Download HHPS 420 Marketing for Sport and Recreation Spring 2015

Texas A&M University-Commerce
Health and Human Performance
HHPS 420
Marketing for Sport and Recreation
Spring 2015
Instructor: Dr. Sangkwon Lee
Office: Field House 100
Email: [email protected]
Phone: 903-886-5544
Class Times
Office Hours
TR 12:30-1:45 pm
TR 9:15-11:00 pm
1:45-2:15 pm
or by appointment
COURSE DESCRIPTION
The course is designed to provide the student with analysis of marketing from a manager’s
perspective as it may relate to the sport, recreation, tourism, and entertainment industries. The
course provides an introduction to the marketing of sport, entertainment and recreation products
and services, teams, and programs. Emphasis of instruction is on marketing theories, strategies,
tactics and developments in sport delivery systems. The course will examine marketing practices
and operations in a variety of sectors as they relate to consumption behavior.
LEARNING OUTCOMES
1. Define fundamental terminology used in marketing applications.
2. Identify internal and external sources of marketing information.
3. Integrate the components of strategic market planning including the correlation of
organizational mission, goals and objectives with marketing strategies.
4. Provide an overview of market strategies and analyses applicable to sport and recreation
enterprises.
5. Demonstrate an understanding of market research applicable to numerous sport settings.
6. Provide opportunities for students to implement and develop an understanding of the
practical importance of integrating marketing strategies, assessing consumer identification
patterns and implementing marketing programs related to the application of sport.
7. Conduct basic market research and develop a marketing plan.
TEXTBOOKS
Required:
Sport Marketing: A Strategic Perspective, 5th Edition (2014). Shank & Lyberger
Routledge.
Recommended:
Sports Economics, 3rd Edition (2010). Fort, R. D., Prentice Hall.
COURSE OUTLINE (subject to change)
1
Jan. 20
An Overview of the Sports Industry
<Reading>
 Chapter 1
Jan. 22
Strategic Sports Marketing: Basic Marketing Principles
<Reading>
 Chapter 1, 2
 Fullerton, S. & Merz, R. (2008). The four domains of sports marketing: A conceptual
framework, Sport Marketing Quarterly, 17, 90-108.
Jan. 27
Strategic Sports Marketing: Sports Marketing Theory
<Reading>
 Chapter 2
 Chalip, L. & Leyns, A. (2002). Local business leveraging of a sports event: Managing an
event for economic benefit, Journal of Sport Management, 16(2).
Jan. 29
Marketing Research Process
<Reading>
 Chapter 3
 Frisby, W. (2005). The Good, the Bad, and the Ugly: Critical Sport Management
Research, Journal of Sport Management, 19(1).
Feb. 3
Marketing Research Process
<Reading>
 Chapter 3
 Quarterman, J., Pitts, B. G. Jackson, Jr. E. N., Kim, K., & Kim, J. (2005). Statistical data
analysis techniques employed in Sport Marketing Quarterly: 1992 to 2004., Sport
Marketing Quarterly, 14(4), 227-238.
Feb. 5
Understanding Consumers (Participants)
<Reading>
 Chapter 4
 Vail, S. E. (2007). Community development and sport participation, Journal of Sport
Management, 21(4).
Feb. 10
2
Understanding Consumers (Spectators)
<Reading>
 Chapter 5
 DeSchriver, T. D. & Jensen, P. E. (2002). Determinants of spectator attendance at
NCAA Division II football contests, Journal of Sport Management, 16(4).
 Trail, G. T., Fink, J. S., & Anderson, D. F. (2003). Sport spectator consumption behavior.
Sport Marketing Quarterly, 12, 8-17.
Feb. 12
Segmentation
<Reading>
 Chapter 6
 Robinson, M. J. & Trail, G. T. (2005). Relationships among spectator gender, motives,
points of attachment, and sport preference, Journal of Sport Management, 19(1).
 Rohm, A, J. Milne, G. R. & McDonald, M. A. (2006). A mixed-method approach for
developing market segmentation typologies in the sports industry, Sport Marketing
Quarterly, 15(1), 29-39.
Feb. 17
Target Market
<Reading>
 Chapter 6
 McDaniel, S. (2002). An exploration of audience demographics, personal values, and
lifestyle: Influences on viewing network coverage of the 1996 Summer Olympic
Games, Journal of Sport Management, 16(2).
