**ath 530 lata 09 1

Nova Southeastern UniversityFischler School of Education and Human Services

Syllabus

I. COURSE PREFIX, NUMBER, AND TITLE: ATH 530 Marketing in Athletic Administration (3 credits)

II. INSTRUCTOR/FACULTY MEMBER

Name: John Lata, Ph.D. Email: [email protected]: 850-644-8986Fax: 850-644-7025

Students should contact their instructor for any questions regarding this course.

PROFESSOR/LEAD FACULTY (Responsible for Syllabus):

Name: Jennifer Reeves, Ph.D.Email: [email protected] Telephone: 954-262-8536, 1-800-986-3223, ext. 8536Fax: 954-262-3826Office: 1750 NE 167th Street, North Miami Beach, FL 33162

NOTE: To ensure program consistency, all sections of each course in the Fischler School of Education and Human Services, regardless of delivery format, follow the same course requirements and content as listed in this syllabus that is provided by the Program Professor/Lead Faculty. The Instructor may modify readings, topics, or assignments only after consultation with the professor/lead faculty listed above.

III. COURSE DESCRIPTION

A. This course will expose the student to fundamental concepts of marketing, emphasizing how those concepts are applied to the domestic sports industry as well as to the international market. The course will focus on the unique aspects of sport, such as its particular product and life cycle profiles, the sport consumer and the various marketing tools and strategies that can be utilized to successfully bring the product to market, specifically the classic marketing mix, targeting, segmentation, program implementation and control.

B. Course Rationale: This course is designed for graduate students with the aim of applying various marketing concepts to the business of sport. The sport business is extensive and competitive. In order to effectively market a product, a sport administrator or manager must be able to apply effective marketing strategies.

ATH 530 of 21 October 2008

IV. COURSE OBJECTIVES:

Upon successful completion of this course students will be able to:

1. Describe the contemporary sport business industry and its unique aspects. SMPRC 62. Identify the historical eras in sport marketing and the sport industry. SMPRC 63. Demonstrate an understanding of the global characteristics of sport business and how sport and global markets merge. SMPRC 64. Identify the role of strategic marketing with emphasis on the sports industry. SMPRC 65. Apply the Sport Marketing Management Model to the practice of sport marketing. SMPRC 6, 106. Describe why research is important in sport marketing and apply different sport marketing research strategies. SMPRC 6, 107. Conduct a SWOT analysis and apply your findings. SMPRC 6, 108. Demonstrate and apply the concepts of segmentation, targeting, and positioning in sport business. SMPRC 69. Demonstrate an understanding of marketing information systems and how they can be used in the sport industry. SMPRC 610. Evaluate and apply the Marketing Mix Strategy in the sport industry. SMPRC 611. Demonstrate an in-depth understanding of the products and the product life cycle in the sport industry. SMPRC 612. Describe and implement pricing strategies for the sport industry. SMPRC 613. Analyze the marketing channels and distribution decisions in the sport industry. SMPRC 614. Implement and evaluate promotion in the sport industry, including media relations, endorsements, sponsorship, licensing, and logos. SMPRC 615. Describe the benefits of web-based sport marketing in today’s world. SMPRC 616. Develop a marketing plan using the Sport Marketing Management Model. SMPRC 6, 1017. Demonstrate effective written communication skills, with emphasis on the use of APA style. SMPRC 10

KEY

SMPRC = Sport Management Program Review Council

V. REQUIRED MATERIALS

Required Textbook(s):

Pitts, B, & Stotlar, D. (2007). Fundamentals of sport marketing (3rd ed.). Morgantown, WV: Fitness Information Technology.

Required Supplemental Materials:


American Psychological Association. (2001). Publication manual of the American Psychological Association (5th ed.). Washington, DC: Author.

NOTE: Check the course textbook list for updates. http://www.nsubooks.bkstore.com/

VI. CALENDAR OF WEEKLY REQUIREMENTS

Week Topics Class Activities & Assignments1 The Sport Business Industry:

Currently, Historically, and Globally

Readings: Pitts & Stotlar, Chapters 1-2Activities: Introduce yourself to the class; Learning Activities 1 – 3 Course Objectives: 1, 2, 3, 4, 17

2 Sport Marketing Theory and Research

Readings: Pitts & Stotlar, Chapters 3-4, Appendix AAssignment: Part I: Sport Business Identification, Mission, and Research DueCourse Objectives: 1, 4, 5, 6, 7, 17

3 Segmentation and Information Management

Readings: Pitts & Stotlar, Chapters 5-6Appendix FActivities: Learning Activities 4 – 7 Course Objectives: 1, 4, 6, 7, 8, 9, 17

