MOR 479: The Business of Sports
Spring 2011
8:00-9:50 AM, MW, HOH 421
#16684
This course offers a unique perspective about the business of sports by exposing students to
specific managerial challenges and issues facing industry leaders. It does so by blending
assigned readings, current developments in the sports-business industry, and guest speakers.
In order to address the flow of funds in the sports industry, the course examines the five most
critical entities influencing the sports business: Professional sports franchises and leagues;
amateur athletics, including collegiate sports and the Olympics; corporate America; the
media; and the public sector.
This examination of the flow of funds requires close consideration of numerous industry
stakeholders, ranging from network television and corporate marketing executives to
collegiate athletic department administrators and sports economists.
With the gross national sports product (GNSP) surpassing $400 billion, the sports business
industry continues to grow rapidly, requiring qualified professionals to manage its growth.
This course provides prospective sports management professionals with the insight necessary
to establish successful careers in the sports business by applying the knowledge gained from
the BUAD core curriculum to this industry. Completing the BUAD core will enable students
to examine sports industry accounting methods, and its financial and marketing strategies, as
well as planning concerns, and its managerial philosophies.
Required Preparation: BUAD 304;
Recommended Preparation: Completion of all BUAD core classes
Professor:
David M. Carter
Office:
BRI 307 G
Hours:
7:30 AM-8:00 AM Monday & Wednesdays; and by appointment
Phone:
(310) 316-8825
E-Mail:
david.carter@marshall.usc.edu
1
COURSE MATERIALS
Required:
(1) The Business of Sports: Text & Cases on Strategy & Management
Foster, George & Greyser, Stephen
Cited in assigned readings as “Foster & Greyser”
(2) The Business of Sports
Rosner, Scott R. & Shropshire, Kenneth L.;
Cited in assigned readings as “Rosner & Shropshire”
(3) USC custom publishing package of selected readings
Cited in assigned readings as “CR”
(4) The Sports Business Journal
COURSE OBJECTIVES
After successfully completing this course, students should be able to:
1) Comprehend the process involved in making managerial decisions in the sports management industry;
requires knowledge of industry stakeholders as well as understanding of industry terms and concepts;
2) Analyze, evaluate, and critique the strategic decisions of key industry participants;
3) Devise a comprehensive strategy, including realistic recommendations, for an industry participant; and
4) Demonstrate orally and in written form the ability to analyze the sports management industry and provide
strategic direction for industry participants.
GRADING
The initial and recommended target GPA for this course will be 3.30. This target is meant as guideline, not a
mandate. Each individual grade must be awarded on the basis of student performance.
Note: Students are expected to conform to all university policies regarding academic integrity. Indiscretions
and/or excuses will not be tolerated.
2
GRADE COMPONENTS
1)
Attendance
50
2)
Class Participation
150
3)
Article Presentation
100
4)
Two Quizzes
200
5)
Mid-Term Exam
200
6)
Final Exam
300
1000
EXPLANATION OF COMPONENTS
1)
Attendance: Ongoing
Class will begin and end on time. Further, students should notify me in advance should they be forced to
miss class; each missed class will result in a five point deduction.
Notably, it is difficult to demonstrate a high degree of participation given multiple absences from class.
2)
Class Participation: Ongoing
This part of your grade will be based on effective contributions to class discussions. These include input that
is relevant to the course content and the topic of discussion. Students are expected to be prepared to discuss
and respond to questions pertaining to any and all assigned readings.
Effective class comments may address questions raised by others, integrate material from this and other
courses, draw upon real-world experiences and observations, or pose new questions to the class.
3)
Article Presentation: Individual Dates TBD
Each student will be responsible for presenting a current sports-business issue to the class. This informal
discussion includes researching and describing the sports-business implications of the article to the class.
4)
Quizzes: February 7th and March 28th
Each quiz requires students to identify and briefly describe the relevant sports business issues contained in
the question posed. Quiz topics will be directly linked to current sports business events.
3
These assignments will be graded based upon the following:
•
•
•
•
Grasp of Assigned Issue (20%)
Identification of Critical Issues (30%)
Identification of Stakeholders (30%)
Organization of the Exam (20%)
Mid-Term Exam: March 2nd
5)
The mid-term exam requires students to briefly analyze and outline the financial, marketing, and planning
components in response to the question posed. Consider both the tangible and intangible implications when
describing the effects on industry participants.
