Sport Management and Marketing Program MARSHALL UNIVERSITY Huntington, West Virginia

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4 Sport Management and Marketing Program MARSHALL UNIVERSITY Huntington, West Virginia ESS 458: SALES AND PROMOTION MANAGEMENT IN SPORT AND LEISURE INDUSTRY 3 Credits SAMPLE SYLLABUS Meeting Times: Tue/Thur 9:30-10:15 am Classroom: GH 120 Instructor Name: Dr. Jennifer Mak, Professor and Director of Sport Management Program Instructor Office: GH 107A Instructor Phone: Instructor mak@marshall.edu Instructor Office Hours: Tuesday 1:30pm to 4:30pm Thursday 1:30pm to 4:30pm Any by Appointment Instructor Address: Marshall University, School of Kinesiology One John Marshall Drive, GH107-A, Huntington, WV TEXT BOOKS: Irwin, R., Sutton, W., & McCarthy, L. (2008). Sport Promotion and Sales Management (2 nd ed.). Human Kinetics Publishers. (Required) 2. COURSE DESCRIPTION: A study of sales and promotion management in sport and leisure industry. 3. PRE-REQUISITE: ESS380, MKT ATTENDANCE POLICY: Full (100%) attendance at all classes is expected. To be Excused, absences must be communicated to the instructor in advance, or as soon as reasonably possible in the case of an emergency. Class participation grade will be based on student attendance and quality of participation. 5. GRADING POLICY: Points A EXCELLENT, Achievement with Distinction B VERY GOOD, Superior Work! C AVERAGE, Satisfactory Work. D BELOW AVERAGE, Poor but passing F below 330 FAILURE UNDERSTAND, WE HAVE HIGH EXPECTATIONS! Content Points Class Participations 45 Quizzes 65 Discussions 40 Exams 400 Page 1 of 4

5 6. STUDENT LEARNING OUTCOMES: After completion of the class, students should be able to Upon completion of this course, students will be able to Explain the dominant position occupied by promotion and sales within sport marketing Describe the role of communication in effective sport promotion and sales Apply the sport promotion tactics to induce sport consumer s behavior Differentiate the needs between sport consumer and sport seller Explain how the steps of the sales process apply to sport industry Explain the importance of experiential and entertainment factors as they relate to sales and retention Describe the various entities available for sponsorship and the risks and benefits associated with each Explain how the pricing strategies apply to sport sponsorship Explain how to leverage a sport sponsorship in order to maximize value Explain the benefits of sport licensing in professional sport and collegiate sport such as NBA, NFL, MLB, and NCAA, etc Explain the evolving importance of the Internet in the promotion of sport Identify the various forms of media and advertising that are used by sport promotion specialist Identify fundamental principles of contract, tort, and intellectual property law and apply them to sport promotion and sales Each student learning outcome will be assessed in the following manner: 7. ACADEMIC HONESTY: Any act of a dishonorable nature which gives the student engaged in it an unfair advantage over others engaged in the same or similar course of study and which, if known to the instructor in such course of study, would be prohibited. This shall include, but is not limited to, the following: securing or giving unfair assistance of any type of required work; submitting as one's own work or creation any oral, graphic, or written material wholly or in part created by another; altering of any grade or other academic record; and any other type of misconduct or activity which manifests dishonesty or unfairness in academic work. If you have any question please refer to the latest version of the Undergraduate Catalog on Marshall University Website or your student handbook. Page 2 of 4

6 8. POLICY FOR STUDENTS WITH DISABILITIES: Marshall University is committed to equal opportunity in education for all students, including those with physical, learning and psychological disabilities. University policy states that it is the responsibility of students with disabilities to contact the Office of Disabled Student Services (DSS) in Prichard Hall 117, phone to provide documentation of their disability. Following this, the DSS Coordinator will send a letter to each of the student s instructors outlining the academic accommodation he/she will need to ensure equality in classroom experiences, outside assignment, testing and grading. The instructor and student will meet to discuss how the accommodation(s) requested will be provided. For more information, please visit or contact Disabled Student Services Office at Prichard Hall 11, phone UNIVERSITY COMPUTING SERVICES ACCEPTABLE USE POLICY: All students are responsible for knowing this policy, which can be found on the web at AFFIRMATIVE ACTION POLICY: This course will follow Marshall University s policy on Affirmative Action, which can be found on pp. 63 of the undergraduate catalog at or on pp. 37 of the 2010 graduate catalog Specifically, all students will be afforded equal opportunity without regard to race, color, sex, religion, age, disability, national origin, or sexual orientation. 11. INCLEMENT WEATHER POLICY: Students can find information concerning Marshall s policy regarding inclement weather on pp. 64 of the undergraduate online catalog or on pp. 38 of the graduate catalog The College of Education and Human Services has made a commitment to social justice. No one will be discriminated against on the bases of race, sex, ethnicity, age, sexual orientation, social class, abilities, or differing viewpoints. Each student will be viewed as a valuable part of this class. 12. SCHEDULE: Date Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Introduction to Sport Promotion and Sales Content Theoretical Foundations of Effective Sport Promotion and Sales Sport Consumer Incentivization Exam I Review Sport Ticket Sales Staff Training Sport Ticket Sales Staff Training Exam I Sport Ticket Sales Customer Service and Retention Exam II Review Sport Sponsorship Fundamentals Sport Sponsorship Fundamentals Exam II Page 3 of 4

7 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Sport Sponsorship Sales Sport Sponsorship Activation Exam III Review Promotional Merits of Sport Licensing Promotional Merits of Sport Licensing Exam III E-Commerce as a Promotional Tool Sport Brand Communications Sport Promotion and Sales Risk Management Final Exam Review 13. BIBLIOGRAPHY: Drury, J., & Elliot, C. (2000). The Athlete s Guide to Sponsorship: How to Find an Individual, Team, or Event Sponsor. Boulder, CO: Velo Press. Graham, S., Neirotti, L., & Goldblatt, J. (2001). The Ultimate Guide to Sports Marketing (2 nd ed.). Columbus, OH: McGraw-Hill Publishing. Miller, W. (2009). ProActive Sales Management: How to Lead, Motivate, and Stay Ahead of the Game (2 nd ed.). Saranac Lake, NY: AMACOM Publishing. Mullin, B., Hardy, S., & Sutton, W. (2007). Sport Marketing (3 rd ed.). Champaign, IL: Human Kinetics. Pitts, B.G., & Stotlar, D.K. (2007). Fundamentals of Sport Marketing (3 rd ed.). Morgantown, WV: Fitness Information Technology. Schwartz, M. (2006). Fundamentals of Sales Management for the Newly Appointed Sales Manager. Saranac Lake, NY: AMACOM Publishing. Shank, M. D. (2009). Sport marketing: A strategic perspective (4th ed.). Upper Saddle River, NJ: Person Prentice Hall. Stotlar, D.K. (2007). Developing Successful Sport Sponsorship Plans (2 nd ed.). Morgantown, WV: Fitness Information Technology. Page 4 of 4