McDaniel College Sport Marketing EPE 504 Evaluation
_____________
Course Grading Policy
~Textbook/Homework/Workbook Assignments: Each student can earn 100 points (12
assignments, 10 will be evaluated and each worth 10 points). Each chapter presents an opening
Think Critically Assignment and several Intermission Assignments. There are required
homework assignments and serve as class discussion material and are to be completed before the
chapter is presented. When so designated as an option, students may choose to identify a MVP
(Most Valuable Point) from the textbook chapter and draft a brief commentary that establishes the
points’ relevance to the sport industry in an applied setting. These assignments are to be
completed as computer/word processed documents and submitted for discussion. An organized
assembly of all assignments is to be maintained in a workbook that will be evaluated periodically
throughout the semester.
SCORE _____________Textbook/Homework Assignments
(25 points)
~Solicitation/Sport Marketing ‘Audit’: Each student is required to independently seek and
solicit a business or company that markets sport or uses sport to market its products or services.
From the material provided in supplemental handouts, the student is to conduct an ‘audit’ of the
sport marketing management process employed by that agency. A specific instruction page is
included with this syllabus to provide more detail. A thorough presentation is required of each
student and the audit and presentation carries a 100 point value.
SCORE _______________ Sport Marketing Audit/Presentation (100 points)
~Sport Marketing Examples: For each example, students can earn 25 points for
submitting/presenting a one page computer format assignment as a combination reaction paper,
summary and review paper, and minor research paper that examines in detailed analysis a sport
marketing example. A class presentation to discuss the observation and evaluation, analysis and
research, and formed opinion with qualitative assessment and recommendations is assigned to
specific dates on the calendar.
SCORE _______________ Sport Marketing Examples
(75 points)
~Attendance & Participation: mandatory. Students are required to attend each class and on-site
sport agency visits. Unexcused absences result in point deductions of 10 points each. Excused
absences will have alternate assignments required.
SCORE _________________
Attendance & Participation + / -
point values
SCORE _________________
Assign final grade based upon above criteria
McDaniel College
Westminster, MD 21157
EPE 504 Sport Marketing
Fall 2010
Instructor: Dr. Joseph Jacobs
Phone: 410-386-4014
Email: jjacobs@mcdaniel.edu
Class meets: Tuesdays 4:50-7:20
Course Description
A study of the complex and diverse nature of sport publicity and marketing. This course
presents a framework to help explain and organize the strategic sport marketing process
for sport management professionals; including public relations managers, promotion
managers, agents, and marketing managers. Topics for discussion include marketing
fundamentals, promotion techniques, and business objectives of sports.
Course Objectives
This course presents the strategic planning process and the development of the marketing
mix into a marketing plan, a document that represents the framework for the marketing
efforts of a sport organization. Students will be challenged to engage sport organizations
for case study learning and will be exposed to professional sports marketing agents on
site. Furthermore, each student will be able to:
1. Understand the business end of sports and use of strategic marketing processes
applied in amateur and professional sports organizations.
2. Appreciate publicity fundamentals as demonstrated in broadcasting, public
relations, and print media.
3. Conduct an examination of newsworthy trends in the field of sports marketing.
4. Review marketing fundamentals applied in special events, including personality
promotion, site promotion, contingency and crisis management.
5. Undertake a field project to work with the marketing division of a company that
markets a sport event or product or uses an event or sport product to market its
company. The purpose of this field project is to engage in sports marketing in a
real world setting, including analyzing the degree of success and prepare and
present your findings.
Course Text and Required Readings
Kaser, Ken & Dotty Boen Oelkers. 2nd Edition (2005). Sports and Entertainment
Marketing. South-Western Educational Publishing. Cincinnati, OH.
Gladen, James M. & Sutton, William A. Marketing Principles Applied to Sport
Management, Chapter 3 in Masteralexis et.al.’s Principles and Practices of Sport
Management; Jones & Bartlett Publishers, Inc. 2005
Sport Marketing Theory: The Sport Marketing Management Model
Course Format and Requirements
General
The general format for course work will require students to a) read the text and
supplemental hand outs in order to engage in daily discussions and provide background
for case study and on-site visits; b) solicit and engage a sport organization for the purpose
of understanding an application of the sport marketing management model or audit; and
c) attend on-site marketing discussions with outside sport agencies.
