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Des Moines Area Community College
Course Information – EFFECTIVE Aug. 2006
Acronym/Number MKT 199 Historical Ref. MKTG 306
Title Sports/Entertainment Marketing
Credit breakout 3 3 0 0 0
(credit lecture lab practicum work experience)
PREREQUISITE(S): MKT 110 Recommended
COURSE DESCRIPTION:
Exploration of the essentials of effective Sports/Entertainment Marketing. Topics include
application of the marketing principles in the sports/entertainment area, licensing issues,
sponsorships and endorsements, stadium and arena marketing, broadcasting and
media considerations, public policy and the unique challenges for sports/entertainment specific
products (concerts, special events, concessions, football, basketball, baseball, motor sports, etc.
COURSE COMPETENCIES:
During this course, the student will be expected to:
1. Explain the emergence of sports/entertainment marketing.
1.1 Define sports/entertainment marketing.
1.2 Examine sports as entertainment.
1.3 Examine the growth of the sports/entertainment industry.
2. Define the product Marketing Mix.
2.1 Evaluate the multidimensional nature of the sports/entertainment products.
2.2 Define the different types of sports/entertainment products.
2.3 Examine the strategic sports/entertainment marketing process.
3. Examine the internal and external factors effecting sports/entertainment.
3.1 Explain internal factors and their impact on the industry.
3.2 Explain external factors and their impact on the industry.
4. Evaluate the participants as customers.
4.1 List the types of customer decisions.
4.2 Compare psychological and sociological factors impacting the customer.
5. Examine the factors influencing attendance.
5.1 Define participant motivation factors.
5.2 Explain the difference between the event and the entertainment.
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