MONTCLAIR STATE UNIVERSITY
SCHOOL OF BUSINESS
DEPARTMENT OF MARKETING
I.
Course Number: MKTG 320
II.
Course Title: Sports Marketing and Management
III.
Credit Hours: 3.0
IV.
Prerequisites: MKTG 240 Introduction to Marketing and MGMT 231
Management Processes
V.
Catalog Description of the Course:
The sports industry is examined from a leisure and tourism perspective applying
marketing and management theories. An interdisciplinary approach is applied in
developing the ability to address the array of problems faced by sports marketers.
Some of the topics include: sport consumers; promotions (advertising,
sponsorship, endorsements); venue management; crowd and safety control; and
licensing. The course provides a foundation for entry into middle level marketing
and management positions in sports-related industries.
VI.
Aims of the Course:
This course provides students with an opportunity to see the many
marketing/management opportunities within the world of sports. It focuses on
core business skills and their applications to the sports industry.
VII.
Specific Objectives of the Course:
Students completing this course will be able to—
1) Demonstrate an understanding and application of the history of sport
2) Relate the organizational levels of sport enterprises today and describe
sites where sports and work activities occur.
3) Examine the relationships between sport marketing and sport management
and why many positions in the field are interdisciplinary
4) Identify the different types of sport consumers and markets
5) Discuss brand management as it relates to sport sponsorship and the
sponsorship of sports enterprises by non-sports businesses.
6) Understand the marketing channels for sports businesses including
participant oriented and spectator oriented businesses.
7) Understand how business and financial structures relate to the sports
industry, as well as, the unique problems of operational feasibility in the industry.
8) Understand the relationship of other business activities to the sports
marketing/management field including food services, hotels/resorts, and
retailing
9) Have a general knowledge of safety and crowd management issues having an
impact on the sports business as well as related legal issues.
10) Apply contracting and negotiation skills to the sports business
VIII. Content and Scope of the Course:
1) A Marketing and Managerial Perspective of the History of Sport
a. The emergence of early sports
b. The growth of the sport industry
2) Sports Today: Leisure and Tourism
a. Major/Minor Leagues
b. NCAA Sports
c. Major Sports Contests and Events
d. Sports Tourism
e. Adventure Sport
f. Other
3) The Marketing of Sports
a. Basic Marketing Concepts Applied to Sports
b. Sport Consumers and Markets
i.
Segmentation and Targeting
ii.
Psychological and Sociological Factors
iii. Factors Influencing Attendance
c. Product Concepts in Sports
i.
Characteristics
d. Promoting Sports Events
i.
The Promotion Mix and Planning
ii.
Brand Strategies
iii. Sponsorship
e. Distribution Concepts in Sports
i.
Intermediaries, Channels, and Stadiums
f. Pricing in Sports
i.
Pricing Strategies
4) Sports Management
a. Human Resources Issues in Sports
i.
Personal Management and Agencies
ii.
Ethics in the Sports Industry gambling, doping, etc.
b. Managerial Operational Issues in Sports
i. Contracting and Negotiation
ii. Safety and Crowd Management
iii.
Leagues and Alliances (World Olympic Organization, NFL,
NBA, etc.)
iv. Venue Management
v. Managing Sports Products
IX. Procedures, Techniques and Methods
Lecture and discussion
Class presentation(s)
Individual and/or group project(s)
Guest speakers
Case Studies
Internet
Professional Journals and publications
New York Times
Blackboard site
DVDs and videotapes
X. Educational Dimensions of the Strategic Charter Supported by the Course:
Students completing this course will be able to:
1. Discuss/present key concepts and theories explaining the sports industry and its
leisure and recreation history (communication skills, discipline-specific knowledge
and competencies)
2. Apply marketing and management concepts and theories utilizing creative, critical,
and/or reflective thinking skills in analyzing and addressing problems presented in
different sports marketing situations (discipline-specific knowledge and
competencies, thinking skills, change management)
3. Integrate these concepts and theories into marketing strategies and plans (thinking
skills)
4. Recognize the ever-changing nature of our understandings of the sports industry
and develop an appreciation for continuous professional and personal growth
(self-development)
XI. Basic Requirements for Completion of the Course:
To successfully complete the course, students must pass the assignments, exams, and
other course requirements listed on the syllabus.