This assignment will be graded based upon the following:
•
•
•
•
•
•
6)
Grasp of Assigned Issue (10%)
Identification of Primary, Secondary, & Tertiary Industry Stakeholders (20%)
Potential Marketing Impacts (20%)
Financial Considerations (20%)
Strategic Planning Issues (20%)
Organization of the Exam (10%)
Final Exam: TBD
The final exam requires students to briefly analyze and outline the financial, marketing, and planning
components in response to the question posed. Consider both the tangible and intangible implications when
describing the effects on industry participants.
This assignment will be graded based upon the following:
•
•
•
•
•
•
Grasp of Assigned Issue (10%)
Identification of Primary, Secondary, & Tertiary Industry Stakeholders (20%)
Potential Marketing Impacts (20%)
Financial Considerations (20%)
Strategic Planning Issues (20%)
Organization of the Exam (10%)
4
STATEMENT FOR STUDENTS WITH DISABILITIES
Any student requesting academic accommodations based on a disability is required to register with Disability
Services and Programs (DSP) each semester. A letter of verification for approved accommodations can be
obtained from DSP. Please be sure the letter is delivered to me as early in the semester as possible. DSP is
located in STU 301 and is open 8:30 a.m. – 5:00 p.m., Monday through Friday. The phone number for DSP
is (213) 740-0776.
STATEMENT ON ACADEMIC INTEGRITY
USC seeks to maintain an optimal learning environment. General principles of academic honesty include the
concept of respect for the intellectual property of others, the expectation that individual work will be
submitted unless otherwise allowed by an instructor, and the obligations both to protect one’s own academic
work from misuse by others as well as to avoid using another’s work as one’s own. All students are expected
to understand and abide by these principles. Scampus, the Student Guidebook, contains the Student Conduct
Code in Section 11.00, while the recommended sanctions are located in Appendix A.
http://www.usc.edu/dept/publications/SCAMPUS/gov/
Students will be referred to the Office of Student Judicial Affairs and Community Standards for
further review, should there be any suspicion of academic dishonesty. The Review process can
be found at http://www.usc.edu/student-affairs/SJACS/
STATEMENT ON TECHNOLOGY USE
Please note that communication devices such as cell phones, Blackberries, etc. capable of sending and or
receiving electronic communication and all entertainment devices such as iPods or other MP3 players are to
be turned off and kept off throughout the class session. Receiving or sending communication or
entertainment during class disrupts the learning environment and is rude to those around you. Laptops can
be used only with the express permission of the professor. When you are permitted to use your laptop for
note-taking purposes, Internet connections are prohibited unless otherwise stated by the professor. There
will be no use of laptops during examinations.
RETURN OF GRADED MATERIAL
Returned paperwork, unclaimed by a student, will be discarded after 4 weeks and hence, will not be available
should a grade appeal be pursued by a student following receipt of his/her course grade.
5
ASSIGNED READINGS
WK. DATE
TOPIC
1.1
01/10
COURSE INTRODUCTION
1.2
01/12
PRO SPORTS:
Overview
READING
Foster & Greyser
“A Perspective from Harvard”
(pages 11-24)
Foster & Greyser
Section 2: “Leagues”
(pages 25-37)
2.1
01/17
No Class – MLK Holiday
2.2
01/19
PRO SPORTS:
Leagues
Rosner & Shropshire
“Overview: The Economics of Sports”
(pages 361-366)
Rosner & Shropshire
“Pay Dirt: The Business of Professional Team
Sports” (pages 235-241)
3.1
01/24
PRO SPORTS
Franchises
Foster & Greyser
Section 3: “Clubs”
(pages 93-104)
Foster & Greyser
Section 7: “Sports Marketing – Club Marketing,
Branding and Fan Avidity”
(pages 295-303)
3.2
01/26
PRO SPORTS:
Other Leagues &
