WAYLAND BAPTIST UNIVERSITY
SCHOOL OF EDUCATION
EXERCISE AND SPORT SCIENCE
PLAINVIEW CAMPUS
Mission: Wayland Baptist University exists to educate students in an academically challenging,
learning-focused and distinctively Christian environment for professional success and service to God
and humankind.
COURSE: EXSS4321 Sport Promotion and Marketing
TERM AND DATES: Spring 2015
INSTRUCTOR’S NAME: Joshua Nolan
OFFICE PHONE NUMBER(S): 806-291-3847
E-MAIL ADDRESS: joshua.nolan@wbu.edu
OFFICE HOURS: By Appointment
CLASS MEETING TIMES/LOCATION: Monday 6:00-8:50PM Laney Center 205
CATALOG COURSE DESCRIPTION: Provides framework for understanding
how various marketing strategies are formulated, implemented, and evaluated in
sports context. Sports are major economic activities of our modern society, and
knowledge of role marketing in its operation has emerged as valuable asset to all
involved.
PREREQUISITES: EXSS 3322 Psychology of Sport and Physical Activity
REQUIRED TEXTBOOK(S) AND RESOURCE MATERIALS: Mullin, B.J., Hardy,
S., and Sutton, W.A. 2014. Sport Marketing (4th edition). Human Kinetics. ISBN
9781450424981.
COURSE OUTCOME COMPETENCIES:
Students will be able to do the following:
•
Demonstrate usage of marketing terminology and theory related to the sport
industry
•
Explain sport marketing theory and how it can be used in the sport industry to
meet the wants and needs of the sport consumer
•
Recognize and design sport marketing research tools
Course
1
Professor of Record:
2014
•
Develop effective sport marketing plans based on data-driven decision making
and time-tested marketing principles
•
Analyze case studies in sport to recognize sound marketing decisions and to
articulate sport marketing solutions for various constituents
•
Evaluate the sport marketing strategies of professionals as well as fellow students
through critiquing the professionals’ work and students’ assignments
•
Synthesize course material into a marketing plan for a sport organization
ATTENDANCE REQUIREMENTS:
I.
: Regular attendance and participation is expected! Any student who misses twenty-five (25%) or
more of the regularly scheduled class meetings will receive a grade of F for the course. Therefore,
if you are absent a total of 4 class periods, you will be given a grade of “F,” regardless of
your academic standing.
A. Tardies: Roll will be taken at the beginning of class. If you walk in late and
attendance has already been taken, you must make a point to see the professor
after class so that you are marked off as being at class, however, you will be
counted as tardy. Failure to see the instructor after class if you missed roll call
will result in being marked as absent that day. NOTE: * 2 tardies = 1
absence!*
B. Participation: Students are expected to attend and participate in class
discussions activity. Points will be taken from your attendance grade for not
participating in class.
Academic Honesty:
Wayland students are expected to conduct themselves according to the highest standards
of academic honesty. Academic misconduct for which a student is subject to penalty
includes all forms of cheating, such as possession of examinations or examination
materials, forgery, or plagiarism. Disciplinary action for academic misconduct is the
responsibility of the faculty member assigned to the course. The faculty member is
charged with assessing the gravity of any case of academic dishonesty and with giving
sanctions to any student involved. The faculty member involved will file a record of the
offense and the punishment imposed with the dean of the division, campus dean, and the
provost/academic vice president. Any student who has been penalized for academic
dishonesty has the right to appeal the judgment or the penalty assessed.
Plagiarism
“Plagiarism — The attempt to represent the work of another, as it may relate to written or
oral works, computer-based work, mode of creative expression (i.e. music, media or the
visual arts), as the product of one's own thought, whether the other's work is published or
unpublished, or simply the work of a fellow student.
1. When a student submits oral or written work for credit that includes the words,
ideas, or data of others, the source of that information must be acknowledged
through complete, accurate, and specific references, and, if verbatim statements
are included, through use of quotation marks as well. By placing one’s name on
work submitted for credit, the student certifies the originality of all work not
otherwise identified by appropriate acknowledgements. A student will avoid being
charged with plagiarism if there is an acknowledgement of indebtedness.”
Source: http://www.spjc.cc.fl.us/webcentral/admit/honesty.htm#plag
Course
2
Professor of Record:
2014
Disability Statement:
In compliance with the Americans with Disabilities Act of 1990 (ADA), it is the policy of
Wayland Baptist University that no otherwise qualified person with a disability be
excluded from participation in, be denied the benefits of, or be subject to discrimination
under any educational program or activity in the university. The Coordinator of
Counseling Services serves as the coordinator of students with a disability and should be
contacted concerning accommodation requests at
(806) 291-3765. Documentation of a disability must accompany any request for
accommodations.
COURSE REQUIREMENTS & GRADING CRITERIA:
To receive full credit, work must be submitted/presented by the assigned date. There will
be a reduction of 10% of the total credit for each day an assignment is late. There will be
no make-up exams without prior consent by the instructor.
Assignments and Evaluations
Quizzes
The professor will administer quizzes throughout the semester to evaluate comprehension
of course content.
Exams
Two exams, a midterm and a final, will be given during the semester to measure
comprehension and application of the course material.