XII. Representative Textbooks/ Readings:
Carpenter, L. (2000). Legal Concepts in Sport. Champaign, IL:American
Alliance for Health, Physical Education.
Dougherty, N., Goldberger, A., & Carpenter, L. (2002) Sport, Physical Activity, and the
Law (2nd ed.). Champaign, IL: Sagamore Publishing.
Guilding, C. (2002). Financial Management for Hospitality Decision Makers.
Burlington, MA: Elsevier/Butterworth-Heinemann.
Hall, M., Dallen J., & David, T. (2004). Safety and Security in Tourism. Binghamton,
NY: Haworth Press.
Heitzmann, W. (2004). Careers for Sports Nuts and Other Athletic Types (3rd ed.).
NY:McGraw Hill.
Higham, J. (2004). Sport and Tourism Destinations Issues and Analysis. Burlington,
MA: Elsevier/Butterworth-Heinemann.
Horner, S. (2005). Leisure Marketing: A Global Perspective. Burlington, MA:
Elsevier/Butterworth-Heinemann.
Hronek, B., & Spengler, J. (2002). Legal Liability in Recreation and Sports (2nd
ed).Champaign, IL: Sagamore Publishing.
Hsu, C. ed. (2005). Casino Industry in Asia Pacific: Development, Operation, and
Impact. Binghamton, NY: Haworth Press.
Hudson, S. (Ed.). (2002). Sport and Adventure Tourism. Binghamton, NY: Haworth
Press.
Jennings, G. (2005). Quality Tourism Experiences. Burlington, MA:
Elsevier/Butterworth-Heinemann.
Kandampully, J., Mok, C., & Sparks, B. (Eds.) (2000). Service Quality Management in
Hospitality, Tourism, and Leisure. Binghamton, NY: Haworth Press.
Kilby, J., Fox, J., & Lucas, A. (2004). Casino Operations Management (2nd ed). NY:
John Wiley & Sons.
McCarville, R. (2002). Improving Leisure Services Through Marketing Action.
Champaign, IL: Sagamore Publishing.
Medlik, S. (2003). Dictionary of Travel, Tourism and Hospitality(3rd ed.). Burlington,
MA: Elsevier/Butterworth-Heinemann.
Pyo, S. ed. (2002). Benchmarks in Hospitality and Tourism. Binghamton, NY: Haworth
Press.
Ritchie, J., & Crouch, G. (2003). The Competitive Destination: A Sustainable Tourism
Perspective. NY: CABI Publishing.
Sawyer, T. (Ed.). (2002). Facilities Planning for Health, Fitness, Physical Activity,
Recreation, and Sports (10th ed.). Champaign, IL: Sagamore Publishing.
Sawyer, T., Hypes, M., & Hypes, J. (2004). Financing the Sport Enterprise.
Champaign, IL: Sagamore Publishing.
Starke, L., et al. (Eds.). (2004). State of the World. NY: W.W. Norton & Company.
Stebbins, R. (Ed.). (2004). Volunteering as Leisure/Leisure as Volunteering. NY: CABI
Publishing.
Supovitz, F., & Goldblatt, J. (2004). The Sports Event Playbook: Management and
Marketing Winning Events. NY: John Wiley & Sons.
Tribe, J. (2005). The Economics of Recreation, Leisure and Tourism (3rd ed.).
Burlington, MA: Elsevier/Butterworth-Heinemann.
Van Der Wagen, L. (2002). Event Management for Tourism, Cultural, Business, and
Sporting Events. NJ: Prentice Hall.
Veal, A. (2002). Leisure and Tourism Policy and Planning (2nd ed.). NY: CABI
Publishing.
Weiermair, K., & Mathies, C. (Eds.). (2004). The Tourism and Leisure Industry:
Shaping the Future. Binghamton, NY: Haworth Press.
Williams, C., & Buswell, J. (2003). Service Quality in Leisure and Tourism. NY: CABI
Publishing.
Williams, J., & Muzaffer, U. (Eds.). (2004). Current Issues and Development in
Hospitality and Tourism Satisfaction. Binghamton, NY: Haworth Press.
Wober, K. (2002). Benchmarking in Tourism and Hospitality Industries. NY: CABI
Publishing.
Woodside, A., et al. (Eds.). (2000). Consumer Psychology of Tourism, Hospitality and
Leisure. NY: CABI Publishing.
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