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SPM+3306+syllabus_Fall+2010[1] - University CCContents of...

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Contents of Progress report 1 Contents of Progress report 2 Contents of Progress report 3 University of Florida SPORT MARKETING SPM 3306-Section 5033 Fall 2010 Tuesdays from 8:30-9:20, Thursdays: 8:30-10:10 Syllabus Instructor: Dr. Kaplanidou Assistant Professor Department of Tourism, Recreation and Sport Management Office: 190A FLORIDA GYM Phone: 352-392-4042 ext 1242 Email: [email protected] Office Hours : Tuesdays: 9:30-11:30, Thursdays: 10:30-12:30. Scope of the course This course will introduce students to the application of principles of sport marketing with emphasis on sport event marketing that will provide them with service learning benefits. The function of the course is to provide students with an up-to-date understanding of marketing concepts as they are currently being applied in various sport management contexts and it is intended to provide a foundation for those students who plan to do advanced study and work in marketing, consumer behavior and related fields. Learning objectives Method Learning outcomes Define and apply key sport marketing concepts Class discussions, quizzes, case studies In depth knowledge of material applicable in the sport marketing field and presentation skills Understand the theories that underline sport marketing processes Analyze case studies Problem solving skills Understand how to create and apply a sport marketing plan Case studies, class exercises, marketing plan assignment Presentation skills and marketing plan creation knowledge Evaluate sport marketing strategies Marketing plan assignment and case studies Critical thinking Presentation skills Required Reading: Mullin, B. J., S. Hardy, & W. A. Sutton. (2007). Sport Marketing (3rd ed.). Champaign, Illinois: Human Kinetics. (Mullin, Hardy & Sutton, 2007) McDonald, M.A. & G.R. Milne, (1999). Cases in Sport Marketing . Boston: Jones & Bartlett. This book is available free online through the Smathers libraries website. Journal articles ( will be available on the course website) 1. Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity . Journal of Marketing 57 (January): 1-22. 2. Dick, R. & Sack, A.L. (2003). NBA Marketing Directors’ Perceptions of Effective Marketing Techniques: A longitudinal perspective . International Sports Journal . 7 (1), 88 -99. 1
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3. Filo, K., & Funk, D. C. (2005) Congruence between Attractive Product Features and Virtual Content Delivery for Internet Marketing Communication. Sport Marketing Quarterly , 14 (2), 112-122. Case study listing CASE STUDY 1: LPGA (from McDonald, M.A. & G.R. Milne, (1999). Cases in Sport Marketing . Boston: Jones & Bartlett. ( This book is available for free online through the Smathers libraries website) CASE STUDY 2: The “Flying Pig”: Building Brand Equity in a Major Urban Marathon, Sport Marketing Quarterly 14.3 (September 2005)—will be posted online CASE STUDY 3: ASIAN GAMES (from McDonald, M.A. & G.R. Milne, (1999). Cases in Sport Marketing .
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