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University of Florida
SPM 3306: SPORT MARKETING
Spring 2015
Course: SPM 3306; Section no. 5033; Location: FLG 0265
Time: Tuesday 5th (11:45am - 12:35pm) and Thursday 5th – 6th Periods (11:45am – 1:40pm)
Office Hour: by appointment
Instructors: Yonghwan Chang & Wonseok (Eric) Jang
Offices: FLG 206F & 206H
Office Tels: 352-294-1677 & 352-294-1679
Emails: yhchang@hhp.ufl.edu & sathink@ufl.edu
1. Course Goals
The purpose of this course is to provide students with an introductory theoretical understanding
of sport phenomena, focusing on the application of the basic principles of sport marketing. This
course will provide students with an up-to-date understanding of marketing concepts and theories
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 the areas of
marketing, advertising, consumer behavior and related fields.
2. Course Objectives
List of Objectives
1. Define sport marketing and discuss the unique
nature and scope of the sport industry.
2. Introduce, define, and apply key marketing
concepts and theories to efficiently explain the
phenomena observed in the sport industry as
well as other related fields.
3. Identify critical marketing issues that are of
relevance to the contemporary (sport) consumer.
4. Analyze case studies in the field of sports to
recognize sound marketing decisions and to
articulate sport marketing solutions for various
constituents.
5. Evaluate the (sport) marketing strategies of
professionals as well as of fellow students by
critiquing professional work and student
assignments.
6. Synthesize course material into a marketing plan
for a sport organization.
Learning Outcomes
Content Knowledge
Critical Thinking
Content Knowledge
Critical Thinking
Communication
Assessment Tools
Exam
Critical Thinking
Group Project
Critical Thinking
Communication
Case Analysis
Group Project
Critical Thinking
Communication
Article Review
Group Project
Content Knowledge
Critical Thinking
Communication
Group Project
Exam
Group Project
3. Recommended Textbook and Readings
Mullin, B.J., Hardy, S., & Sutton, W.A. (2014). Sport Marketing. (4th ed.). Champaign, Illinois:
Human Kinetics.
* Additional readings will be distributed in class.
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4. Technology – Canvas
Course news, information, syllabus and some class materials may be found online at Canvas
(http://lss.at.ufl.edu). Each student will need to use his or her own Canvas account to log into the
class link.
5. Student Information Card
Each student is responsible for filling out an information card that includes an up-to-date picture
of the student, student’s name, year, hobbies, emphasis of study, and career goals.
6. Course Grades
Overall Course Points
Letter Grade
630 pts. – 700.0 pts.
A
616 pts. – 629.9 pts.
B+
560 pts. – 615.9 pts.
B
553 pts. – 559.9 pts.
B-
546 pts. – 552.9 pts.
C+
490 pts. – 545.9 pts.
C
483 pts. – 489.9 pts.
C-
476 pts. – 482.9 pts.
D+
420 pts. – 475.9 pts.
D
413 pts. – 419.9 pts.
D-
412.9 pts. or less
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7. Grade Determination
List of Determinants
Points
1. Exams (2 × 100 pts.)
2. Marketing Concepts/Theories
3. Theoretical Interpretation of Sport Phenomena
4. Marketing Plan Paper
5. Marketing Plan Presentation
7. Quizzes (4 × 10 pts.)
8. Attendance & Participation
Overall Course Points
200 pts.
80 pts.
80 pts.
130 pts.
70 pts.
40 pts.
100 pts.
700 pts.
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8. Course Assignments
8.1. Examinations
The examinations will cover lecture, discussion, and material from the textbook as well as
handouts distributed in class. Exam format will consist of true/false, multiple choice, and short
answers.
8.2. Theoretical understanding of sport phenomena
8.2.1. Marketing concepts/theories
Each student will be responsible for providing a brief summary of selected five marketing
concepts/theories. The summary must include (1) existing conceptual/theoretical definitions and
(2) brief statements of your understanding of the concepts/theories.
* A list of selected marketing concepts/theories will be distributed in class.
8.2.2. Presenting theoretical interpretation of sport phenomena
Each student will also make an oral presentation about theoretical understandings and
interpretations of sport phenomena. Presentations should last 12 minutes, followed by a fiveminute discussion including Q & A. Each student must (1) select up-to-date sport phenomena
from a variety of sources such as academic articles (e.g., Journal of Sport Management or Sport
Marketing Quarterly) or media/news reports (e.g., Sport Business, Ad age, or Ad week); and (2)
identify appropriate marketing concepts/theories to efficiently interpret/explain the phenomena,
focusing on the effects of the phenomena on sport consumers. If you believe that the theoretical
understanding/interpretation of the phenomena would be useful to sport marketers, explain how
the understanding/interpretation could be utilized by experts in the field. Once you identify the
appropriate match between sport phenomena and the concepts/theories, you must receive
approval from your instructor by submitting one page abstract of your presentation. The abstract
should include a statement of the problem (sport phenomena), a list of related theories/concepts,
discussion questions, conclusions, and additional comments. Each student should present their
work on the assigned presentation day. At least five pages of PowerPoint should be used for your
presentation. Also, come up with 3 interesting open-ended discussion questions for the class.
