Cole - Armstrong@sjsu - Edu: Edition. Human Kinetics
Cole - Armstrong@sjsu - Edu: Edition. Human Kinetics
Cole - Armstrong@sjsu - Edu: Edition. Human Kinetics
COURSE DESCRIPTION
The course is designed to provide participants with fundamental theoretical and practical
knowledge in marketing principles and techniques, and issues confronting professionals in sport
organizations. Through knowledge dissemination (lectures), class participation (discussions and
presentations), and professional inquiry (event marketing plan), a variety of information for
marketing sport programs is introduced.
COURSE OBJECTIVES
Upon completion of this course, students will be able to:
Discuss marketing terminology and theory related to the sport industry.
Explain sport marketing theory and how it can be used in the sport industry.
Explain basic principles of sport consumer behavior.
Apply sport marketing theory and strategies.
Evaluate sport marketing strategies through the application of critical thinking.
REQUIRED TEXTS
The following text is required for this course. There is a 3rd edition available at a lower price,
however if you choose to purchase this copy, it will be your responsibility to follow along with
relevant chapters, as some of the chapters have changed. As well, you will be responsible for
new material covered in the 4th edition.
Mullin, B. J., Hardy, S., & Sutton, W. A. (2014). Sport Marketing, 4th Edition. Human Kinetics.
SYLLABUS CHANGE POLICY
Except for changes that substantially affect implementation of the evaluation (grading)
statement, this syllabus is a guide for the course and is subject to change with advance notice.
TEACHING STRATEGIES
The course will be delivered via lecture with PowerPoint slides. Class discussions (both in class
and via Blackboard) linked to relevant topics may be used to enhance lectures.
Date
8/20/15
8/25/15
8/27/15
9/1/15
9/3/15
9/8/15
9/10/15
9/15/15
9/17/15
9/22/15
9/24/15
9/29/15
10/1/15
10/6/15
10/8/15
10/13/15
10/15/15
10/20/15
10/22/15
10/27/15
10/29/15
11/3/15
11/5/15
11/10/15
11/12/15
11/17/15
11/19/15
11/24/15
11/26/15
12/1/15
12/3/15
12/8/15
12/10/1512/16/15
Topic
Course Introduction
Special nature of sport marketing
Special nature of sport marketing
Group Assignment Day
Guest Speaker: David Meltzer CEO Sports 1
Strategic marketing management
Strategic marketing management
Market research in the sport industry
Market research in the sport industry
Market segmentation
Market segmentation
Market segmentation
Exam 1 review
Exam 1
Marketing mix: Product/ Price
Marketing mix: Promotion/ Place
Marketing mix: Public Relations
Marketing mix
Organizational Group Meetings
Relationship Marketing (SMA Conference)
Exam 2 review (SMA Conference)
Exam 2
Managing sport brands
Sponsorship & corporate partnerships
Social media in sport
Future of Sport Marketing/Exam 3 Review
Exam 3
Thanksgiving No Class
Organizational presentations I
Organizational presentations II
Course Wrap-Up
Reading
Assignment/Notes
Ch. 1
Form groups (A/D deadline)
Org. lottery and draft
Ch. 2
Org. task 1
Ch. 4
Ch. 5
Org. task 2
Ch. 6,8
Ch. 10,13
Ch. 11
Org. task 3
Assignment 1 due
Ch. 7
Ch. 9
Ch. 12
Ch. 16
Org. task 4
Assignment 2 due
Final Exams
EXPECTATIONS
Attendance
Class begins at 10:30am every Tuesday and Thursday (unless noted otherwise). You are
expected to arrive to class on time.
A student may be excused from a particular class provided they have the appropriate
documentation. Accommodations for these excused absences will be made and will do so
in a way that does not penalize students who have a valid excuse. Consideration will also
be given to students whose dependent children experience serious illness. The instructor
must be notified of excused absences within two weeks of the class in question.
The student is responsible for all material on days absent. The instructor must be given a
class excuse form for all university excused absences. Any family emergencies must be
documented with a funeral notice, doctors excuse, etc.
should contribute equally to the project and be present for the presentation. Those who do
not will be individually penalized.
Organizational Tasks (20 points): Working in their organizational groups, students will
complete a series of four (4) graded in-class activities, worth 5 points each. The activities
require groups to apply the concepts that have been most recently covered in class to their
organization, and should inform the content of the event marketing plans. Students must
be present during class to receive credit for the activity.
Individual Assignments (10 points): Students will complete two individual written
assignments, worth 5 points each. The first is due during Week 11, and the second is due
during Week 14. The topics for these assignments will be given by the instructor in class
no less than one week prior to the deadline. Assignments must be no more than 1 page in
length, double-spaced, 12-point Times New Roman font, one-inch margins. All writing
must be utilizing current APA style guidelines.
Campus Resources
Writing Center. The SJSU Writing Center, http://www.sjsu.edu/writingcenter/ is located
in Suite 126 in Clark Hall. It is staffed by professional instructors and upper-division or
graduate-level writing specialists from each of the seven SJSU colleges. Writing
specialists are available to assist all students at all levels within all disciplines to become
better writers.
Student Success Center. The Student Success Center, http://www.sjsu.edu/casa/ssc/ in
the College of Applied Sciences and Arts (CASA) provides advising for undergraduate
students majoring or wanting to major in programs offered in CASA Departments and
Schools. Services include general education advising, help with changing majors,
academic policy-related questions, meeting with peer advisors, presentations, and
workshops. Its also a great place to study. Laptops also available for check out.
Location: MH 533.
Counseling Services. The SJSU Counseling Services, http://www.sjsu.edu/counseling is
located on the corner of 7th Street and San Fernando Street, in Room 201, Administration
Building. Professional psychologists, social workers, and counselors are available to
provide consultations on issues of student mental health, campus climate or psychological
and academic issues on an individual, couple, or group basis.
University Policies
Dropping and Adding: Students are responsible for understanding the policies and
procedures about add/drop, grade forgiveness, etc. Refer to the current semesters
Catalog in the policies section at http://info.sjsu.edu/static/catalog/policies.html.
Add/drop deadlines can be found on the current academic year calendars document at
http://www.sjsu.edu/provost/services/academic_calendars/. The late drop policy is
available at http://www.sjsu.edu/aars/policies/latedrops/policy/. Students should be aware
of the current deadlines and penalties for dropping classes.
Academic Integrity: Your commitment as a student to learning is evidenced by your
enrollment at San Jose State University. The Universitys Academic Integrity policy at
http://www.sjsu.edu/senate/S07-2.htm, requires you to be honest in all your academic
course work. Faculty members are required to report all infractions to the office of
Student Conduct and Ethical Development. The Student Conduct and Ethical