General Description: This course focuses on the strategic role of marketing programs in generating revenue in the sports and entertainment industry. Through the application of specific marketing tools, students will gain the necessary skills to: (1) identify revenue-generating opportunities, (2) develop criteria to compare and analyze alternatives and (3) make strategically sound business decisions. Students will also develop a thorough understanding of marketing concepts and theories which apply to this industry.

Content: Specific content will include

  • Special forms of sponsorship
  • Sports branding
  • Athlete management
  • Globalization
  • Media involvement
  • Fantasy sports
  • Sports vendors
  • Sports innovations
  • Elements needed in sports marketing plans
  • Other emerging issues in the sports marketing industry.

Equipment to be provided by Student: None