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MKT 371- -Sport Sponsorship & Promotion (Online)

Northwest Center for Sport Business

College of Business

Summer 2013

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A01 Dr. Pritchard 6-week online intensive

Blackboard Delivery

Web

SS316 963-2455

E-Office

Hours:

E-mail:

Mon-Wed 10am-11am

mark.pritchard@cwu.edu

Or by appt.

CATALOG COURSE DESCRIPTION

MKT 371. Sport Sponsorship & Promotion (5). Prerequisite: MKT 362 or permission.

Examination of current practice in sport media; sponsorship sales, implementation and evaluation;

and communication between sports sellers and consumers through advertising, sales promotion,

public relations and other forms of communication.

Required Texts

(1) Irwin R., Sutton W., & McCarthy L. (2008). Sport Promotion & Sales Management, 2nd

Edition. Human Kinetics, New York.

(2) Wakefield, K. (2013, e-text). Team Sports Marketing, http://teamsportsmarketing.com/.

Sample Syllabus

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Supporting Industry Materials

(1) Digital 1-month trial membership, Sport Business Journal,www.sportsbusinessdaily.com/Journal.aspx.

Sign-up: www.sportsbusinessdaily.com/Subscribe/Subscribe-To-SportsBusiness-Journal-Trial.aspx

Baylor s3 report

(2) Baylor S3 Report: The Baylor Sports Sponsorship & Sales (S3) Report. The website shares

monthly Best Practices written by the industry for the industry. Articles provide current best

practices relevant to Team Sports Marketing. Membership is free. http://baylors3.com/

EXPANDED COURSE DESCRIPTION This course introduces the topics of sport media, sponsorship and promotion, in which we try to

understand effective practice in sport-related marketing communications. Therefore, the study

sport-related marketing communications integrates findings and theories from several other fields

such as communications, psychology, sociology, etc. Theoretical concepts play a major role in

marketing communications and have to be studied seriously in order to appreciate this course. In

this class, an emphasis on strategic business issues will be adopted and the theoretical concepts

borrowed from other disciplines will be applied to business decisions.

Specifically, we will learn about various media employed by sports marketers to both showcase the

sport product and communicate with fans/participants. Special attention will be paid to efforts to

communicate through sport sponsorship to achieve desired business objectives and ROI.

COURSE OBJECTIVES- After completing this course, students should have:

Historical perspective and understanding of current practice in media usage to broadcast

sport and transmit sport-related marketing communications.

An understanding of the foundation and use of sports sponsorship from both a sport

organization and corporate sponsor perspective.

The ability to develop, implement and evaluate a sports sponsorship program.

An understanding of marketing communication theory and its application in the sport

context, particularly in the development, implementation and evaluation of sport

promotions.

Sample Syllabus

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Course Organization- Online activities, quizzes, tests, assignments.

Sport Promotion & Sales Management, 2nd

Edition.

Authors Richard L. Irwin, Larry M. McCarthy, and Sutton bring extensive academic and

professional experience to the book. They use numerous examples from their own experiences in

consulting with teams, events, and organizations in the NFL, NBA, NHL, MLB, NCAA, PGA, and

LPGA. They also bridge the gap between theory and practice by providing “Practitioner

Perspectives” in each chapter. These perspectives help readers see how professionals have

incorporated the techniques in the book. In addition, the authors offer real-life contemporary

examples of sponsorship sales and promotion management in practice.

Contents

Chapter 1. Introduction to Sport Promotion and Sales

Chapter 2. Theoretical Foundations for Effective Sport Promotion and Sales

Chapter 3. Incentivizing Sport Consumers

Chapter 4. Training the Sport Ticket Sales Staff

Chapter 5. Generating Ticket Sales in Sport

Chapter 6. Sport Ticket Customer Service and Retention

Chapter 7. Sport Sponsorship Fundamentals

Chapter 8. Sport Sponsorship Sales

Chapter 9. Sport Sponsorship Activation

Chapter 10. Promotional Merits of Sport Licensing

Chapter 11. E-Commerce as a Promotional Tool in Sport

Chapter 12. Sport Brand Communications

Chapter 13. Sport Promotion and Risk Management

Team Sports Marketing (2013, Online Edition)

Some might argue that sports marketing is a mere subfield of marketing, meaning that there are

theoretical and practical dimensions that apply only to sports marketing and are only of interest to

those involved in sports. In Team Sports Marketing, author Kirk Wakefield dispels this argument

by demonstrating that effective sports marketing epitomizes the science and art of marketing

across any context. At the core of sports marketing is the creation and enhancement of fan

identification, where consumers are not just loyal customers, but have become brand fanatics.