4 The 4P’s of Marketing; Products and Pricing

Readings: Pitts & Stotlar, Chapters 8-10Activities: Learning Activities 8 – 9Assignment: Part II: Market Analysis, Segmentation, and Target DueCourse Objectives: 1, 4, 6, 7, 10, 11, 12, 17

5 Place and Promotion Readings: Pitts & Stotlar, Chapters 11-12Activities: Learning Activities 10 – 11Appendix D Course Objectives: 1, 4, 6, 7, 10, 13, 14, 17

6 Media, Sponsorship, Licensing, and Logos

Readings: Pitts & Stotlar, Chapters 13-14Activities: Learning Activity 12 – 14Assignment: Part III: Sport Marketing Mix Decisions and Strategies DueCourse Objectives: 1, 4, 6, 7, 10, 14, 17

7 Marketing Pitch Assignment: Part IV: Sport Marketing Presentation DueActivity: Question for Study, p. 325, #1Course Objectives: 1, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17


http://www.nsubooks.bkstore.com/

VII. DESCRIPTION OF ACTIVITIES AND ASSIGNMENTS

Learning Activities/Question for Study (3 points each, 45 points total)

For each of the Learning Activities below, please refer to the Pitts & Stotlar text and follow the directions. The learning activities are meant to apply the sport marketing concepts discussed in class to the real world. Many of the learning activities will require you to conduct research by going out into the field and finding information, asking questions, administering surveys, conducting observations, and/or analyzing content on the internet or through your community resources.

Learning Activities 1 – 3: Pitts & Stotlar, p. 40, Learning Activities 1 – 3 Learning Activities 4 – 7: Pitts & Stotlar, p. 160, Learning Activities 1 and 2; and

p. 170, Learning Activities 1 and 2Learning Activities 8 – 9: Pitts & Stotlar, p. 231, Learning Activities 1 and 2 Learning Activities 10 – 11: Pitts & Stotlar, p. 291, Learning Activities 1 and 2 Learning Activity 12 – 14: Pitts & Stotlar, p. 325, Learning Activities 1 – 3Question for Study 1: Pitts & Stotlar, p. 325, Questions for Study #1

Objectives: 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17SMPRC Standard 6: Content Area – Marketing in SportSMPRC Standard 10: Content Area – Research in SportGrading Rubric: See Appendix A

Sport Marketing Research Project (55 points total)

The student will develop a sport marketing plan. You are in the sport business. Create a sport company to represent – you can be in the business of athletics, sporting goods, athletic equipment, participation sports, spectator sports, recreation, etc. Use your imagination and create your own company; however, feel free to model your business after an existing company. The student will then choose a sport product to promote. Your product can be athletic equipment, a recreation facility, a sports team, sporting goods, a 5K run to raise money for the athletic department, etc.; however, be sure that it is a realistic product for your company. The product can be one that you made up or one that already exists. This research project will address four main principles: (I) Sport Business Identification, Mission, and Research; (II) Market Analysis, Segmentation, and Target; (III) Sport Marketing Mix Decisions and Strategies; and (IV) Sport Marketing Presentation and Evaluation.

Part I: Sport Business Identification, Mission, and Research (10 points)Identify your sport business and state your sport company’s mission and objectives (you can create your own mission and objectives or model a similar existing company’s mission and objectives. Hint: For a list of existing companies and contact information refer to Pitts & Stotlar, Appendix A). How will you go about achieving your objectives? Design a research project to determine the 4 C’s: the consumer, the competitor, the company, and the climate of your business. For part II you will actually have to collect and analyze your data so design something that is feasible to do in the given time


frame! Examples of different types of methodologies include surveys, interviews, observations, content analysis, and focus groups, to name a few. For examples of existing marketing surveys, refer to Pitts & Stotlar, Appendix F. Remember, if you use one of these surveys, you might have to adapt it to fit your company’s needs. Detail how you will go about collecting your data (i.e., what you plan to do) and include your data collection instrument if you plan on using one. Grading Rubric: See Appendix B

Part II: Market Analysis, Segmentation, and Target (15 points)Collect, analyze, and report your research data. What did you find? Discuss in terms of the 4 C’s: the consumer, the competitor, the company, and the climate. Based on these results, conduct a SWOT analysis and discuss your results in detail. Based on your results, who is your consumer/target market? Grading Rubric: See Appendix C

Part III: Sport Marketing Mix Decisions and Strategies (15 points)Identify the 4 P’s of Marking: Product, Price, Place, and Promotion. Describe the product that you want to promote, and determine the price, place, and promotion strategies that will help your company sell the product. Will you use an endorsement or sponsorship? Will you design a logo for your company? If so, include it. Explain in detail how you plan to promote your product.Grading Rubric: See Appendix D

