Updated: 1/16/14
Instructor: Mark Dodds Office: 1125 Professional Studies
Telephone:
Fax:
(607) 753-4779
(607) 753-5795
Email: doddsm@cortland.edu
Class Room/Time: T / R 8:30-9:45; 10:05-11:20
Faculty Web Site:
Office Hours: M 9-11, T 1-2:30; F 9-11; or by appointment
(Note: On occasion, I am called away from my office during normally scheduled office hours for meetings, etc. A good practice is to call in advance and make an appointment, even during regular office hours . In addition to voice mail and E-mail, there is a bulletin board on the door of my office for leaving notes and messages.)
“SUNY Cortland is committed to upholding and maintaining all aspects of the federal Americans with Disabilities
Act of 1990 (ADA) and Section 504 of the Rehabilitation Act of 1973. If you are a student with a disability and wish to request accommodations, please contact the Office of Student Disability Services located in B-1 Van Hoesen
Hall or call 753-2066 for an appointment. Because many accommodations require early planning, requests for accommodations should be made as soon as possible.”
REQUIRED READING MATERIALS:
Shank, M. (2009). Sport marketing: A strategic perspective (4th Ed.), Pearson Prentice Hall
Case Studies in Sport Management , Human Kinetics
Log in to myRedDragon, click on the Library tab.
In the "Library Search" box, click on the Catalog tab, type in "Case Studies in Sport Management", click on "Title" in the drop down menu & then click on "search".
Click on the Title link to bring up the full view of the record, then click on "Recent issues available online"
That will bring you to the "journal home" as hosted by EBSCO.
Street & Smith’s Sport Business Journal (SBJ): SBJ is the leading trade journal in the sport management industry
RECOMMENDED READING MATERIALS:
Stotlar, D.K. (2005). Developing successful sport marketing plans (2 nd Ed.), Morgantown, WV: Fitness Information
Technology.
Weissman, Jerry (2003). Presenting To Win: The Art of Telling Your Story FT Press
International Journal of Sport Marketing and Sponsorship- can be accessed via www.accessmylibrary.com
Sport Business, Sport Marketing Quarterly, Promo, etc.
- can be found at the library
Event Marketer Magazine - can be found on-line
Supplemental Course Reading Materials: Based on current events in sport, supplemental readings may be distributed in class. Just as required course readings, students are responsible for any supplemental course readings distributed during the semester.
1

COURSE DESCRIPTION (from College Catalog):
Application of marketing and market analysis techniques to sports. Topics include sport consumer behavior, demand analysis, strategic market planning, and sponsorship. Prerequisite: MGT 253. (3 cr. hr.)
COURSE OBJECTIVES:
This course has been designed to build upon the basic understanding of mainstream marketing concepts and the application of such concepts in a sport context. By so doing, this course entails both a comparison and contrast of mainstream marketing practices with practices utilized in sport marketing. Classroom lectures, discussions, and exercises will examine the application of marketing principles to collegiate and professional sport, special events, international sport, broadcasting, and facility management. Case papers and exams will require each student to critically analyze sport marketing cases and to recommend and support business decisions and solutions. Students will work in teams to develop a strategic marketing plan for a team, an event, or a sport facility. Students will also be expected to be involved in a sport marketing and promotions experiential-learning project during the course of the semester. Upon completion of this course, students should be able to:

To develop a critical understanding of the principles, concepts, theories and tools of sport marketing.

To examine and gain understanding of the processes useful to the strategic analysis, planning, and effective implementation of a strategic marketing plan.

To assess and critically examine the techniques and tools described in the sport marketing literature as applied through an experiential-learning process.

To examine a variety of strategic marketing strategies utilized in different organizations and segments within the sport industry.

To understand the influence of demographic factors and the media on sport marketing strategies and practices.

To understand and articulate principles of ethical behavior related to sport marketing practices.

To develop a personal/professional philosophy for strategic sport marketing.

To understand contemporary problems and future trends in the development of sport marketing as a specialization within sport management.
The above objectives are the minimum requirements.
THESE OBJECTIVES WILL BE ACHIEVED BY:

Readings in textbooks, related materials, and current periodicals.

Individual and class discussions

Exercises, case studies, individual and group presentations.

Field experience and/or group projects.
BASIS FOR GRADING (STUDENT PERFORMANCE EVALUATION):
The final grade for this course will be based upon the following class activities:
Exam (100) 300
Strategic Marketing Plan
Strategic Marketing Plan Presentation
100
10
Written Assignments /Class Participation/Attendance/ Projects 90
Exams (3):
The exams will be an in-class exam. The exam may contain essay, short answer/ essay, T/F and / or multiple choice questions. Students will be expected to work independently on this exam. The final exam would be due during final exam week. In the alternative, the midterm exam would be an in-class exam. There may be questions and/or potential extra credit questions will be derived from Sports Business Journal articles. Short answer/ essay answers will be graded for content, presentation, grammar and spelling.
2