Team Sports Marketing shows that while many aspects of sports marketing are thought to be

unique to the field, other product and service sectors would do well to learn from teams in the

NFL, NBA, MLB, and NHL that have transformed customers into fans. Moving beyond principles

of marketing, Team Sports Marketing is packed with examples of best practices and covering

subjects as diverse as sponsorships, season ticket sales, and venue management.

Sample Syllabus

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INTRO WHAT IS SPORTS MARKETING?

CH 1: IDENTIFICATION, PASSION, AND CONSUMPTION

CH 2: THE CONSEQUENCES OF ID & PASSION

CH 3: CUSTOMER RELATIONSHIP MANAGEMENT

CH 4: DATA ANALYTICS

CH 5 SELLING SEASON TICKETS

CH 6: FOUNDATIONS FOR SETTING TICKET PRICES

CH 7: SETTING PRICES FOR SPORTS & ENTERTAINMENT

CH 8: PROMOTIONS FOR SPORTS & ENTERTAINMENT

CH 9 THE SPORTSCAPE: MANAGING FACILITIES

CH 10: RETAILING: MOVING MERCHANDISE

CH 11: TECHNOLOGY & ONLINE RETAILING

CH 12: COMMUNITY BUILDING

CH 13 SPONSORSHIPS: THE AFFINITY TRANSFER MODEL

CH 14: SPONSORSHIPS: AFFINITY TRANSFER & ROI

CH 15: SPONSORSHIPS: SELLING PARTNERSHIPS

CCOOUURRSSEE AASSSSIIGGNNMMEENNTTSS

EEVVAALLUUAATTIIOONN SSUUMMMMAARRYY ((110000PPTTSS)):

a. Irwin Written Midterm & Final (Thursday 7/4/13 & 7/25/13) 20

b. Wakefield M/C Chapter Quizzes (5@4% each) 20

c. Weekly Discussion Board & Homework Quizzes (5@4%) 20

All quiz links open Thursday thru end-of-day Saturday.

d. Discussion Board Posting 10

e. Discussion Board Post Participation 5

f. Assignments 1&2 25

Fan Behavior Survey (due 7/1/13)

Event-Facility Survey (due 7/22/13)

Total 100

1. Discussion Board Participation Grade (5%)

A weekly discussion board forum will be operating. Students are encouraged to comment on

the materials that will be posted at the start of each week. Week One’s topic on Ambush

Marketing has been assigned by the instructor on Blackboard. However, discussion topics for

Weeks 2-5 will be provided by students in the class as part of their Trends & Developments

Power-point Posting Assignment.

Sample Syllabus

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2. Discussion Board Posting (10%)

Starting in Week 2 (before noon on Monday of each week), 5students are assigned to (1) forward a

set of power-points to the instructor that detail a current sport business trend or development

topic for the class for discussion, and (2) develop and email two multiple-choice questions with

their ppt. presentation. In their presentations students can use promotion/sponsorship topics or

issues drawn from either the Sport Business Journal or the Baylor s3 Sponsorship Report (see

Supporting Materials above).

3. Discussion Board & Homework Quizzes (5@4%: 20%)

On Thursday of each week you will receive a small quiz that covers questions on the

Discussion Board postings for that week, as well as additional homework material.

4. TSM (Wakefield) Online Chapter Quizzes (5@4%: 20%).

Five online chapter quizzes will be completed over the 1st 5 weeks of the course. Students must

compete multiple choice questions relative to the chapters assigned before midnight on Friday at the

end of that week.

5. SPSM (Irwin) Midterm and Final Exams (2@12.5%: 25%).

Exams are not cumulative but review chapter materials covered to that point. Exams are scheduled for

Thursday 7/4/13 & 7/25/13. Further details will be forwarded the week of the exam.

6. Fieldwork Assignments (2@10%: 20%).

o Fan Behavior Survey (due 7/1/13)

This survey helps students understand how fans interact and think about the sport product.

Students undertake interviews and complete the survey

o Event-Facility Survey (due 7/22/13)

This survey helps students look at the stadium experience and the integration of promotion

& sponsorship at events.

o Copies of the surveys are under Course Modules on Blackboard in the Weeks 2&5 folders.

RREEAADDIINNGG--QQUUIIZZ SSCCHHEEDDUULLEE

WEEK

Online Topics

& Evaluations

Readings

* TSM= Team Sport Marketing

* SPSM= Sport Promotion & Sales Management

1.

THE SPORT CONSUMER

-Understanding fans

-Understanding communication

Evaluation:

i. TSM Quiz

ii. D-board & Homework Quiz

SPSM

a. Chapter 1. Introduction to Sport Promotion & Sales

b. Chapter 2. Foundations for Effective Sport Promotion

TSM

c. CH 1: Identification, Passion & Consumption

d. CH 2: Consequences of ID & Passion

Sample Syllabus

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WEEK

Online Topics

& Evaluations

Readings

* TSM= Team Sport Marketing

* SPSM= Sport Promotion & Sales Management

2.