Part IV: Sport Marketing Presentation and Evaluation (15 points)You will submit your sport product to the class via a flyer and a production of a PowerPoint presentation (in the discussion section). The presentation should be at least seven slides and contain all pertinent information to sell your product. After the entire class has submitted their products, you will have 24 hours to decide which product (other than your own) you would want to buy. Evaluate this student’s presentation. Give the details of the product, why you would buy this product over the others presented in the class, and what this student did well to sell his/her product (i.e., how did it grab your attention). See Appendix E for the Sport Marketing Evaluation Form. Grading Rubric: See Appendix F

Objectives: 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17SMPRC Standard 6: Content Area – Marketing in SportSMPRC Standard 10: Content Area – Research in Sport

VIII. STANDARDS

The Athletic Administration courses are aligned with the Sport Management Program Standards and Review Protocol (2000) published by the Sport Management Program Review Council (SMPRC), a joint association of the National Association for Sport and Physical Education (NASPE) and the North American Society for Sport Management (NASSM).


Sport Management Program Review Council (SMPRC). Retrieved March 28, 2006, from http://www.aahperd.org/naspe/template.cfm?template= programs-smprc.html

I. CLASS POLICIES

A. Attendance: Students are expected to attend all class sessions.

B. Writing Across the Curriculum This course includes written assignments that make up at least one half of the final course grade. Written assignments can include, but are not limited to, abstracts,

bibliographies, case studies, computer programs, essays, journal entries, lesson plans, literature reviews, project proposals, project reviews, reaction papers, research papers, seminar summaries, and technology reports.

FSEHS Standard Format for Assignments http://www.schoolofed.nova.edu/sso/PDF/fsehs_standard_format.pdf

FSEHS Writing Tutorial http://www.schoolofed.nova.edu/sso/acad_writing/apa/tutorial/apa.htm

Need more assistance with writing? http://www.schoolofed.nova.edu/sso/acad_writing/acad_writing_course.htm

II. GRADING CRITERIA

A. Grading Rubrics: See Appendixes

B. Grading Scale:

Letter Grade Percentage Quality PointsA 91-100 4.0

B+ 86-90 3.5B 80-85 3.0C 70-79 2.0F Below 70 No Credit


http://www.schoolofed.nova.edu/sso/acad_writing/acad_writing_course.htm

http://www.schoolofed.nova.edu/sso/acad_writing/apa/tutorial/apa.htm

http://www.schoolofed.nova.edu/sso/PDF/fsehs_standard_format.pdf

http://www.aahperd.org/naspe/template.cfm?template=%20programs-smprc.html

http://www.aahperd.org/naspe/template.cfm?template=%20programs-smprc.html

C. Course Assignments and their percentage of the final grade

Assignment Points % Due Week #Learning Activities 45 45 1, 3, 4, 5, 6, 7Sport Marketing Research Project

55 55

Part I: Sport Business Identification, Mission, and Research

10 2

Part II: Market Analysis, Segmentation, and Target

15 4

Part III: Sport Marketing Mix Decisions and Strategies

15 6

Part IV: Sport Marketing Presentation and Evaluation

15 7

Total 100 100

XI. LIST OF SUGGESTED RESOURCES

A. Books and Articles:

Fullerton, S. (2006). Sports marketing. New York: McGraw Hill.

Graham, S. (2001). The ultimate guide to sports marketing. New York: McGraw Hill.

McDonald, M. (1999). Cases in sport marketing. Boston: Jones and Bartlett Publishers.

Pitts, B. (1998). Case studies in sport marketing. Morgantown, WV: Fitness Information Technology.

Shank, M. (2004). Sports marketing: A strategic perspective (3rd ed.). Chicago, IL: Pearson Prentice Hall. ISBN: 0131440772

Stotlar, D. (2001). Developing successful sport marketing plans. Morgantown, WV: Fitness Information Technology.

Stotlar, D. (2001). Developing successful sport sponsorship plans. Morgantown, WV: Fitness Information Technology.

Supovitz, F. (2005). The sports event management and marketing playbook. Hoboken, NJ: John Wiley and Sons, Inc.


