard site for the course. All assignments submitted for grading will be handed back within three weeks, except for the final assignment which will be available for pick-up after official final grades are available. Communication: Students must use the address listed above to communicate with the instructor. s and Blackboard bulletin board postings sent Monday to Friday will be answered within 48 hours. In the subject heading insert: MKT829. Students are required to activate and maintain a Ryerson Matrix account. This shall be the official means by which you will receive university communications. Faculty will not respond to student enquiries from any other address. See Pol# 157 found at for further information on this issue. GENERAL COURSE QUESTIONS: Students are always encouraged to use class time or Office hours to ask questions about the course readings, assignments, tests, project, etc. However, in certain instances students may chose to submit an electronic question. Students must use the General Course Questions discussion board as the method of asking questions electronically. Include a brief question in the reply to posting Subject line. Feel free to elaborate on your question in the textbox provided. General course questions sent to the course address will not be answered. You will be redirected to post the question on the discussion board above. General Course Questions discussion board postings posted Monday to Friday will generally be answered within 48 hours. Winter 2011, MKT829 Page 1

2 CALENDAR COURSE DESCRIPTION This course exposes students to the growing field of sport marketing with particular focus on acquainting marketing majors, marketing minors and interested students from related fields (e.g. fashion, retail, hospitality and tourism, etc.) with the theory and practice of marketing specific to sport organizations. The course adopts an applied approach and emphasizes both professional and Olympic sport, focusing on the practical application of theory. Topics include sport agents, marketing world sporting events, financing, marketing sport facilities, ambush marketing, events sponsorship, and anti-doping. COURSE OVERVIEW Learning Goals Learning Objectives Assurances of Learning Performance to be Assessment (s) that demonstrated in specific correspond to the terms learning objective. Core learning goals for all courses in the Faculty of Business Communications: Expresses ideas (orally and in writing) effectively, and conveys information appropriately and accurately including the use of the range of media that are widely used in business. Ethical understanding and reasoning Recognize and analyze ethical problems and choose and defend resolutions for practical solutions that occur in organizational environments. Analytical skills Relate and compare data from different sources, identifying issues, securing relevant information and identifying relationships. Multicultural and Diversity Demonstrate self-awareness, sensitivity and openness to diversity in terms of people, cultures, business and management issues. Students will participate effectively in case discussions in class. Students will submit appropriate written responses to questions related to sport marketing cases. Students will discuss the ethical dilemmas faced by specific companies in class case discussions Students will synthesize information from other sources to contribute to class case discussions, to answer questions for hand-in assignments, and to answer application questions on multiple-choice tests. Students will demonstrate sensitivity to multicultural issues related to both the companies under discussion in classroom discussions and assignments hand-ins as well Hand-in assessments Multiple choice Hand-in assignments Multiple choice Hand-in assignments Winter 2011, MKT829 Page 2

3 Critical and reflective thinking Identify assumptions, evaluate statements in terms of evidence, detect false logic or reasoning, identify implicit values, define terms adequately and generalize appropriately. Problem solving Identify, formulate and solve business problems using appropriate quantitative and qualitative skills including creating, evaluating and assessing a range of options, and having the capability to apply ideas and knowledge to a range of situations. Ethical and legal responsibility Develop a personal philosophy about ethical issues and behaviour. Financial theories and analysis Understand basic financial terminology used in organizations and be able to construct and maintain basic financial records. Creation of value through integrated production Understand how to organize component elements and functions. Demonstrate relevant knowledge and understanding of organizations, the external environment in which they operate, how they are managed, and the future of organizations. Group and individual dynamics Demonstrate effective selfmanagement in terms of time planning, behavior, motivation, self- as their fellow classmates. Students will reflect on their assumptions and the evidence presented through class case discussions and hand-in assignments. Students will work through the solutions to common sport marketing problems using marketing theory and concepts through case discussions. Students will develop an understanding of why ethical behaviour is important when making marketing decisions and developing marketing strategies through classroom discussions. Students will develop an understanding of the importance of the financial aspects of marketing and will develop fundamental marketing math skills Students will understand the value chain, its role marketing strategy and the impact of the external environment on marketing decisions through case discussions. Students will work in groups on the hand-in assignments and during in-class application exercises. Hand-in assignments Hand-in assignments Multiple choice Hand-in assignment Multiple choice Hand-in assignments, Multiple choice Participation grade Hand-in assignments Winter 2011, MKT829 Page 3

