FREEMAN SCHOOL OF BUSINESS
MKTG 4280-21
Sports Marketing
Fall 2015
Instructor: Brandon Macneill
Office Phone: (504) 862-8443
Cell Phone:
(504) 453-8945
Office: 300 James W. Wilson, Jr. Center
E-mail:
macneill@tulane.edu
Office Hours: By Appointment
Blackboard Site: myTulane.blackboard.com
Class Meeting Day & Time
Tue 6:30-9:15p
Class Location: GWII Room 2111
Course Description:
The Sports Marketing course provides students with a practical application of marketing concepts in this
unique industry, with an emphasis on strategy development. The course is designed to explore how
businesses and organizations market their products and services, including product decisions, distribution,
pricing, and development of promotional programs. Topics include the marketing environment,
segmenting audiences, building a relevant brand, communications strategies and channels, customer
relationship management, delivering sports experiences, and branding. A guest speaker series and project
work will be incorporated into the course to provide students with professional perspectives within the
sports industry.
Course Prerequisites:
MKTG 3010
Course Goals: This course is designed to teach students the elements of marketing strategy and
marketing management in the sports industry. The course will provide a practical and theoretical
“tool kit” for analyzing marketing problems faced by both for-profit and non-profit organizations
in the sports and sporting industry. In this class, students will be provided with a forum for
presenting and defending their recommendations, and for critically examining and discussing the
recommendations of others.
Student Learning Objectives:
As the result of this course students should be able to:
 Understand how to apply marketing tactics—product, price, place, promotions—to carry
out this strategic positioning in the sports industry.
 Develop promotional campaigns that support the organization’s strategy.
 Understand the components of the internal and external marketing environments.
 Strategically segment audiences and create sports experiences for those target markets.
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
Understand the various external areas that is sport marketing – licensing to sponsorship to
branding with ultimate goal being revenue generation.
Course Material
 Fundamentals of Sports Marketing, 4th Edition; Brenda G. Pitts and David K. Stotlar
 Brands Win Championships; Jeremy Barlow
 Sports Business Journal
Grading
This course follows the faculty approved grading guidelines of a maximum class average GPA in
the range of 2.700 to 3.000 for core classes and a maximum class average GPA in the range of
3.000-3.333 for business elective classes. Please note the stated average class GPA range is a
maximum average range and the class average GPA range could be lower.
Your final grade will be based on the following scale:
I.
II.
III.
IV.
V.
VI.
Assignments:
Quizzes:
Case Studies/Group Projects:
Mid Term Exam:
Cumulative Final Exam:
Class Participation
20%
10%
20%
20%
20%
10%
Class Attendance
Your attendance in each class is important. With prior written approval (email acceptable), you are
allowed one excused absence from class meetings. Any other missed class will subsequently result in a
half letter grade penalty. Arriving late is better than not arriving at all, however, attendance will be taken
at the beginning of class. Three tardies equals an absence.
Learning Disabilities
Under the Americans with Disability Act and the Section 504 of the Rehabilitation Act, if you have a
disability, you may have the right to an accommodation; however, the right is contingent upon you taking
certain steps. You should review the steps that you need to take, as well as Tulane’s policy concerning
accommodations at http://tulane.edu/studentaffairs/disability/accommodations.cfm
Any student with a disability, in need of course or examination accommodation, should request an
accommodation through the University’s Office of Disability Services (ODS) located in the Mechanical
Engineering Building. At the beginning of the semester, please provide me with a copy of your approved
ODS accommodation form. I am committed to working with ODS to ensure that I provide you with all
approved accommodations. If you do not deliver the approved accommodation form to me, I will not
know that ODS approved your accommodation and I will have no basis to provide those
accommodations.
For students with extended time accommodation, they are to take exams at the Freeman School. Please
take your exam request form directly, at least four business days in advance, to Phylicia Richardson in
Suite 200. Once Ms. Richardson receives your request form she will schedule your exam. You must begin
your exam when the class normally would begin. For all other accommodations, please take your form to
ODS and they will schedule your exam.
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Specific Course Policies
I.
Assignments: Throughout the course, I will assign outside readings (Sports Business
Journal), questions or other related problems to evaluate “real world” problems in the
marketing environment. PLEASE NOTE, LATE ASSIGNMENTS WILL NOT BE
ACCEPTED. If the assignment is not turned in during class time, a grade of “0” will be
given.
II.
Quizzes: Quizzes can be announced or unannounced. Any quiz given may not be made
up. They will be multiple choice questions, definitions, and short answers. Each quiz will be
graded on a 10-point basis.
III.