B. Journals:

Athletic AdministrationAthletic ManagementAthletic BusinessCoach and AthleteCollege Athletic ManagementInternational Journal of Sport ManagementInternational Journal of Sports PsychologyJournal of Health, Physical Education, Recreation, and DanceJournal of Sport and Exercise PsychologyJournal of Sports BehaviorJournal of Sports ManagementPhysical EducatorQuestResearch Quarterly for Exercise and SportScholastic CoachSport Marketing QuarterlyStrategiesThe OlympianWomen in Sport

C. Websites:

Amateur Athletic Union (AAU). Retrieved January 4, 2007, from www.aausports.org/

American Alliance for Health, Physical Education, Recreation & Dance (AAHPERD). Retrieved January 4, 2007, from http://www.aahperd.org/index.cfm

American Association for Health Education (AAHE). Retrieved January 4, 2007, from http://www.aahperd.org/aahe/

American Association for Physical Activity and Recreation (AAPAR). Retrieved January 4, 2007, from http://www.aahperd.org/aapar/template.cfm?template+whoWeAre.htm

National Association of Collegiate Directors of Athletics (NACDA). Retrieved January 4, 2007, from http://www.nacda.cstv.com/nacda-nacda.html

National Association of Intercollegiate Athletics (NAIA). Retrieved January 4, 2007, from www.naia.org

National Association for Girls and Women in Sport (NAGWS). Retrieved January 4, 2007, from http://www.aahperd.org/nagws


http://www.aahperd.org/nagws

http://www.naia.org/

http://www.nacda.cstv.com/nacda-nacda.html

http://www.aahperd.org/aapar/template.cfm?template+whoWeAre.htm

http://www.aahperd.org/aapar/template.cfm?template+whoWeAre.htm

http://www.aahperd.org/aahe/

http://www.aahperd.org/index.cfm

http://www.aausports.org/

National Association for Sport and Physical Education (NASPE). Retrieved January 4, 2007, from http://www.aahperd.org/naspe

National Collegiate Athletic Association (NCAA). Retrieved January 4, 2007, from www.ncaa.org/

Special Olympics. Retrieved January 4, 2007, from www.specialolympics.org/

Sport Management Program Review Council (SMPRC). Retrieved January 26, 2007, from http://www.aahperd.org/naspe/template.cfm?template=programs-smprc.html

Ulrich’s Periodicals Directory, Retrieved January 4, 2007, from http://www.ulrichsweb.com/ulrichsweb/

Additional Assistance with APA formatting:

APA Style.org website. APA Retrieved May 20, 2005, fromhttp://www.apastyle.org/

StyleWizard.com. The APA Wizard retrieved November 9, 2005, from http://www.stylewizard.com/apa/apawiz.html

Fischler School of Education, Office of Academic Affairs, Tutorials website. Retrieved May 20, 2005, from http://www.schoolofed.nova.edu/oaa/tutorials.htm

Landmarks Citation Machine. Retrieved November 9, 2005, from http://citationmachine.net


http://citationmachine.net/

http://www.schoolofed.nova.edu/oaa/tutorials.htm

http://www.stylewizard.com/apa/apawiz.html

http://www.apastyle.org/

http://www.ulrichsweb.com/ulrichsweb/

http://www.aahperd.org/naspe/template.cfm?template=programs-smprc.html

http://www.aahperd.org/naspe/template.cfm?template=programs-smprc.html

http://www.specialolympics.org/

http://www.ncaa.org/

http://www.aahperd.org/naspe

Appendix A


Learning Activities Rubric (3 possible points for each learning activity)

3 points:The learning activity is well written and well organized. All aspects of the learning activity have been addressed and included in the write up. If the student was to collect data, the data are presented in an organized and coherent fashion. There are no errors in grammar, spelling, or APA format.

2 points:The learning activity is organized and coherent. Most aspects of the learning activity have been addressed and included in the write up. If the student was to collect data, the data are presented in a somewhat organized and coherent fashion. There are few errors in grammar, spelling, or APA format.

1 point:The learning activity is disorganized and scattered. Few aspects of the learning activity have been addressed or were simply not included in the write up. If the student was to collect data, the data either are not presented or presented in a disorganized and non coherent fashion. There are several errors in grammar, spelling, or APA format.


Appendix B


Part I: Sport Business Identification, Mission, and Research (10 Possible Points)

3 2 1 ScoreBusiness Identification, Mission, and Objectives

The business chosen is realistic. The mission is clearly stated and appropriate. The objectives are clear and relevant to the mission.

The business chosen is somewhat realistic. The mission is stated and somewhat appropriate. The objectives are listed and somewhat relevant to the mission.

The business chosen is not realistic or not listed. The mission is not appropriate or not included. The objectives listed are not relevant to the mission.

Research Plan The research plan is comprehensive, detailed, and appropriate.

The research plan is somewhat detailed and appropriate.

The research plan is not detailed and/or not appropriate.