4 starting, individual initiative and enterprise. Demonstrate the use of interpersonal skills, such as effective listening, negotiating, persuasion and presentation. Perform effectively within a heterogeneous team environment and demonstrate leadership, team building, influencing and project management skills. Social and economic context of business Understand the economics of business and the business benefits and social and commercial realities from all stakeholder perspectives. Marketing Theory Understand the 4P s of marketing and the underlying theories of marketing and market forces. This course has four overarching objectives: Students will expand their view of business through case discussions and application exercises. Specialized program goals for Marketing Majors Students will use marketing theory to answer questions related to cases and other applications. Participation grade 1. Expose the understanding of sport marketing theory, and applied knowledge 2. How theory can assist in the understanding of the sport marketing industry. 3. Develop and enhance the student s critical thinking. 4. Having fun while learning. Upon completion of MKT 829, you should be able to: Hand-in assignments, Multiple choice 1. Discuss key sport marketing theories and concepts such as: the unique elements of the sport product, sport consumer behavior, brand management in sport, sport relationship marketing, sport sponsorship, and sport promotion. 2. Apply sport marketing theories within various settings and sectors of the sport industry. 3. Analyze international sport organizations to recognize strategic marketing opportunities. 4. Be able to identify successful sport marketing process. Winter 2011, MKT829 Page 4

5 EVALUATION The grade for this course is composed of the mark received for each of the following components: Type of Assessment Group/Individual Percent/Weight Date Book Review Individual 10 Week 3 Jan. 26* Exam Individual 25 Week 11 Mar. 23 Sport Marketing Research Paper Sport Marketing Project Pairs 20 Week 6 Feb.16* Group 40 Week 12 Mar.30* Leadership Individual 5 On-going Total 100% *All Assignments are due at 1:00 pm in office TRS You may deliver early to my mail box found at TRS1-002 Mailbox #67 labeled as Pardo. F More detailed information is also available on Blackboard about each of the assessments. Students will receive the results of their first test/term work before the final deadline for dropping courses without academic penalty. Please be aware that with guest speakers the schedule listed above might be moved around. Always check blackboard! Winter 2011, MKT829 Page 5

6 Wk Date Topics Readings Due Dates 1 Jan. 12 Course Overview Introduction to Sport Marketing Sponsorship Fullerton: Chapter 4 Readings 2 Jan. 19 Post-Event Evaluation Fullerton: Chapter 9 Groups Formed 3 Jan. 26 Licensing Fullerton: Chapter 12 Book Review 4 Feb. 2 Critical Planning Graham: Chapter 2 5 Feb.9 Designing, Planning Graham: Chapter 3 6 Feb.16 Providing Hospitality Graham: Chapter 4 Sport Marketing Research Paper Feb. 23 STUDY WEEK 7 Mar.2 Finance Inns & Outs of Sport Event Graham: Chapter 9 Graham: Chapter 11 8 Mar. 9 Sport Tourism Graham: Chapter 12 9 Mar. 16 Branding of Sport Cities Blackboard 10 Mar. 23 EXAM 11 Mar. 30 Group Presentations Group Projects 12 April 6 Group Presentations 13 April 13 No Class TEACHING METHODS This course will incorporate the following teaching learning/ methods: lectures, cases, problembased learning, group projects, seminars, field work, in-class debates, oral presentations, , possible field trip and bulletin board discussions. TEXTS AND READING LISTS Required: Fernando Pardo, (2011), International Sport MARKETING (READER BOOK), TED ROGERS SCHOOL OF BUSINESS MANAGEMENT, RYERSON UNIVERSITY. Readings: Will be posted on Blackboard. Regular reading of newspapers and magazines pertinent to the sports industry is strongly suggested, as a student of sport marketing should make every attempt to learn about current issues facing sport managers. Winter 2011, MKT829 Page 6