Extra Credit:
You may earn extra credit to be applied to your next exam grade. You may receive (2) points for a 2 page summation of a relevant academic journal article and (2) for a one page summation of a SportsBusiness Journal article. These are optional and due Tuesdays. You may only submit one document a week.
Strategic Sport Marketing Plan:
Students will work in a team [instructor reserves right to designate the size of the team] on a semester-long project in developing a strategic sport marketing plan that relates to a sport organization, special sport, or entertainment related event. This project will encompass market and competitive analyses including participant and/or spectator involvement, media relationships, promotional potential, and corporate sponsorship. The report should explore new markets both international and demographic. This paper should reflect your thinking and not what the company is already doing. A comprehensive written paper (minimum 40 pages, double space, 12 point Times New Roman, either APA, Vancouver system or Harvard blue book citation accepted, and soft binder) will be evaluated. This paper is to be handed in at the beginning of the class of the Strategic Sport Marketing Presentations. The topic must be approved by the instructor no later than the end of week 7.
Strategic Sport Marketing Plan Presentation:
Students will present their sport marketing plans to the class and possible invited guests (which may include professors, industry professionals, alumni, etc.) in a 15 minute presentation utilizing a professional software package such as PowerPoint. Students are expected to utilize graphs, charts, handouts, etc. to supplement their presentation.
A 5 minute Q+A and critic session will follow. Students are encouraged to participate as that will become a part of the class participation grade.
Class Participation:
Sport Marketing is a dynamic course of study that requires student participation. Along with generally expected inclass commentary, each student will be required to present four (4) short, reports throughout the semester (with accompanying copied source material) prior to the lecture/discussion for that particular week. Articles will be current and drawn from periodic literature including Street & Smith’s Sports Business Journal , SportsBusiness
International and other relevant and appropriate periodicals.
Written Assignments / Case Study:
Groups will write two-page typed reports (I didn’t have time to write a short letter so I wrote a long one instead –
Mark Twain) dealing with the discussion topic and based on the instructor assigned scenario. The written assignment should be written in a modified case study format. The first assignment only can be revised and resubmitted. The format should include (1) identify the problem, (2) analyze the situation using relevant facts and subject material, (3) develop and evaluate multiple options (include unintended consequences and response from competitors), and (4) recommend solution with implementation plan. The briefs should present rationale based on key theory presented in class / textbook and include at least ONE citation to an academic article related to the topic.
Focus on topic of class / recent classes. The written assignments must be handed in prior to the beginning of class.
Late assignments will result in lower points. Revisions will be due 1 class after paper is returned. If you are not present for return of paper, it is your responsibility to meet with me to get your paper back. You are NOT responsible for answering the case questions at the end of the case but should use them to guide you in your discussions.
Course Readings:
Students are expected to read the assigned material prior to class. End of chapter discussion questions / activities should be worked through either individually or in a group. These problems increase the general understanding of the chapter. Unless expressly stated by the course instructor, these problems will not be collected or evaluated.
However, the questions might be posed during class, which will influence the class participation mark. Additional reading material may be posted on the course WebCT site throughout the semester.
GRADING SCALE (Refer the current Undergraduate and Graduate Catalog for information concerning the grading system at SUNY Cortland.) While there are general grading requirements across campus, each professor is entitled to establish a grading system that reflects the relative degree of difficulty in a given course. Below is the grading scale for this class, which includes the percentile average a student must achieve to attain a particular letter grade in this course.
3

A 93.00 or above B- 80.00-82 .99 D+ 67.00-69.99
A-
B +
90.00-92 .99
87.00-89 .99
C+
C
77.00-79 .99
73.00-76 .99
D
D-
63.00-66.99
60.00-62.99
B 83.00-86.99 C- 70.00-72 .99 E Below 60.00
It is theoretically possible to receive an A+ in this class. However, to receive such a grade in this course, a student would have to complete all the class requirements with an “A” average as defined herein,
AND do something that, in the professor’s sole discretion, was significant and above and beyond the normal requirements of the class. For example, a student with an “A” average that had one of their class papers published or adopted by a professional sports organization would be awarded an “A+”. As a practical matter, the issuance of a grade of “A+” is extremely rare.
Pursuant to college policy, if a student has a grievance with an instructor (e.g. over a grade) the student should first attempt to settle the dispute informally with the professor. Any academic complaints concerning grading or policies must be made in a timely manner and according to the procedures specified in the College Handbook .
COURSE POLICIES:
I. Course Attendance Policy: (Refer to the current Undergraduate Catalog and the current College Handbook for additional guidance.)

General Policy: It is the policy of the College that regular class attendance is a basic requirement of all courses.
In their attendance of class, students are expected to be punctual, to be prepared, and to actively participate in class discussions and activities.

Making Up Missed Work: Students are responsible for making up class work missed as a result of an excused absence. Missed notes and handouts should be obtained from another student in the class.

Academic Dishonesty: Falsifying the reason for an absence to make an unexcused absence appear to be an excused absence shall be considered a form of academic dishonesty and dealt with as such.

