University of Florida
SPORT MARKETING
Fall 2014
SPM 3306-Section 5033
Classroom: 265 FLG
Tuesdays from 10:40-11:30,
Thursdays: 10:40-12:35
Syllabus
Instructor:
Dr. Kaplanidou
Assistant Professor
Department of Tourism, Recreation and Sport Management
Office: 190C FLORIDA GYM
Phone: 352-294-1668
Email: kiki@hhp.ufl.edu
Office Hours:
Monday: 1-3 pm
Thursdays: 1-3 pm
Scope of the course
This course will introduce students to the application of principles of sport marketing with emphasis on sport event marketing. The
function of the course is to offer students with an up-to-date understanding of marketing concepts 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 marketing, consumer behavior and related fields.
Learning objectives
Method
Define and apply key sport marketing concepts
Class discussions,
quizzes, case studies
Understand the theories that underline sport marketing
processes
Analyze case studies
Understand how to create and apply a sport marketing
plan
Evaluate sport marketing strategies
Case studies, class
exercises, sport event
marketing plan
assignment
Marketing plan
assignment and case
studies
Learning outcomes
In depth knowledge of material
applicable in the sport marketing field
and presentation skills
Problem solving skills
Presentation skills and marketing plan
creation knowledge
Critical thinking
Presentation skills
Required Reading:
Mullin, Hardy & Sutton, 2014, Sport Marketing (4th edition). Human Kinetics, Champaign, Illinois
This book is available as e-book for much less. You can find it at: http://www.humankinetics.com/products/allproducts/Sport-Marketing-4th-Edition-eBook-With-Web-Study-Guide
Peer reviewed scientific Journal articles (will be available on Canvas under Files)
1. Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing
57(January): 1-22.
2. Dick, R. & Turner, A.L. (2007). Are fans and NBA marketing directors on the same page? A comparison of value marketing
techniques. Sport Marketing Quarterly, 16, 140-146.
3. Daniels & Norman, Estimating the Economic Impacts of Seven Regular Sport Tourism Events,
Journal of Sport and Tourism, 8(4), 2003, 214–222
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Case study listing
(All case study readings will be available on the Canvas course website under Files)
CASE STUDY 1: LPGA (from McDonald, M.A. & G.R. Milne, (1999). Cases in Sport Marketing. Boston: Jones & Bartlett. (This book is
available for free online through the Smathers libraries website)
CASE STUDY 2: The “Flying Pig”: Building Brand Equity in a Major Urban Marathon, Sport Marketing Quarterly 14.3 (September
2005)— will be posted online on the course website.
CASE STUDY 3: ASIAN GAMES (from McDonald, M.A. & G.R. Milne, (1999). Cases in Sport Marketing. Boston: Jones & Bartlett. This
book is available for free online through the Smathers libraries website)
CASE STUDY 4: Reebok B (from McDonald, M.A. & G.R. Milne, (1999). Cases in Sport Marketing. Boston: Jones & Bartlett. This book
is available for free online through the Smathers libraries website)
CASE STUDY 5: Understanding the Legacies of a Host Olympic City: The Case of the 2010 Vancouver Olympic Games. Sport
Marketing Quarterly. 19, 110-117, June 2010, will be posted online on the course website. There is another file tied to this case study
titled PyeongChang.
Note regarding the case study assignments: questions and instructions as to what you have to do for each case study will be given to
in a timely manner both in class and through the course website.
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Requirements and evaluation
A.
5 Case studies (group assignment)
During the course of the semester each group will have to read and provide solutions to five case studies that the instructor
will provide from a case study book or articles.
A short answer paper and a short power point presentation should be must be submitted to the professor via the course
website on the date the case study is due (see schedule below).
The essay should reflect suggestions to the case study problem questions. Such questions will be provided by the instructor
and will be posted on CANVAS. Students should make every effort to connect the case study with the readings and show how
to apply the sport marketing theoretical knowledge they gain in the classroom. Details of the assignments are posted on
CANVAS under the assignment tab.
Create a marketing Plan PORTFOLIO for a sport event (group assignment)
You will be randomly assigned to a group of 3-4 people, which the instructor will create at the beginning of the course. This
group formation will apply for the rest of the group assignments.
Each group will be assigned to a specific sport event. You will be given a sport event for which you will have to create a
marketing plan portfolio for. For your event you will have to answer critical thinking questions that build the critical parts of the
plan. The end product from this project will be a 20 page marketing plan report where you make recommendations about how
to solve the marketing problem as well as a 10-15 minute presentation.
Exam 1
Exam 2 (not cumulative)
Class Participation: For this requirement, you will be evaluated on the following:
In class short multiple choice quizzes—they include material up to the date of the quiz—not cumulative content (8%)
Article discussion (2%)
B.
C.
D.
E.
Total
20%
40%
15%
15%
10%
100%
Class attendance: I will be monitoring attendance for every class via an attendance signing sheet. Although not included in your grade, I can tell
you that attendance of all classes enhances class performance. Thus I strongly encourage you to be there for every class.
Grading Scale:
The final grade will be assigned according to the following:
A
B+
BC
D+
D-
95 – 100
87 – 89.9
80 – 82.9
73 – 76.9
67 – 69.9
60 – 62.9
AB
C+
CD
E
90– 94.9
83 – 86.9
77 – 79.9
70 – 72.9
63 – 66.9
< 60
UF POLICIES
University policy on accommodating students with disabilities:
Students requesting accommodation for disabilities must first register with the Dean of Students Office (http://www.dso.ufl.edu/drc/). The Dean of
Students Office will provide documentation to the student who must then provide this documentation to the instructor when requesting
accommodation. You must submit this documentation prior to submitting assignments or taking the quizzes or exams, ideally during the first week of
classes. Accommodations are not retroactive, therefore, students should contact the office as soon as possible in the term for which they are seeking
accommodations and inform the instructor as soon as possible at the beginning of the semester.