Presentation order will be discussed in class. You should use PowerPoint to present and must
submit your PPT slides electronically to your instructor by 9:00 am on Monday on your
presentation week. Failure to do so will result in a 20% deduction from your grade.
8.3. Marketing Plan
8.3.1. Marketing plan paper
Each student will be assigned to a group of four or five who will be responsible for providing a
marketing plan. Each group will pick a sport organization, and review the organization’s current
business circumstances and promotional strategies, and then will propose a comprehensive
marketing plan for the organization. The proposed plan should detail: 1) current business
circumstances, 2) critiques of current marketing strategies, 3) proposed marketing strategies
based on clear objectives, 4) proposed schedules and expected budgets to implement the
proposed marketing strategies, 5) theoretical justifications of the proposed marketing strategies,
and 6) checkpoints to measure the outcomes of the proposed marketing strategies. Each group
will submit a marketing plan paper.
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8.3.2. Presenting marketing plan
Each group will give a 20-minute presentation covering the main points of the marketing plan.
Presentations should last 15 minutes, followed by a five-minute discussion including Q & A.
You are required to prepare an appropriate PowerPoint slide show to facilitate a concise and
cogent presentation, as well as provide handouts for your classmates. All group members must
attend all presentation days if they want to receive any credit for their own presentation. You
must submit your PowerPoint slides to your instructor by 9 am on the day of your presentation.
Failure to do so will result in 20% deduction from your grade.
8.4. Quizzes
Four pop quizzes will be given at the beginning of class during the semester. Quizzes will cover
material from the most recent lessons from the class, and/or from readings assigned for a
particular day’s topic. There is no make up for quizzes missed due to lateness or absences.
8.5. Attendance/Participation
Class attendance is expected and required. Numerous in-class participations/activities to be
completed in class only will occur throughout the semester. In-class assignments and
participations will be assessed during the semester. There will be no make-up grades for missed
classes and/or in-class participations/activities. For each unexcused absence, five points will be
deducted from your overall points. Importantly, if you miss more than 10 classes, you will
automatically receive “F” regardless of other works that you did for the class. However, if you
attend all classes, you will receive 10% bonus from your overall grades.
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9. Course Policies and Requirements
9.1. In-Class Exercises/Participation/Attendance
Your attendance and participation are expected as a natural expression of your commitment to
your academic major, and, most importantly, your desire to succeed. In addition, it provides you
with the opportunity to contribute to our class discussions. If you are absent for any reason, you
are expected to check with other students to make sure you are caught up with lecture
assignments or class announcements. Be on time to class and conduct yourself in a professional
manner during class.
9.2. Exams/Quizzes/Assignments
- All examinations, including quizzes and the term exam, must be completed within the assigned
time. Therefore, do not be late to class on the day of any exams. If a student arrives late for an
exam and quizzes, the late student will not be permitted to take the exam/quizzes and will
receive a zero for the evaluations.
- Unless otherwise instructed, written assignments should be typed or prepared in a word
processor using APA guidelines (6th edition) which include 12-point font (Times New
Roman), one-inch margins, double-spaced lines and page numbers. Spelling errors, incomplete
sentences, and other grammatical errors are subject to deductions. Please be sure to spell-check
and proofread your work. Where appropriate be sure to use citations for referenced work, and
include a reference or bibliography page at the end of an assignment.
- All assignments must be turned in (typed and stapled/bound) at the beginning of class on the
day the assignment is due.
- Students with extenuating circumstances that require missing a scheduled assignment,
presentation, or exam must notify the instructor and make prior arrangements to fulfill that
requirement.
- All assignments and exam are to be taken at the time assigned. No make-up assignments or
examination will be given. Any assignments or exams missed will be recorded as a zero.
Should a student have written proof of a medical problem or a UF varsity athletic contest that
prevents taking a quiz/exam, other arrangements will be made on an individual basis.
- Students will have to turn in electronic and printed copies of each assignment. The electronic
copy should be submitted through Canvas in addition to the printed copy submitted in class.
Any assignment not submitted on the due date will be considered late and will result in a score
of zero. Students that have an excused absence for the date an assignment is due are responsible
for making the necessary arrangements with the instructor for turning in the assignment.