Potential Class Assignments
SWOT analysis
This will be assigned during chapter 2. You will use a SWOT analysis for a situation
presented.
Consumer behavior assignment
This will be assigned during chapter 4. You will develop a market research (event
spectator) survey.
Sponsorship proposals
This will be assigned during chapter 9. You will prepare sponsorship proposals for a
sport organization and an endorsement deal for an individual athlete.
Market research student surveys
This will be assigned during chapter 11. You will conduct a survey of students and report
the results to the class.
Case studies
Three case studies will be assigned throughout the semester, inserted in the syllabus
where you will have time to complete them. These case studies don’t correspond to
specific assignments.
Semester-Long Project
Course
3
Professor of Record:
2014
Sport marketing plan
Working in a group, you will prepare a marketing plan for a sporting event or
organization. You will apply all theories, skills, and strategies presented in class in
preparing the plan. You will submit a hard copy of the document and present a 30-minute
presentation at the end of the semester.
Clipping thesis
The purpose of the clipping thesis is for you to research specific topics related to sport
marketing in SportsBusiness Journal during the semester. You will select 10 articles and
respond to them in terms of the influence of the concept in sport marketing and relate it
back to theories and concepts presented in class discussions and readings. You may use
articles from current editions of SBJ as well as the archives of the publication. You will
be responsible for acquiring the current SportsBusiness Journal articles.
Graded work will receive a numeric score reflecting the quality.
weights assigned to graded work as follows:
Exams (two)
Semester-long projects
Chapter quizzes
Case studies
Class assignments
Relative
30 percent
25 percent
15 percent
15 percent
15 percent
Your overall grade will be determined according to the following scale:
A 94–100
A- 90–93
B+ 86–89
B 83–85
B- 80–82
C+ 76–79
C 73–75
C- 70–72
D+ 66–69
D 63–65
D- 60–62
F below 60
UNIVERSITY GRADING SYSTEM:
A
B
C
D
F
Course
Cr
NCR
I
W
WP
WF
X
IP
4
for Credit
No Credit
Incomplete*
for withdrawal
Withdrawal Passing
Withdrawal Failing
No grade given
In Progress
Professor of Record:
2014
A grade of “CR” indicates that credit in semester hours was granted but no grade or grade
points were recorded. This course is a credit no credit course.
*A grade of incomplete is changed if the work required is completed prior to the date
indicated in the official University calendar of the next long term, unless the instructor
designates an earlier date for completion. If the work is not completed by the appropriate
date, the I is converted to the grade of F. An incomplete notation cannot remain on the
student’s permanent record and must be replaced by the qualitative grade (A-F) by the
date specified in the official University calendar of the next regular term.
Student Appeals Statement:
Students shall have protection through orderly procedures against prejudices or
capricious academic evaluation. A student who believes that he or she has not been held
to realistic academic standards, just evaluation procedures, or appropriate grading, may
appeal the final grade given in the course by using the student grade appeal process
described in the Academic Catalog. Appeals may not be made for advanced
placement examinations or course bypass examinations. Appeals are limited to the
final course grade, which may be upheld, raised, or lowered at any stage of the appeal
process. Any recommendation to lower a course grade must be submitted through the
Executive Vice President/Provost to the Faculty Assembly Grade Appeals Committee for
review and approval. The Faculty Assembly Grade Appeals Committee may instruct that
the course grade be upheld, raised, or lowered to a more proper evaluation.
TENTATIVE SCHEDULE: (calendar, topics, assignments)
COURSE SCHEDULE:
Class will be held on (date/time) in (classroom location) unless otherwise noted
DATE
TOPIC
Week 1
Introduction to sport
marketing and strategic
management
READING
WRITTEN ASSIGNMENT
ASSIGNMENT
Ch. 1 and 2
Assign semester-long group
project
(sport marketing plan)
Assign semester-long project
(clipping thesis)
Assign SWOT analysis
Case study 1 (ch. 2)
Week 2
Sport consumer behavior
Ch. 3
Assign consumer behavior
assignment
SWOT analysis due
Quiz 1
Course
5
Professor of Record:
2014
Week 3
Analytics within sport
marketing
Ch. 4
Consumer behavior assignment
due
Week 4
Target marketing and
segmentation
Ch. 5
Quiz 2
Week 5
Sport product
Ch. 6
Guest speaker
Week 6
Branding
Ch. 7
Case study 2 (ch. 7)
Quiz 3
Week 7
Sales and service
Ch. 8
Assign sponsorship proposal
assignment
Exam 1
Week 8
Engagement marketing and
activation
Ch. 9
Sponsorship proposal
assignment
due
Week 9
Promotion and paid media
Ch. 10
Assign market research student
survey assignment
Quiz 4
Week 10
Public relations
Ch. 11
Market research student survey
results assignment due
Case study 3 (ch. 11)
Week 11
Social media
Ch. 12
Quiz 5
Guest speaker
Week 12
Place and delivering the sport
product
Ch. 13
Week 13
Legal issues
Ch. 14
Quiz 6
Week 14
Putting it all together
Ch. 15 and 16
Semester-long project due
(clipping
thesis)
Course
6
Professor of Record:
2014
Week 15
Semester-long project due
(sport
Presentations
marketing plan)
Week 16
Course
Finals week
Exam 2
7
Professor of Record:
2014