University policy on academic misconduct:
Academic honesty and integrity are fundamental values of the University community. Students should be sure that they understand the UF Student
Honor Code at http://www.dso.ufl.edu/students.php.
Academic Integrity:
Any individual who becomes aware of an honor code violation is committed to take corrective action. The quality of a University of
Florida education is dependent upon the community acceptance and enforcement of the Honor Code. Please refer to the University of
Florida Honor Code for a complete explanation of the UF Academic Honesty policy.
Honor Code Policy: "We, the members of the University of Florida community, pledge to hold ourselves and our peers to the highest
standards of honesty and integrity."
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Course policies regarding course performance and expectations and course evaluation
If personal circumstances arise that may interfere with your ability to meet a deadline, please let me know as soon as possible. Only
university accepted excuses will be accepted and documentation must be provided. Requirements for class attendance and make-up
exams, assignments, and other work are consistent with university policies that can be found at:
https://catalog.ufl.edu/ugrad/current/regulations/info/attendance.aspx.
If you experience trouble with Canvas, your browser, access to your GatorLink account, or any other relevant issues, please contact
the UF Computing Help Desk (http://helpdesk.ufl.edu/).
Please email me immediately if you have any questions or concerns of a personal nature. I will attempt to respond to your emails within
72 hours. Please remember to include the course prefix and number in your emails and that all correspondence must be presented in a
professional manner. Before you email me with any questions, be sure to check the syllabus for the answer to your question first.
Teaching evaluations
Students are expected to provide feedback on the quality of instruction in this course by completing online evaluations at
https://evaluations.ufl.edu. Evaluations are typically open during the last two or three weeks of the semester, but students will be given
specific times when they are open. Summary results of assessments are available to students at https://evaluations.ufl.edu/results/.
Grade Appeal Policy:
You have up to three (3) days after the posting of a grade to contact me regarding any issues or concerns. After that period the grade
is final.
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Tentative* Class schedule *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.
DAY
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Week 7
Week 8
Week 9
Week 10
Week 11
Week 12
Week 13
Week 14
T
08/26
R
08/28
T
09/02
Topic
Introduction
Syllabus overview
The sport business industry and the
meaning of sport marketing
Marketing and Management relationship,
strategic planning discussion
R
09/04
Dr. K away
T
09/09
Sport consumer behaviors-Dr. K away
R
09/11
T
09/16
R
09/18
T
09/23
R
09/25
T
09/30
R
10/02
T
10/07
R
10/09
T
10/14
R
10/16
The role of market research
Customer segmentation
The nature of the sport product,
Sport events as sport products
The nature of the sport brand
Week 16
Chapter 2
Promotions
Sponsorship
Public relations in sport marketing and
social media in sport
R
10/23
T
10/28
R
10/30
The distribution of the sport marketing
product
Presentation of Ms.
Kim on Olympic
Games bid paper
Chapter 3,
Group and event
assignments
ONLINE lecture
watching and online
discussion
In –class short quiz—
MULTIPLE CHOICE
Chapter 4
Chapter 5
Case study 1
discussion
Chapter 6
Chapter 7, Keller
(1993)
Case study 2
Chapter 8
Class discussion and
check progress with
groups
Chapter 10
Chapter 9
In-class short quiz
MULTIPLE CHOICE
Case study 3
discussion
Guest speaker –
TBA-tentative
Chapters 11, 12
Class discussion and
check progress with
groups
Chapter, 13
CLASS DISCUSSION
Managing the sport marketing mix
Chapter 15, Dick &
Turner article
T
11/04
Sport events as economy stimulators
Daniels & Norman,
2003
R
11/06
Progress report 3-- present to the rest of
the class
In-class short quiz
MULTIPLE CHOICE
Case study 4
Questions will be posted
timely on Canvas for class
discussion
Questions will be posted
timely on Canvas for class
discussion
Case study 5
discussion
Be prepared for
discussion
Be prepared for
discussion
Class discussion and
check progress with
groups
NO CLASSES-Veterans day
In-class short quiz
MULTIPLE CHOICE
Organizing and marketing a sport event
Exam 2 (short answer)
Discussing trends in the industry
T 11/25
R 11/27
T
12/2
R
12/04
T
12/09
ONLINE lecture
watching and online
discussion
Ms. Kim will cover the
class-
Progress report 1—present to the rest of
the class
Progress report 2--present to the rest of
the class
T
11/18
R
11/20
Other comments
Exam 1 (short answer)
The role of Sales and Service in Sport
Marketing
T
10/21
T
11/11
R
11/13
Assignments Due
Chapter 1
Sport consumer behaviors
Discussing trends in the industry
Week 15
Readings
Assign one journal or
media articles with
questions for
discussion
CHAPTER 16
Media article
discussion
In-class discussioninstructor to collect
answers to article
questions
In-class discussioninstructor to collect
answers to article
questions
Two groups
Marketing plan paper
and presentations due
Prepare for
presentation and
paper submission
NO CLASSES- Happy THANKSGIVING!!
Marketing plan presentations
Marketing plan presentations
Marketing plan presentations and course
wrap up
Four groups
One group (if needed)
ONLINE TEACHING
EVALUATIONS due
5
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