Specific
~Attendance & Participation: mandatory. Students are required to attend each class
and/or lectures from sport professionals on campus or on-site. Unexcused absences result
in point deductions of 5 points each. Excused absences will have alternate assignments
required.
~Textbook/Homework Assignments: Each student can earn 25 points (12 assignments,
10 will be evaluated and each worth 10 points). Each chapter presents an opening Think
Critically Assignment and several Intermission Assignments. These are required
homework assignments to serve as class discussion material and are to be completed
before the chapter is presented. As a written assignment students must identify a MVP
(Most Valuable Point) from the textbook chapter and draft a brief commentary that
establishes the points’ relevance to the sport industry in an applied setting. These
assignments are to be completed as computer/word processed documents and submitted
for discussion.
~Sport Marketing Examples: For each example, students can earn 25 points for
submitting/presenting a one page computer format assignment as a combination reaction
paper, summary and review paper, and minor research paper that examines in detailed
analysis a sport marketing example. A class presentation to discuss the observation and
evaluation, analysis and research, and formed opinion with qualitative assessment and
recommendations is assigned to specific dates on the calendar.
~Solicitation/Sport Marketing Audit: Each student is required to independently seek
and solicit a business or company that markets sport or uses sport to market its products
or services. From the material provided in supplemental handouts, the student is to
conduct an audit of the sport marketing management process employed by that agency. A
specific instruction page is included with this syllabus to provide more detail. A thorough
presentation is required of each student and the audit and presentation carries a 100 point
value.
Course Grading Policy
Sport Marketing Audit/Presentation
100 points
Sport Marketing Examples (3) @ 25 points and
75 points
Textbook/Homework MVP
(12 chapters) total points
25 points
200 points
Attendance & Participations
+/-
point values
The course outline for EPE 504 provides the student with a study guide and framework for
planning an organizing reading assignments and other responsibilities. The Instructor may
alter the outline as necessary to facilitate effective learning and course management.
Course Outline
Aug 31
- First class, handout material, opening assignment, syllabus introduction,
Chapter 1. Assignment is Chapters 1.
Sep 7
- Review/discuss mandatory assignment on FATE-Profile and handout
reading material from day 1, assignment is Chapter 2.
Sep 14 -
Review/discuss Chapter 2; assignment Chapter 3.
Sep 21
- Sport Marketing Examples Presentations. Review/discuss Chapter 3;
assignment Chapter 4.
Sep 28 -
Review/discuss Chapters 4; assignment Chapter 5.
Oct 5
Sport Marketing Examples Presentations Review/discuss Chapter 5;
assignment is Chapter 6.
Oct 12
- Review/discuss Chapters 6; assignment is Chapter 7.
Oct 19
- Sport Marketing Examples Presentations [Self-assigned] Review/discuss
Chapter 7; checkpoint on Audit. Assignment is chapter 8.
Oct 26
- Sport Marketing Examples Presentations Review/discuss chapter 8;
assignment is chapter 9.
Nov 2
Sport Marketing Examples Presentations. Review/discuss Chapter 9
Nov 9
Assignment is Chapter 10.
Nov 16
- Sport Marketing Examples Presentations. Review/discuss Chapter 10;
Assignment is Chapter 11.
Nov 23
- Review/discuss Chapter 11; Assignment is Chapter 12.
Nov 30
Sport Marketing Examples Presentations Review/discuss Ch. 12.
Dec 7
- Sport Agency Audit Presentations
The course outline for EPE 566 provides the student with a study guide and framework for
planning and organizing reading assignments and other responsibilities. The Instructor
may alter the outline as necessary to facilitate effective learning and course management.
Examples of Sport Marketing (3) Assignments
Examples of sports marketing provide the student with contemporary illustrations of the
efforts of organizations to utilize sport as a vehicle for promoting specific agendas and
causes. Students are encouraged to seek examples that present sport marketing in applied
settings that address the wide and dynamic relevance to society’s interests at large and
specific target population groups. Each presentation carries a 25 point value.