Data Collection Instrument

The data collection instrument, if applicable, is included and appropriate.

Organization/Grammar/ APA format

The plan is well organized and well written. There are no errors in grammar, spelling, or APA format. At least 2 references are included

The plan is somewhat organized and coherent. There are few errors in grammar, spelling, or APA format. Less than 2 references are included.

The plan is disorganized and incoherent. There are several errors in grammar, spelling, or APA format. No references are included.

Total


Appendix C


Part II: Market Analysis, Segmentation, and Target (15 Possible Points)

3 2 1 ScoreData

Collection and Analysis

Data was collected and analyzed appropriately. Important results are illustrated appropriately.

Data was collected and analyzed somewhat appropriately. Some results are illustrated.

Data was poorly collected and either not analyzed or not analyzed appropriately. No illustration of results.

Reporting of Results

The results of the research are described thoroughly in terms of the 4 C’s.

The results of the research are described mostly in terms of the 4 C’s.

The results of the research are incoherent and do not relate to the 4 C’s.

SWOT Analysis

The strengths, weaknesses, opportunities, and threats are described in detail.

The strengths, weaknesses, opportunities, and threats are described.

The strengths, weaknesses, opportunities, and threats are poorly described.

Segmentation and Target

The segmentation and target market are detailed and appropriate.

The segmentation and target market are somewhat detailed and appropriate.

The segmentation and target market are not detailed, inappropriate, or simply not discussed.

Organization/Grammar/

APA format

The analysis is well organized and well written. There are no errors in grammar, spelling, or APA format. At least 2 references are included.

The analysis is somewhat organized and coherent. There are few errors in grammar, spelling, or APA format. Less than 2 references are included.

The analysis is disorganized and incoherent. There are several errors in grammar, spelling, or APA format. No references are included.

Total


Appendix D


Part III: Sport Marketing Mix Decisions and Strategies (15 Possible Points)

3 2 1 ScoreProduct The product is

appropriate, aligned with the business mission and objectives, and described in detail.

The product is somewhat appropriate, aligned with the business mission and objectives, and sufficiently described.

The product is not appropriate, inconsistent with the business mission and objectives, and poorly described.

Price The pricing strategy is appropriate and described in detail.

The pricing strategy is somewhat appropriate and sufficiently described.

The pricing strategy is not appropriate and poorly described.

Place The marketing channels and distributions are appropriate and described in detail.

The marketing channels and distributions are somewhat appropriate and sufficiently described.

The marketing channels and distributions are not appropriate and poorly described.

Promotion The product promotion is appropriate and described in detail.

The product promotion is somewhat appropriate and sufficiently described.

The product promotion is not appropriate and poorly described.


The strategy is well organized and well written. There are no errors in grammar, spelling, or APA format. At least 2 references are included.

The strategy is somewhat organized and coherent. There are few errors in grammar, spelling, or APA format. Less than 2 references are included.

The strategy is disorganized and incoherent. There are several errors in grammar, spelling, or APA format. No references are included.

Total


Appendix E


Sport Marketing Evaluation Form

Name of Business: _____________________________________

Product: ______________________________________________

Seller’s Name: _________________________________________

Description of the product:

Why would you buy this product over the others presented in the class?

Describe what this student did well to sell his/her product (i.e., how did it grab your attention)?

Your Name: ______________________________________ Date: _________________


Appendix F


Part IV: Sport Marketing Presentation and Evaluation (15 Possible Points)

3 2 1 ScorePPT Presentation The PowerPoint

presentation was well organized and visually appealing. The information contained in the slides was catchy, meaningful, and contained just enough information (not too much, not too little).

The PowerPoint presentation was organized and somewhat visually appealing. The information contained in the slides was relevant, but either had too much information or not enough information.

The PowerPoint presentation was not well organized or visually appealing. The information contained in the slides was insufficient and poorly chosen.

The Flyer The flyer is visually appealing and appropriate for the product and consumer.

The flyer is appealing and somewhat appropriate for the product and consumer.

The flyer is thrown together and not appealing or appropriate for the product and consumer.


The presentation is well organized and coherent. There are no errors in grammar, spelling, or APA format.

The presentation is somewhat organized and coherent. There are few errors in grammar, spelling, or APA format.

The presentation is disorganized and incoherent. There are several errors in grammar, spelling, or APA format.

Evaluation The student chose a product to buy and evaluate. The evaluation of a fellow student is complete and justified.

The student chose a product to buy and evaluate. The evaluation of a fellow student is mostly complete and somewhat justified.

The evaluation of a fellow student is incomplete and unjustified.

Total