PROMOTION & ATTENDANCE

- Managing Fan Behavior

- Consumption Incentives & Barriers

- The Role of Promotion

Evaluation:

i. TSM Quiz

ii. D-board & Homework Quiz

iii. Fan Behavior Survey (due 7/1/13)

SPSM

a. Chapter 3. Incentivizing Sport Consumers

TSM

b. CH 3: Customer Relationship Management

c. CH 5 Incentives/Barriers to selling Season Tickets

d. CH 8: Promotions for Sports

3.

SPONSORSHIP

-Sponsorship Platforms

-Activation & ROI

Evaluation:

i. TSM Quiz

ii. D-board & Homework Quiz

iii. SPSM MIDTERM (due 7/4/13)

SPSM

a. Chapter 7. Sport Sponsorship Fundamentals

b. Chapter 9. Sport Sponsorship Activation

TSM

c. CH 13: Sponsorships & the Affinity Transfer Model

d. CH 14: Sponsorships, Affinity Transfer & ROI

4.

LICENSING, MERCHANDISING

& TECHNOLOGY

-Retailing Opportunities & Approaches

Evaluation:

i. TSM Quiz

ii. D-board & Homework Quiz

SPSM

a. Chapter 10. Promotional Merits of Sport Licensing

b. Chapter 11. E-Commerce as a Promotional Tool in Sport

TSM

c. CH 10: Retailing, Moving Merchandise

d. CH 11: Technology & Online Retailing

5.

THE SERVICESCAPE

-Managing the Stadium Experience

-Building the Brand Experience

Evaluation:

i. TSM Quiz

ii. D-board & Homework Quiz

SPSM

a. Chapter 6. Sport Ticket Customer Service and Retention

b. Chapter 12. Sport Brand Communications

TSM

c. CH 9 The Sportscape: Managing Facilities

6.

SALES PROMOTION

-Sales Training

-Approaches & Strategies to Selling

Evaluation:

i. Event-Facility Survey (due 7/22/13)

ii. SPSM FINAL (due 7/25/13)

SPSM

a. Chapter 4. Training the Sport Ticket Sales Staff

b. Chapter 5. Generating Ticket Sales in Sport

c. Chapter 8. Sport Sponsorship Sales

TSM

d. CH 15: Sponsorship, Selling Partnerships

Sample Syllabus

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GRADING SCALE

All courses within the COB are structured on the 100 grade point scale. Consequently all material

including papers, exams, essays, participation, etc. sum to a total of 100 pts:

95-100% = A+

92-95% = A

89-92% = A-

86-89% = B+

83-86% = B

80-83% = B-

77-80% = C+

74-77% = C

71-74% = C-

68-71% = D+

65-68% = D

DSS: Students with disabilities who wish to set up academic adjustments in this class should give

me a copy of their "Confirmation of Eligibility for Academic Adjustments" from the Disability

Support Services Office as soon as possible so we can discuss how the approved adjustments will

be implemented in this class. Students without this form should contact the Disability Support

Services Office, Bouillon 205 or dssrecept@cwu.edu or 963-2171.

Plagiarism and Cheating:

All work in this course must be completed in a manner consistent with the CWU Code of Conduct

on plagiarism, cheating, sexual harassment and diversity (See CWU Catalog Appendix A & B).

The course will be taught in a manner consistent with the CB Honor Code (see below). Any

instance of plagiarism or cheating will result in the student(s) failing the course.

College of Business Statement of Conduct

The College of Business is a learning community committed to a set of core values based on

integrity, respect and responsibility that guide our interactions.

Integrity: the quality of possessing and steadfastly adhering to high moral principles or

professional standards Members of our community are expected to act with integrity and honesty. These qualities are

essential in providing a basis for trust, and are at the foundation of what molds the character of

business professionals.

Sample Syllabus

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Respect: to show consideration or thoughtfulness in relation to others Our community respects the right of all people to express their ideas, beliefs, and opinions. Our

relationships are based on mutual respect for one another, and differences of opinion are discussed

openly and civilly. These discussions will focus on the issues, rather than attacking either party,

and are presented in a courteous manner. We are sensitive to the impacts of both our words and

actions on others.

Responsibility: the state, fact, or position of being accountable and responsible We accept responsibility for our actions and the consequences resulting from them. We understand

and expect those around us to hold us accountable for our dealings and behavior. We deliver on the

commitments and promises we make to others.

Code of Honor

As College of Business students we pledge to uphold these standards of professionalism and

conduct ourselves in accordance with them. We will not lie, cheat, or steal, and will not tolerate

those who do. Our behavior defines who we are and what we will become.

Sample Syllabus