7 OTHER COURSE ISSUES All communication about the course or material related to the course will be posted on the Blackboard course site. In addition, all student study resources can be accessed through Blackboard. Students are expected to check the site regularly for updates. All written work must be submitted to turnitin.com through the course Blackboard site. Students who do not want their work submitted to this plagiarism detection service must, by the end of the second week of class, consult with the instructor to make alternative arrangements. POLICIES AND COURSE PRACTICES Course Management Every effort will be made to manage the course as stated. However, adjustments may be necessary during the term at the discretion of the instructor. If so, students will be advised, and alterations will be discussed prior to implementation in class and through an announcement on Blackboard. TEAM ASSIGNMENTS Students must contribute equally to their groups efforts. Any group finding that a member is not contributing should advise the Instructor immediately, and confirm by (cc. entire team). The Instructor may require that student to change groups, to complete some assignments independently (B+ grade max.), or another remedy as determined by the Instructor in consultation with the student. If the group is not functioning, this may result in a Peer Evaluation of the team as outlined later in this document. Confirmed lack of participation by a student late in the semester will result in a reduced assignment mark. Guidelines Students will form project teams in Week 2 of typically 4-6 students per team. The instructor will ask teams to select a spokesperson who will communicate with the instructor. If selected, only the spokesperson will discuss questions concerning the project team work with the instructor and cc. entire team. The team may select a back up if the spokesperson is unavailable. Tips/Expectations Students must make themselves available for midterm and final exam as scheduled. Students are strongly encouraged to check examination schedules before making holiday or flight plans. I am happy to meet with you outside of class to discuss the course, the assignments, or your potential career in sport marketing. Please feel free to visit during my office hours. If my office hours don t work, please do not hesitate to request a meeting at another time. Winter 2011, MKT829 Page 7

8 I check my every weekday morning. If you are working on something at night and have a question, feel free to me the question. I will respond within 48 hours. Guest Speakers: I have invited professionals to be Guest Speakers in the class. I expect the strongest respect with all Guest Speakers. This includes Being on time, turning off all cell phones, and absolutely no chatting while the speaker is talking. Please also take advantage of the fact that the guest speaker are there to assist your learning, ask them lots questions and make them feel appreciated for taking time out of their busy day to come and share their knowledge. Why do I want students to participate in class discussions? I want students to participate so they can learn from each other. We know that active involvement in learning increases what is remembered, how well it is assimilated, and how the learning is used in new situations. In making statements to peers about their own thoughts on a class topic, students must articulate those thoughts and also submit them to (hopefully constructive) examination by others. In listening to their peers, students hear many different ways of interpreting and applying class material, and thus are able to integrate many examples of how to use the information. Especially in a course that stresses application of material, extensive participation in class discussions is an essential element of students' learning. ALL WRITTEN WORK MUST BE SUBMITTED TO TURNITIN.COM THROUGH BLACKBOARD. Student must keep a copy of their digital receipt (noting their Paper ID ) that is ed from turnitin.com until after they have received a grade for the work submitted via turnitin.com. If a student does not receive a receipt from Turnitin.com, they must consider that their assignment has not been received by the instructor and therefore must attempt to resubmit before the deadline. If the instructor does not received the assignment by the specified deadline and the student cannot provide a digital receipt, the instructor will consider that the assignment has not been submitted by the deadline and will therefore not be accepted. Students who do not want their work submitted to this plagiarism detection service must, by the end of the second week of class, communicate in writing and consult with the instructor to make alternative arrangements. Academic Consideration Students must submit assignments on time. Failure to do so will result in a penalty of 25% per day including weekend. There will be no penalty for work missed for a JUSTIFIABLE REASON. Students need to inform the instructor of any situation that arises during the semester that may have an adverse affect on their academic performance and request any necessary considerations according to the policies and well in advance. Failure to do so will jeopardize any academic appeals. o Medical certificates If a student is going to miss a deadline for an assignment, a test or Winter 2011, MKT829 Page 8

