Department of Management, Marketing, and International Business

MKT 358 - Sports Marketing

College of Business, Stephen F. Austin State University

Note: This “generic” or “standard” course syllabus is only a guide. Actual requirements for a particular section of this course are described in the course section syllabus, which should be obtained from the course instructor at the beginning of the respective semester. The suggested textbook and requirements listed herein are subject to change without notice.

Catalog Description:  Marketing concepts, theories, and practices in the sports industry. Topics include the unique qualities of the sports industry in relation to business and marketing strategy, including product, promotion, pricing, and distribution practices of sports marketing.
(3 semester hours)

Prerequisite: MKT 351 (Principles of Marketing)

Course Objectives: Upon completion, a student should be able to:

• identify the Marketing, sports and business terms and concepts that are significant within the fields of Marketing and Sports Marketing to be measured by performance on examinations.
• understand the ideas and reasoning that underlie these concepts, to be measured by performance on examinations.
• understand the relationships of these concepts to each other and their relationship to Marketing, Sports Marketing and/or business principles and practices, to be measured by performance on examinations.
• demonstrate how to apply and use these concepts in Marketing, Sports Marketing and/or business situations, to be measured by performance on examinations.
• demonstrate preparation for entry into higher-level courses in Marketing, to be measured by overall performance in meeting the course's requirements.
• demonstrate preparation for entry into a career in Sports Marketing, to be measured by overall performance in meeting the course's requirements.

Textbook: Contact course coordinator for current textbook.

Evaluation: Student performance will be measured through examinations and other forms of evaluation deemed appropriate by the instructor.

Course Coordinator: Dr. Larry R. O'Neal

Course Content:

• Major Concepts and Practices in Marketing & Sports Marketing and their Application and Use in Influencing Sports Consumers

• The Sports Environment

• Understanding Sports Consumers

• Segmenting and Targeting Sports Consumers

• Marketing Research Tools for Understanding Sports Consumers

• Management of Sports Products

• Management of the Sports Promotion Mix

• Management of Sports Pricing

• Management of Sports Distribution

• Business Strategy and Sports

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