New/Emerging Properties
CR: On the Ball
Chapter 1:“Building a Business”
(pages 1-30)
Rosner & Shropshire
“In the Fast Lane to Big Bucks: The Growth
of NASCAR”
(pages 301-306)
Rosner & Shropshire
“Start-Up Leagues and Niche Sports”
(pages 323-330)
In Class Group Exercise
6
ASSIGNED READINGS
WK. DATE
TOPIC
READING
4.1
01/31
PRO SPORTS:
Guest Speaker #1
4.2
02/02
PRO SPORTS:
The Athletes
Franchise Valuation
Foster & Greyser
Section 4: “Players/Athletes and Agents”
(pages 141-161)
CR: Sport Marketing Quarterly
“Vertical Extensions of Sports Organizations…”
Foster & Greyser
Section 10: “Financial Valuation and
Profitability”
(pages 439-458)
Rosner & Shropshire
“Moody’s Methodology for Rating SportsRelated Enterprises”
(pages 385-393)
5.1
02/07
QUIZ #1
5.2
02/09
COLLEGE ATHLETICS:
Overview
Revenue & Expenses
Rosner & Shropshire
“A Brief History of the NCAA’s Role in
Regulating Intercollegiate Athletics”
(pages 423-429)
Foster & Greyser
Section 5: “College Sports”
(pages 191-200)
Rosner & Shropshire
“The Economic Realities of Amateur Sports
Organizations”
(pages 469-476)
Rosner & Shropshire
“The Business of College Sports and the High
Cost of Winning”
(pages 477-491)
Rosner & Shropshire
“Beer & Circus: How Big-Time College
Sports Is Crippling Undergraduate Education”
(pages 590-593)
7
ASSIGNED READINGS
WK. DATE
TOPIC
READING
6.1
02/14
COLLEGE ATHLETICS:
Guest Speaker #2
6.2
02/16
COLLEGE ATHLETICS:
In Class Group Exercise
7.1
02/21
No Class – President’s Day
7.2
02/23
COLLEGE ATHLETICS:
Managerial Issues
Leadership
CR: A Place on the Team
Appendices A, H & I
CR: A Place on the Team
Chapter 12: “Triumph?”
CR: Economics of College Sports
Chapter 8: “College Football and Title IX”
CR: Sports Business Journal
“At 100, NCAA Still Defining Its Role”
(pages 1-7)
“2011 State of the Association Address”
(to be distributed at a later date)
CR: NCAA Financial Reports
8.1
02/28
No Class – Mid-Term Preparation
8.2
03/02
MID-TERM EXAMINATION
9.1
03/07
THE OLYMPICS:
Overview
Rosner & Shropshire
“Olympic Sports: Introduction”
(pages 395-399)
CR: The Olympic Games Effect
Chapter 4: “The Sports & Political Cocktail”
8
ASSIGNED READINGS
WK. DATE
TOPIC
READING
9.2
03/09
CORPORATE AMERICA:
Overview
Foster & Greyser
Section 6: “Sports Marketing – Advertising,
Sponsorship, and Endorsements”
(pages 233-250)
10.1
03/14
No Class – Spring Break
10.2
03/16
No Class – Spring Break
11.1
03/21
CORPORATE AMERICA:
Sponsorship
CR: Money Games
Chapter 9: “Corporate Marketing”
In Class Group Exercise
11.2
03/23
CORPORATE AMERICA:
Naming Rights
Rosner & Shropshire
“The Name is the Game in Facility Naming
Rights” (pages 127-134)
CR: Business Week
“Take Me Out to the Ballgame, James”
12.1
03/28
QUIZ #2
12.2
03/30
THE MEDIA:
Guest Speaker #3
13.1
04/04
THE MEDIA:
Overview
Foster & Greyser
Section 8: “Broadcasting, Media, and Sports”
(pages 343-353)
Rosner & Shropshire
“Media: Introduction”
(pages 139-142)
Rosner & Shropshire
“Sports & Television”
(pages 143-146)
9
ASSIGNED READINGS
WK. DATE
TOPIC
READING
13.2
04/06
THE MEDIA:
CR: Money Games
Chapter 1: “TV Content”
14.1
04/11
THE MEDIA:
Guest Speaker #4
14.2
04/13
No Class
15.1
04/18
PUBLIC SECTOR:
Overview
Foster & Greyser
Section 9: “Stadiums and Arenas”
(pages 409-438)
Rosner & Shropshire
“The Stadium Game”
(pages 113-126)
15.2
04/20
PUBLIC SECTOR:
Financial Considerations
CR: Sports Economics
“Subsidies and Economic Impact Analysis”
(pages 300-337)
In Class Group Exercise
16.1
04/25
CLASS WRAP-UP:
Career Advice
CR: On the Ball
Chapter 4: “Personal Branding”
(pages 79-105)
CR: On the Ball
Chapter 11: “Leadership”
(pages 259-277)
CR: Wall Street Journal
“Getting into the Game”
CR: Wall Street Journal
“Paying Her Dues”
CR: Wall Street Journal
“Failing Effort”
CR: Sports Business Journal
“New Lessons to Learn”
10
ASSIGNED READINGS
WK. DATE
TOPIC
READING
16.2
CLASS WRAP-UP:
Guest Speaker #5
TBD
04/27
Final Exam
11