Case Studies/Group Projects: The case study methodology will be applied throughout the
course. When a case study is assigned, your group is expected to prepare a 1-2 page typed
answer that thoroughly reflects your own thoughts. Please do not give the “textbook answer”
without any personal conclusion. You will be expected to discuss your answers about the
case in class. Often times these will be done within groups. At the end of the semester
everyone will anonymously grade their group partners. There will be at least one group
project presentation (groups of four) of which will be no shorter than 20 minutes in length.
IV.
Mid Term Exam: The mid-term exam will have a small number of multiple choice, and
definitions. The majority of the exam will consist of short answers that will challenge your
overall understanding of the material in the chapters and class discussions. The exam will be
based on 100 points.
V.
Cumulative Final Exam: This is a cumulative final exam based on all of the material cover
throughout the semester. Similar to other exams, it will include multiple choice, definitions
and short answers, with a heavy emphasis on comprehensive essays. The final will be based
on 100 points.
VI.
Class Participation: In addition to discussing assignments, you will be expected to
communicate your thoughts and ideas. You will be graded on the entire semester; therefore I
will look to see that your participation is consistent. Your comments should reflect an
understanding of the material covered and should add to a discussion. You will be called on
and expected to contribute. I expect that all students be prepared for class.
Workload
Generally, a week of preparation will consist of covering the assigned readings and the Sports Business
Journal, additional research, preparing for presentations and/or answering assigned questions. Each week
you should study notes in class and have a solid understanding of the readings covered for possible
quizzes and class discussions.
Guidelines/Comments
The following list is a reminder of some of the things I expect from college level students. You will be
required to follow these guidelines for the semester.
 Please come on time
 Please wait to be dismissed
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





Please participate – be respectful of others
Please keep up the course assignments and be prepared
Please ask questions
Please turn off electronic devices
Please NO EXCUSES
ENJOY it – this should be a fun and entertaining subject!
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Fall 2015 Class Schedule
DATE
Tues, Aug. 25
TIME
6:30 – 9:15 pm
Tues, Sept 1
6:30 – 9:15 pm
Tues, Sep. 8
6:30 – 9:15 pm
Tues, Sep. 15
6:30 – 9:15 pm
Tues, Sep. 22
6:30 – 9:15 pm
Tues, Sep. 29
6:30 – 9:15 pm
Tues, Oct. 6
6:30 – 9:15 pm
Tues, Oct. 13
6:30 – 9:15 pm
Tues, Oct. 20
6:30 – 9:15 pm
Tues, Oct. 27
6:30 – 9:15 pm
Tues, Nov. 3
6:30 – 9:15 pm
Tues, Nov. 10
6:30 – 9:15 pm
Tues, Nov. 17
6:30 – 9:15 pm
Tues, Nov. 24
6:30 – 9:15 pm
Tues, Dec. 1
6:30 – 9:15 pm
Tues, Dec. 8
6:30 – 9:15 pm
ASSIGNMENT
Introductions, Review of Semester, Expectations, Intro
Chapter 1: The Sport Business Industry
Sports Biz Journal
Chapter 2: Global Market
Chapter 3: Sport Marketing Process
Sports Biz Journal Discussion
Chapter 4: Sport Marketing Research
Chapter 5: Segmentation, Target Marketing & Positioning
Sports Biz Journal Discussion
Chapter 6: Marketing Information Systems
Chapter 7: The Marketing Mix and the Sport Industry
Chapter 8: The Product in the Sport Business Industry Sports
Biz Journal Discussion
Chapter 9: Price & Pricing Strategies for the Sport Business
Industry
Chapter 10: Place: Distribution in Channels and Decisions in
Sport Business Sports Biz Journal Discussion
Chapter 11: Promotion in the Sports Industry
Sports Biz Journal Discussion
Chapter 12: Media Relations in Sport Sports Biz Journal
Discussion
Sports Business Journal Discussion
MID-TERM EXAM
Chapter 13: Marketing Through Endorsements and
Sponsorships
Chapter 14: Using Licensing & Logos in the Sports Industry
Sports Biz Journal Discussion
Chapter 15: Social Media in Sports Marketing
Sports Biz Journal Discussion
Brands Win Championships: Chapter 1 Managing Your
Perception, Chapter 2 Writing Your Story
Sports Biz Journal Discussion
Brands Win Championships: Chapter 3 Telling Your Story
Sports Biz Journal Discussion
Group Project Discussions
Sports Biz Journal Discussion
Group Projects 1-3
Sports Biz Journal Discussion
Group Projects 4-6
Sports Biz Journal Discussion
Group Projects 7-10
Final Exam
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