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9.3. Academic Integrity Statement
University of Florida Honor Code:
“We, the members of the University of Florida community, pledge to hold ourselves and our
peers to the highest standards of honesty and integrity. On my honor, I have neither given nor
received unauthorized aid in doing this assignment. The university requires all members of its
community to be honest in all endeavors. A fundamental principle is that the whole process of
learning and pursuit of knowledge is diminished by cheating, plagiarism and other acts of
academic dishonesty.”
Each student has a responsibility to understand, accept, and comply with the University and
College’s standards of academic conduct. Examples of academic misconduct:
- Cheating: Use or attempted use of unauthorized materials, student aids or information in any
academic exercise.
- Collusion: Aid or attempt to aid another student in committing academic misconduct.
- Interference: Preventing another student’s work from being completed.
- Plagiarism: Use of ideas, words or statement of another person without giving credit to that
person.
Violations will not be tolerated and may result in penalties that may include (but are not limited
to): A zero on the exam/project, a failing class grade, community service, university expulsion.
Students should report any condition that facilitates dishonesty to the instructor, department
chair, college dean, Student Honor Council or Student Conduct and Conflict Resolution in the
Dean of Students Office.
9.4. Religious Holiday Policy
It is my policy to make every reasonable effort to allow students to observe their religious
holidays without academic penalty. Absence from classes or examinations for religious reasons
does not relieve you from responsibility for any part of the coursework assigned while you are
absent. If you expect to miss a class, exam, or other assignments as a consequence of a religious
observance, you shall be provided with a reasonable alternative opportunity to complete such
academic responsibilities without penalty, unless it interferes unreasonably with the rest of the
class. It is your obligation to provide me with reasonable notice of the dates of religious holidays
on which you will be absent ahead of time. Such notice must be given by the end of the fourth
week of class (but preferably as soon as possible so we can schedule the make-up assignment
dates that will work best for you).
9.5. Disability Statements
“Students requesting classroom accommodation must first register with the Dean of Students
Office. The Dean of Students Office will provide documentation to the student who must then
provide this documentation to the Instructor when requesting accommodation”
“Disability Resource Center: For optimal consideration, you must see the instructor within the
first three (3) days of class”
** The instructor reserves the right to make changes to the syllabus and outline as the class
progresses and circumstances arise. Students will be given notice of any changes. **
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Course Schedule (tentative)
Date
Topics
Readings
Assignments/Comments
Tues-W 8/25
Introduction/Syllabus Overview
W1
Student Information Card Due
Ch. 1,2
Thur-W 8/27
Perspective in Consumer Behavior
Ch. 3
Memory & Cognition
T.I.P. Scheduling Due
Tues-Y 9/1
W2
Ch.
3
Theoretical
Under.
of
Sport
Phenomena
Thur-Y 9/3
Sport Advertising
Group Setup Due – Mar. Plan
Tues-W 9/8
W3
Ch. 3
Thur-Y 9/10
Normative & Behavioral Decisions
T.I. Presentation
Tues-W 9/15
W4
Ch. 4
Sport Marketing Research
Thur-Y 9/17
T.I. Presentation
Tues-Y 9/22
W5
Ch. 5
Thur-Y 9/24
Market Segmentation
Concepts/Theories Due
T.I. Presentation
Tues-W 9/29
W6
Ch. 5,6
IAT & International Branding
Thur-Y 10/1
Tues-W 10/6
T.I. Presentation
W7
Ch. 6,7,8
Luxury Marketing in Sports
Thur-W 10/8
Exam I Review
Tues-Y 10/13
W8
Exam I
Thur-Y 10/15
T.I. Presentation
Tues-W 10/20
W9
Ch. 8,9
Pricing & Promotion
Thur-Y 10/22
Tues-W 10/27
T.I. Presentation
W 10
Thur
10/29
No Class – SMA Conference
T.I. Presentation
Tues-W 11/3
W 11
Ch. 10
Risk Management
Mar. Plan P. Scheduling Due
Thur-Y 11/5
T.I. Presentation
Tues-W 11/10
W 12
Ch. 11
P. (Mar. Plan) + Business Ethics
Thur-Y 11/12
P.
(Mar.
Plan)
Tues-W 1/17
W 13
Ch. 12
P. (Mar. Plan) + Media & Biases
Thur-Y 11/19
P. (Mar. Plan)
Tues-W 11/24
W 14
No Class – Thanks Giving Holiday
Thur
11/26
P. (Mar. Plan)
Mar. Plan Paper Due
Tues-W 12/1
W 15
Exam II Review
Thur-W 12/3
W 16 Tues-W 12/8
Exam II
Note: W = Wonseok (Eric) Jang; Y = Yonghwan Chang; P. = Presentation; Mar. = Marketing; T.I. = Theoretical
interpretation of sport phenomena
**This schedule is tentative, and it could be changed based on the pace of the lectures and assignment needs. Changes
will be announced in class and the instructor bears no responsibility of announcing these changes individually**