Catalog Description:

Examines ethical and international issues in sport and event marketing.
Topics include the creation and implementation of a marketing plan
for a major sporting, cultural, or charitable event.

Prerequisites:

MKT 320 – Principles of Marketing
MKT 385 – Sport and Event Marketing
MKT 410 – Promotional Strategies for Sport and Event Marketing
or permission of instructor.

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Required Texts:

Pitts, Brenda G. (ed.) (1998). Case Studies in Sport Marketing.
Morgantown, WV: Fitness Information Technology, Inc.

McDonald, Mark A. & Milne, George R. (1999). Cases in Sport
Marketing. Sudbury, MA: Jones and Bartlett Publishers.

Course Objective:

To give students a venue to integrate previously learned concepts into a usable body of knowledge.  This will be accomplished using case studies, examination of current or significant events, a hands-on project. The course design will require students to think critically, apply information, make sounddecisions, plan and implement the decisions, and communicate with a variety of constituencies.

Methods:

1) Case Presentations;
2) Case Homeworks and Discussions;
3) Current Event Homeworks and Discussions;
4) Project.

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Expectations:

1) Read all assigned material prior to class period.
2) Observe proper class conduct by raising one's hand for discussion.
3) Pay attention, be alert, ask questions, and participate in discussion.
4) Organize your time to meet deadlines. (Late assignments are downgraded one letter grade for each class period late.)
5) Attendance is crucial for success. Regular classroom attendance is expected of all students.
     Excused absences are:
          A) personal illness, with valid note from the doctor or USA health service;
          B) death or critical illness in your immediate family, with a valid note;
          C) participation in a university sponsored co-curricular activity, which must be discussed with instructor
               prior to the absence.

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ADA Policy

In accordance with the Americans with Disabilities Act, students with bona fide disabilities will be afforded reasonable accommodation. The Office of Special Student Services will certify a disability and advise faculty members of reasonable accommodations.

Statement on Changes in Course Requirements

Since all classes do not progress at the same rate, the instructor may wish to modify the above requirements or their timing as circumstances dictate. For example, the instructor may wish to change the number and frequency of exams, or the number and sequence of assignments. However, the students must be given adequate notification. Moreover, there may be non-typical classes for which these requirements are not strictly applicable in each instance and may need modification. If such modification is needed, it must be in writing and conform to the spirit of this policy statement.

Grading:

1) Case Homeworks, best ten of twelve (3% each, 30% of total);
2) Five Current Events Presentations (3% each, 15% of total);
3) Team Case Presentation and Paper (15% of total)
4) Current Events Papers, best ten of twelve (2% each, 20% of total)
5) Class Participation (10% of total);
   A) Competitive based on Chips Earned in Discussions;
   B) Chips can be earned for:
      1) Insightful Questions, Comments, and Observations;
      2) Using interesting or particularly relevant topics for presentations;
      3) Integrating relevant topics from previous discussions, other classes, other disciplines to present discussion;
6) Class Special Project (10% of total);
   A) attendance at project related meetings and classes,
   B) contribution to assigned segments,
   C) contribution to overall project,
   D) group skills, willingness to assist on segments, willingness to take on additional duties, initiative, professional;
        attitude, appearance, and character, and class' assessment of your contribution and effort,
7) Intangibles; i.e. - neatness of work, assignments on time, attending meetings, etc.

Class Participation:
90-100% Outstanding attendance, consistent, high-level involvement in class discussion, leadership in class discussions,
                consistent group leadership and contributions;
80-90%   Regular attendance, consistent and regular involvement in class discussions, some group leadership and
                consistent group contributions;
70-80%   Regular attendance, periodic involvement in class discussions, little group leadership and some group
                contributions;
60-70%   Irregular attendance, little involvement in class discussions, no group leadership and few group contributions;
< 60%     Sporadic attendance, passive or reluctant to join class discussions, no group leadership and no group
                contributions.

Final Grade Listing:
     A = 90.00 and above;
     B = 80.00 through 89.99;
     C = 70.00 through 79.99;
     D = 60.00 through 69.99;
     F = 59.99 and below.

You will get what you earn!

