Learning Outcome #4 develop and present a proposal for the sponsorship of a sports-related sponsorship property (e.g., league, team, or athlete)

Transcription

1 Standard #4 a. Program Outcomes for the Sports Marketing Program Students will be able to Learning Outcome #1 explain how marketing concepts related to the marketing mix (product, price, place and promotion) apply to sports-related settings. Learning Outcome #2 identify characteristics related to sports marketing promotion mix and recommend promotional strategies for the marketing of sports organizations Learning Outcome #3 identify and use or implement the marketing research resources necessary to successfully evaluate the viability of a target market segment or any other aspect of the marketing mix Learning Outcome #4 develop and present a proposal for the sponsorship of a sports-related sponsorship property (e.g., league, team, or athlete) Learning Outcome #5 understand the personal selling process and demonstrate an ability to apply the personal selling process to a sports setting.

2 (Required for each accredited program, doctorate, masters, and baccalaureate) Able to explain how marketing concepts related to the marketing mix (product, price, place and promotion) For Program Outcome #1 apply to sports-related settings Explanation of how marketing concepts are related to the marketing mix (product, price, place and promotion) as applied to sportsrelated settings Internal, and Formative measure. The measure is the class average percentage of 80% or higher on each of the two MKTS 300 course exams in the MKTS 300, Introduction to Sports Marketing, The results for the class averages on the MKTS 300 exams was 86.06% and 83.25% for the baseline data. Analysis of data suggests omissions in the Sports Marketing curriculum with respect to disciplinary and industry expertise. Sports media (and media sales), for example, receive only cursory attention in courses yet comprise nearly a third of sports industry revenues. The application of marketing concepts to sports settings is facilitated greatly by exposure to actual sports settings. While internships are not required for Sports Marketing majors, many students complete internships in sports settings in which they can apply marketing concepts. It is suggested that the possibility of content and industry specific student evaluations be explored for these students. The improvement will be to review the Sports Marketing curriculum with respect to a potential internship requirement Baseline class averages % 86.06% 90.00% 83.25% 80.00% 70.00% 60.00% Exam # % Exam # % 30.00% 20.00% 10.00% 0.00% MKTS 300

3 (Required for each accredited program, doctorate, masters, and baccalaureate) Able to identify characteristics related to sports marketing promotion mix and recommend promotional strategies For Program Outcome #2 for the marketing of sports organizations Identification of the characteristics related to sports marketing promotion mix and recommendation of promotional strategies for the marketing of sports organizations Formative measure. The measure is a class average of 80% or higher on the marketing plan for pro soccer in Indy in the MKTS 300, Introduction to Sports Marketing, The class average was 83% on the marketing plan for pro soccer in Indy. The goal was met. Analysis reveals an omission of expertise with respect to sports publicity as an element in the promotional mix. The improvement is the Sports Marketing curriculum will receive a comprehensi ve review.. Class Average on Marke2ng plan for Indy Pro Soccer 100% 90% 80% 70% 60% 50% 40% 83% 30% 20% 10% 0% MKTS 300

4 (Required for each accredited program, doctorate, masters, and baccalaureate) Able to identify and use or implement the marketing research resources necessary to successfully evaluate the For Program Outcome #3 viability of a target market segment or any other aspect of the marketing mix Identification of and use or implementation of the marketing research resources necessary to successfully evaluate the viability of a target market segment or any other aspect of the marketing mix Formative measure. The measure is the evaluation of the use of research in applied projects will be 80% or higher in the MKTS 410, Strategic Aspects of Sports Marketing, Did not meet goal. Analysis suggests that students require a separate applied sports marketing research course in order to develop this skill Improvement will be the Sports Marketing curriculum will receive a comprehensive review.

5 (Required for each accredited program, doctorate, masters, and baccalaureate) For Program Outcome #4 Knowledge of how to develop and present a proposal for the sponsorship of a sports-related sponsorship property (e.g., league, team, or athlete) Development and presentation of a proposal for the sponsorship of a sportsrelated sponsorship property (e.g., league, team, or athlete) Formative measure. The measure is a sponsorship proposal presentation and written proposal. Class average of 80% or higher for the goal in the MKTS 350, Economic Aspects of Sports, Project was not conducted this year. Improvement will be a comprehensive review of the Sports Marketing curriculum.

6 (Required for each accredited program, doctorate, masters, and baccalaureate) Understand the personal selling process and demonstrate an ability to apply the personal selling process to a For Program Outcome #5 sports setting. Define Measure Analyze Results Understand the personal selling Exceeded goal. All process and student projects demonstrate an were rated as ability to apply the "excellent.". personal selling process to a sports setting. Formative measure. The measure is 80% or higher class average performance on "Video Elevator Pitch" project in the MKTS 410, Strategic Aspects of Sports Marketing, Although anecdotal, two students used their class projects to get hired by Major League Soccer's National Sales Center. Again anecdotal but persuasive, a high-level sports sales executive visited the class for sales training and summarized the class performance as: "They did great." Improve The improvement will be to draw on resources from the Sales Education Foundation to build on this success, develop more salesrelated projects, and improve assessment processes. An improvement will be to seek the resources to institutionalize similar external reviews, because the current assessment relies almost exclusively on internal sources. The assessment process will be reviewed for instances of confirmation bias. At the very least, feedback will be triangulated by other internal sources, such as business faculty who do not teach in the program.. Control 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% Class Average on "Video Elevator Pitch" project 0% 91% MKTS 410