9 an examination because of illness, he/she must submit a medical certificate (see for the certificate) to the instructor within 3 working days of the missed assignment deadline, test or examination. o Religious observance If a student needs accommodation because of religious observance, he/she must submit a formal request to the instructor within the first two weeks of the class or for a final examination within 5 working days of the posting of the examination schedule. o Students with disabilities - In order to facilitate the academic success and access of students with disabilities, these students should register with the Access Centre Before the first graded work is due, students should also inform their instructor through an Accommodation Form for Professors that they are registered with the Access Centre and what accommodations are required. Other valid reasons must be approved by the instructor in advance. If you do not have a justifiable reason for an absence, you will not be given credit or marks for the work missed during that absence. For more detailed information on these issues, please refer to Pol#134 at (Undergraduate Academic Consideration and Appeals) and Pol#150 (Accommodation of Student Religious Observance Obligations. Re-grading or Recalculation 1. Once you have read and thought about any comments on your paper, requests must be made to the instructor within 10 working days of the return of the graded assignment to the class. These are not grounds for appeal, but are matters for discussion between the student and the instructor. 2. You have two options: o Come to office hours to discuss your paper and my comments on it in greater detail; o And/or submit your paper for re-grading or recalculation. 3. To have your paper re-grading or recalculated, you must resubmit it to me together with a WRITTEN explanation of why you think that your initial grade is unfair and ought to be changed. I will only accept papers for re-grading or recalculated if they are accompanied by a written explanation from the student(s). 4. Finally, please remember that when a paper is regraded it is reassessed from scratch. This means that a re-grade could result in a grade that is lower than your initial grade rather than higher. If this happens then you MUST accept the lower grade. (However, if your initial grade was mistaken, your grade will be raised without penalty. Academic Integrity Plagiarism is a serious academic offence and penalties range from zero in an assignment all the way to expulsion from the university. In any academic exercise, plagiarism occurs when one offers as one s own work the words, data, ideas, arguments, calculations, designs or productions of another without appropriate attribution or when one allows one s work to be copied. (See the Winter 2011, MKT829 Page 9

10 Ryerson Library for APA style guide references: It is assumed that all examinations and work submitted for evaluation and course credit will be the product of individual effort, except in the case of team projects arranged for and approved by the course instructor. Submitting the same work to more than one course, without instructors approval, is also considered plagiarism. For more detailed information on these issues, please refer to the Student Code of Academic Conduct (see Pol#60 at and the Academic Integrity Website ( Standard for Written Work Students are expected to use an acceptable standard of business communication for all assignments. You are encouraged to obtain assistance from the Writing Centre ( for help with your written communications as needed. (See the Ryerson Library for APA style guide references: /style/index.html). Maintaining a Professional Learning Environment During class time, except in emergency situations, laptop computers, cell phones and other electronic devices may only be used for academic activities (e.g., note-taking, class presentations). In order to ensure the least amount of disruption for other students and the instructor, students who use laptops for taking notes will be expected to sit in the back two rows in all marketing classes. Therefore, students need to 'power up' ahead of time so to ensure that they have enough battery power for the duration of the class. Students not complying with this requirement may be asked to leave the class. OWNERSHIP OF STUDENT GROUP WORK SUBMITTED FOR ACADEMIC CREDIT Group work submitted for academic credit will follow the established policy outlined in the Student Work in Research Policy (See Pol# 63 at The content of any written or oral report based on an assignment given for credit remains the property of Ryerson University. Winter 2011, MKT829 Page 10

11 Academic Grading Policy Evaluation of student performance will follow established academic grading policy outlined in the Ryerson GPA Policy (See Pol#46 at The grading system is summarized below: Definition Letter Grade Grade Point Conversion Range A Excellent A A B Good B B C Satisfactory C C D Marginal D D Unsatisfactory F Winter 2011, MKT829 Page 11

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