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Reading and Class Assignments

Week #1 - 1/14 & 1/16
Course Introduction and Project Orientation
CSM - Chapter 1 - An Introduction to the Case Method
CSSM - Chapter 1 - An Introduction to the Case Study Method
CSM - Chapter 2 - A Framework for Case Analysis
CSSM - Chapter 2 - A Strategic Sport Marketing Case Analysis Model

Week #2 - 1/21 & 1/23
Current Events Paper and Discussion #1
CSM - Chapter 3 - Analytical Tools for Case Analysis
CSM - Chapter 4 - Example Case and Analysis
CSSM - Appendix

Week #3 - 1/28 & 1/30
Current Events Paper and Discussion #2
CSSM - Section 1: The Sport Performance Industry Segment: An Overview
CSSM - Class Case Analysis and Discussion - Section 1, Case 1
     Every Game's a Big Event: The Toledo Mud Hens Baseball Club

Week #4 - 2/4 & 2/6
Current Events Paper and Discussion #3
CSSM - Class Case Analysis and Discussion - Section 1, Case 3
     Marketing a Basketball Tournament
CSM - Team #1 Case Analysis Discussion - Case #8
     Smugglers' Notch Resort

Week #5 - 2/11 & 2/13
Current Events Paper and Discussion #4
CSSM - Class Case Analysis and Discussion - Section 1, Case 4
     Colorado Xplosion of the American Basketball League
CSM - Team #2 Case Analysis Discussion - Case #11
     B3: The Bikes, Blades and Boards Tour

Week #6 - 2/18 & 2/20
Current Events Paper and Discussion #5
CSSM - Class Case Analysis and Discussion - Section 1, Case 5
     Filling Your Football Facility With Fans - 17,000 or Bust!
CSM - Team #3 Case Analysis Discussion - Case #19
     Race for the Cure

Week #7 - 2/25 & 2/27
Current Events Paper and Discussion #6
CSSM - Section 2: The Sport Product Industry Segment: An Overview
CSSM - Class Case Analysis and Discussion - Section 2, Case 1
     Modern Turn for a Traditional Product: Cygnet Turf and Equipment
CSM - Team #4 Case Analysis Discussion - Case #6
     Reebok (B): The Reebok Running Category

Week #8 - 3/4 & 3/6
     3/4 - NO CLASS, Mardi Gras
Current Events Paper and Discussion #7
CSSM - Class Case Analysis and Discussion - Section 2, Case 2
     Northern Lights, Inc.

Week #9 - 3/11 & 3/13
Current Events Paper and Discussion #8
CSSM - Class Case Analysis and Discussion - Section 2, Case 4
     Football Helmets and the Concussion Dilemma
CSM - Team #5 Case Analysis Discussion - Case #7
     Avid Sports

Week #10 - 3/18 & 3/20
SPRING BREAK

Week #11 - 3/25 & 3/27
CSSM - Section 3: The Sport Promotion Industry Segment: An Overview
Current Events Paper and Discussion #9

Week #12 - 4/1 & 4/3
CSSM - Class Case Analysis and Discussion - Section 2, Case 5
     Adidas: Making a Comeback
CSM - Team #6 Case Analysis Discussion - Case #14
     The Ouray Case

Week #13 - 4/8 & 4/10
Current Events Paper and Discussion #10
CSSM - Class Case Analysis and Discussion - Section 3, Case 1
     The Sinking of the America's Cup
CSM - Team #7 Case Analysis Discussion - Case #9
     Pier 39 Licensed Products Stores

Week #14 - 4/15 & 4/17 Current Events Paper and Discussion #11
CSSM - Class Case Analysis and Discussion - Section 3, Case 2
     National Express, Inc. - Assessing Sport Sponsorship Effectiveness
CSM - Team #8 Case Analysis Discussion - Case #10
     Salt Lake City 2002 Winter Olympics Games - The Prevention of Ambush Marketing

Week #15 - 4/22 & 4/24
Current Events Paper and Discussion #12
CSSM - Class Case Analysis and Discussion - Section 3, Case 4
     Call Your Own Game: TRZ Sports Services, Inc.
CSM - Team #9 Case Analysis Discussion - Case #15
     Xerox and the Asian Winter Games

Week #16 - 4/29 & 5/1
CSSM - Class Case Analysis and Discussion - Section 3, Case 5
     Catch that Championship Fever!!
CSM - Team #10 Case Analysis Discussion - Case #16
     The Creation and Maintenance of Brand Equity - The Case of the University of Massachusetts Basketball

Week #17 - 5/6
Exam Week, Tuesday - 10:30 AM

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Information on Class Group Project

Concept of Project(s)

To work on promoting an event (or events) as a group, to get hands-on experience piecing together an Integrated Marketing Plan with real budget constraints and real clients; will require time and effort outside of class time (even weekends), but with certain extra benefits and rewards (just like in the real world).

Potential Clients: Friends of the Library, American Heart Association Walkathon, or ???