On the following three scheduled dates each student will be required to present examples
of contemporary sports marketing from various sources. These sources are categorized in
the following manner:
Category 1: Sport Media:Television, internet, or computer programming.
Category 2: Real life programming of events and programs.
Category 3: Printed sources: books, articles, advertisements, and other publications.
Presentation Dates:
Sept 21, Oct. 26, and Nov. 30.
Instructions: Throughout the semester students are encouraged to stay informed and
attuned to examples of sports marketing in a real sense. Examples are numerous in both
amateur and professional sports settings. Students are required to present to the class an
illustration of the example chosen through visual means and constructively critique the
example for its designed purpose to advertise, promote, and ultimately market some sport
product.
~Sport Media Marketing Assignment: Each student must submit for approval a sport
publication/site, printed, electronic, or otherwise- and to present and critique this
publication/site for marketing context and presentation. A brief presentation is required
of each student and the critique and presentation carries a 25 point value.
Format: Computer designed and present. Work will be evaluated for presentation, logical
and applied reasoning, thought development and structuring, clarity of meaning and
insightful applications of textbook concepts that must be clearly identified/labeled.
Summary document of findings is limited to a page length of 2 pages, double-spaced.
Directions: Read, review, study and examine the entire contents of the publication/site.
Develop a critical opinion and evaluation of each of the following components:
1. Analyze the main page/cover for content and presentation. How does the cover
portray various marketing principles for sport? How does the interior develop and
display newsworthy context and address the marketing features?
2. Analyze the advertisers and identify those most remarkable in presentation, style,
and message.
3. Analyze the photographic or illustrated presentation and layout throughout the
publication/site. How do the graphics measure up for quality, detail, and
meaningfulness? What examples are significant?
4. Select an example from any department, feature, or article within the entire
contents that makes direct relevance to any one of the twelve concepts discussed
in the twelve separate chapters of the text. Develop your discussion by noting the
relevance and discussing how the content material addresses your understanding,
and/or supports or contradicts the textbook material.
Presentation: Prepare and deliver a presentation that addresses the questions above.
Illustrations, visual aids, charts, and other presentation aids are strongly encouraged. The
final 2 page report is to be submitted at the time of presentation.
~Solicitation/Sport Marketing Audit: Each student is required to independently seek
and solicit a business or company that markets sport or uses sport to market its products
or services. From the material provided in supplemental handouts the student is to
conduct an audit of the sport marketing management process employed by that agency. A
brief presentation is required of each student and the audit and presentation carries a 100
point value.
Format: Computer-processed. Work will be evaluated for presentation, logical and
applied reasoning, research development and structuring, clarity of significance and
application value to the field of sports marketing, and insightful applications of textbook
concepts.
Page length is limited to 5 pages, double-spaced, or in lieu of a paper report, a 6-slide
power point presentation.
Directions:
A. Solicit a sport organization with which you are familiar, would like to become
more knowledgeable, are interested in studying, are comfortable about
approaching upper management and discussing sport marketing concepts. The
purpose of this assignment is to expose you to a learning experience within the
field. There are no restrictions other than no two students can use the same
organization. A first come first serve judgment basis will be applied at the
Instructor’s discretion to approve student selections. The company may be either
one that markets sport products or services, or uses sport to market non-sport
products or services.
B. Immediately narrow down and focus your audit to an event or particular aspect of
the organization; a broad company wide audit is NOT encouraged because it can
become overwhelming. Instead, select one line of product or service or an event
underway, just completed, or just about to be conducted. You are NOT
encouraged to evaluate dated events (weeks old) or future events (weeks away).
Follow the format provided by the marketing plan outline in the handout from the
first class which is identified as a nine-point Executive Summary. Your submitted
work should include nine subtitled elements and a developed discussion under
each.
Presentation: Prepare and deliver a presentation that addresses the sport marketing
principles. Illustrations, visual aids, charts, and other presentation aids are strongly
encouraged. The final 5 page report is to be submitted at the time of presentation.