Haub School of Business

Sports Marketing

Curriculum

Major courses - required:

MKT 351 - The Business of Sports

An overview of professional and college sports as big business.  We will analyze and discuss issues such as league structure and function; mechanisms for competitive balance; club ownership and franchise management; sources of revenue and expense categories; marketing and promotion; sports media; sports agents and agencies; player and labor relations, including free agency and arbitration; facility development and management; college athletics administration including the impact of Title IX legislation; game day and event management, and other important topics.

MKT 353 - Sports Marketing

This course is a study of the marketing, promotion, sales and sponsorship strategies utilized in the sports industry, by both sports properties (teams, leagues, events, media, apparel and equipment manufacturers, etc.) and companies marketing their brands through sports.  The topics covered include consumer behavior, the role of marketing research, the marketing mix, advertising, event management, experiential marketing and value-added marketing as it relates to sports as a product. 

MKT 490 - Internship in Sports Marketing

A three-credit internship with a sports organization.

(NOTE: MKT 201, Principles of Marketing, is a prerequisite to MKT 351, which is a prerequisite to every other course in the sports marketing major.)

Major courses – optional; choose three (3) courses from:

MKT 350 – Event Marketing

Event marketing is the activity of designing or developing a themed activity, occasion, display, or exhibit, such as a sporting event, or concert, to promote a product, cause, or organization.  We will discuss how to plan and execute events and use events to effectively engage perspective consumers, build awareness, and market a company’s products and services.  We will discuss how sponsorship of an event affords the marketer an opportunity to establish good public relations among the members of the target market while also offering an opportunity for sales promotion.

MKT 352 - Sports Law

A discussion of the legal issues related to sports, from managing sports-related businesses to working as a sports agent or a university athletic director.  Students will delve into existing sports business lawsuits and study current professional sports collective bargaining agreements and league salary caps to stimulate discussion and formulate answers to practical sports business problems.  Course will include guest presentations from sports law practitioners.

 

MKT 354 – The Business of Baseball

An examination of how Major League Baseball and MLB franchises operate as business entities, including discussion of baseball’s antitrust exemption and its implications for the structure and operations of organized baseball, how labor relations impact MLB and club operations, financing and financial decisions, sources of revenue, marketing and promotions, selling, expense categories, and league and club administration.

MKT 355 – Sports Sales and Selling

This course will analyze and develop skills essential to effectively build sales and revenue within a sports business. Emphasis will be on gaining a comprehensive understanding of the various revenue producing opportunities within a sports franchise or organization while building sales competencies essential in the selling process. The course will explore critical factors in successfully renewing and growing sales with consumers and corporate partners with a focus on applying specific selling tactics and strategies.

MKT 356 – Sports Media

The course will focus on the sports industry and its interaction with the communications and media industry.  Topics for the course will include the evolution of sports and media, current and future relationships between sports and radio, television, newspapers, the Internet, digital media, mobile media and social media; growth and influence of cable television, ESPN, regional sports networks, and league networks. 

MKT 357 - Sports Facilities and the Game Day Experience

This will course will cover the various aspects of planning, developing and operating a sports facility as a revenue-generating entity, and ensuring that the fan experience on game days and nights is positive.  Other topics include historical progression of sports facility design; planning and operating a sports facility; major areas in which sports facilities create revenues such as premium seating, concessions and merchandise; signage and in-venue advertising; and non-sports event planning and marketing.   Issues related to both safety and security and public policy in planning, financing and operating a sports facility will also be addressed.

MKT 358 - College Athletics: Administration and Marketing

This course will highlight the principles and practices of running the business of college athletics in an NCAA institution; discussion of the roles and responsibilities of the athletic director and staff, compliance officers, coaches, and marketing personnel.  Specific attention will be given to how college athletic programs create revenues through tickets, sponsorship, in-venue, media, and “booster” contribution, as well as issues related to conformance to NCAA regulations and racial and gender equity in the business of college athletics, including Title IX legislation.

MKT 359 - Ethical Issues in Sports Marketing

Increased pressure to address ethical issues is one of the new demands on marketers in the sports industry. The purpose of this course is to indicate how managers can more effectively identify and address the various ethical issues involved in sports marketing.  Current issues, ethical dilemmas in the sports environment, organizational responsibility and professional ethics will be discussed. The course provides some essential components of the student’s management tool kit – theories, concepts, models and techniques to use in managing ethical dilemmas.