Unusual Circumstances: Circumstances that prevent students from fulfilling course expectations shall be reviewed on a case-by-case basis.
II. Classroom Conduct:

Disruptive Behavior: In accordance with college policy, students engaging in disruptive or insubordinate behavior that interferes with lectures, order in the classroom, or the overall learning experience of other students in the classroom, may be subject to disciplinary action as the facts may warrant including, but not limited to, expulsion, suspension, probation, loss of privileges, reprimand, or warning. (see College Handbook )

Similar Misconduct: If you are found to have engaged inappropriate behavior in the classroom, citing similar misconduct on the part of other students in the classroom is not a defense.

Grievance Procedures: In accordance with SUNY Cortland’s academic grievance procedures, if you have any grievance with the course or the professor, you should attempt to resolve the matter informally by meeting with the professor first. Such issues should be addressed outside class by scheduling an appointment to meet with the professor during normal office hours. Raising grievances during class can become disruptive to the learning process and can interfere with the daily classroom activities. Egregious or repeated violations of this policy may result in formal disciplinary action.

Electronic Devices: Students are required to turn all cell phones and other electronic devices off prior to the start of classes. With the permission of the professor, students may use electronic recording devices and laptop computers in class for note-taking purposes, provided they do not interfere with the learning experience of other students or with the overall learning environment in the classroom.
III. Assignment Deadlines & Requirements:

Students are expected to turn in all written assignments and take-home exams on the due date. Any assignment that is not turned in by the due date will result in a loss of letter grade each day it is late. All written assignments and exams are expected to be typed, double-spaced, Times Roman font with no more than 1 inch margins.
Electronic submissions will be allowed only by the express permission of the instructor and sent to mark.dodds@cortland.edu
. Submissions to the instructor via WebCT will NOT be accepted. However, the instructor reserves the right to send information via WebCT to the class.
IV. Tests and Examinations
4


Scheduling: Examinations and tests will be given at the beginning of class on the scheduled dates.
(see course schedule attached) Except for excused absences, these cannot be made up. No additional time will be allotted for tardiness.

Time Limitations: All tests and exams are subject to established class times. Allotted time for examinations is considered expired when the last person in the class (who arrived on time) finishes. No additional time will be allotted for tardiness. Exceptions may be made to accommodate students with disabilities. It is HIGHLY recommended that students frequently save the answers during online exams so the exam does not time out as unused.

Reviews and Study Sheets: In anticipation of tests and exams, students do not have a right to any exam reviews
(either in-class or outside of class), study sheets, or exam review materials. The professor may, in his sole discretion, choose to provide such reviews or study materials to the students.

Content: Students are responsible for all course material, regardless of whether or not it is covered during course lectures, during optional exam reviews, or in optional study sheets.
“Course material” includes, but is not limited to, all assigned readings, video, audio, on-line materials, journals, etc. The content for course quizzes and examinations may come from any of these sources.

Different Sections: If multiple sections of a course are offered in the same semester, the content of lectures may vary slightly from section to section, but that does not alter your responsibility to know all the assigned course material, regardless of whether it is covered during the lecture in one section and not another.
V. Commitment to Technology: Much of the content in this class will be delivered by utilizing WebCT, a course delivery system provided by SUNY Cortland to faculty and students. Students are expected to become proficient in
WebCT by scheduling a free training session through Memorial Library. Missing content or not checking the online schedule due to a lack of knowledge or understanding of WebCT is not a defense for poor performance or missed due dates. Any questions regarding WebCT may be directed to webcttechhelp@cortland.edu.
VI. Academic Integrity: (Please refer to the current Undergraduate and Graduate Catalog , the College Handbook and the Code of Student Conduct and Related Policies for additional guidance.) Any form of academic dishonesty, including but not limited to plagiarism, use of “crib notes” on examinations, etc., will result in the circumstances surrounding the violation being forwarded to the appropriate constituency within the university for such further disciplinary action as may be deemed proper, in accordance with SUNY Cortland’s published policy on academic dishonesty.
Instructor’s expectation of students (Classroom Conduct)
It is expected that the student will:

Be present for each lecture, discussion, guest speaker, group meeting, and examinations prepared to discuss the material. Part of the lecture will be conducted in the Socratic method, so students must be prepared to present cases during the class.

Missed exams cannot be made-up except as outlined in the College Handbook.

Come to class prepared to participate in discussions and activities including reading assignments placed in
WebCT. Unannounced quizzes might supplement the attendance portion of the grade.

Think critically

Hand in all assignments on time and according to format specified in the syllabus.

Hats, baseball caps, etc. will not be worn in class. The instructor reserves the right to warn students once during syllabus review. Any wearing of a hat can result in lost class participation points.

Seek special help from the instructor ASAP if you find the material overwhelming.

Be considerate and respectful of other students. This includes turning all cell phones off and eliminating
“texting” and “web surfing” unless directed by instructor. The instructor reserves the right NOT to warn you about cell phone usage. Any cell phone usage will result in lost class participation points.

Unless it is a group assignment, all students are expected to do their own work. See College Handbook regarding definition and consequences of plagiarism and cheating. Plagarism includes using previously created papers / presentations.
IF THERE ARE ANY QUESTIONS ABOUT THE COURSE EXPECTATIONS OR GRADING POLICIES
AS SET FORTH IN THIS SYLLABUS, BE SURE TO RAISE THEM AT AN EARLY STAGE IN THE
COURSE.
5

6

7