Feb. 19
Positioning
<Reading>
 Chapter 6
 Roy, D. P., Graeff, T. R., & Harmon, S. K. (2008). Repositioning a university through
NCAA Division I-A football membership, Journal of Sport Management, 22(1), 1129.
Feb. 24
Proposal Presentation for Market Plan Project
Feb. 26
Mid-term Exam
Mar. 3
3
Product Concepts
<Reading>
 Chapter 7
 DeSchriver, T. D. (2007). Much Adieu about Freddy: Freddy Adu and attendance in
Major League Soccer, Journal of Sport Management, 21(3).
Mar. 5
Product Management
<Reading>
 Chapter 8
 Ross, S. D. (2006). A conceptual framework for understanding spectator-based brand
equity, Journal of Sport Management, 20(1).
Mar. 10
Demand & Supply Theory in Sports Pricing
<Reading>
 Chapter 12
 Lera-López, F. & Rapún-Gárate, M. (2007). The demand for sport: Sport consumption
and participation models, Journal of Sport Management, 21(1).
Mar. 12
Pricing Concepts
<Reading>
 Chapter 12
 Johnson, B. K., Mondello, M. J. & Whitehead, J. C. (2007). The value of public goods
generated by a National Football League team, Journal of Sport Management,
21(1).
Mar. 17 / 19
No Class: Spring Break
Mar. 24
Pricing Strategies/Techniques
<Reading>
 Chapter 12
 Rascher, D. A., McEvoy, C. D., Nagel, M. S., & Brown, M. T. (2007). Variable ticket
pricing in Major League Baseball, Journal of Sport Management, 21(3).
Mar. 26
Promotion Concepts
<Reading>
 Chapter 9
4
Mar. 31
Promotion Mix Elements
<Reading>
 Chapter 10
Apr. 2
Promotion Mix Elements
<Reading>
 Chapter 10
Apr. 7
Sponsorship / Endorsement
<Reading>
 Chapter 11
 Shaw, S. & Amis, J. (2001). Image and investment: Sponsorship and women's Sport,
Journal of Sport Management, 15(3).
 Crompton, J. L. (2004). Sponsorship ambushing in sport. Managing Leisure, 9 (January),
1-12.
Apr. 9
Distribution
Apr. 14
Distribution
<Reading>
 Rascher, D. & Rascher, H. (2004). NBA expansion and relocation: A viability study of
various cities, Journal of Sport Management, 18(3).
Apr. 16
Implementation
<Reading>
 Chapter 13
Apr. 21
Implementation
<Reading>
 Chapter 13
Apr. 23
5
Control
<Reading>
 Chapter 13
Apr. 28
Control
<Reading>
 Chapter 13
Apr. 30
Market Plan Presentations
May. 5
Market Plan Presentations
May 7
Market Plan Presentations
Course Wrap-Up: Summary and Conclusions
May 11-15
Final Exam
CLASS ATTENDANCE
You are expected to attend all class sessions. Material for any absence is the sole responsibility
of the student. Due to the limited number of sessions and the pace of the class students are requested
to notify the instructor of any absence. If a student is absent on the day he/she is scheduled to make a
presentation without making prior arrangements with the instructor, the student will receive a zero
on the presentation grade.
ADA STATEMENT
The Americans with Disabilities Act (ADA) is a federal anti-discrimination statue that provides
comprehensive civil rights protection for persons with disabilities. Among other things, this
legislation requires that all students with disabilities be guaranteed a learning environment that
provides for reasonable accommodation of their disabilities. Students requesting accommodations
for disabilities must contact the Director of Disability Resources and Services, Gee Library, Room
132, 903-886-5835.
STUDENT CONDUCT
A&M-Commerce will comply in the classroom, and in online courses, with all federal and state laws
prohibiting discrimination and related retaliation on the basis of race, color, religion, sex, national
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origin, disability, age, genetic information or veteran status. Further, an environment free from
discrimination on the basis of sexual orientation, gender identity, or gender expression will be
maintained.
CHEATING AND PLAGIARISM
Please refer to the published university guidelines, and make sure that you understand them,
for they will be enforced.
COURSE ASSIGNMENTS
Assignments are expected to be submitted on the assigned due date. Late work will face a
deduction of 10% per day, until completes.
All assignments MUST follow this format:
 Typed, using 12 point font, Times New Roman
 Double spaced, 1 inch margins
 Include a cover sheet with your name, the name of the assignment, the class (HHPS 420) and
the date
 Paper should not exceed page length requirements
1. Assignment I (Due: Feb. 19)
1) Choose three teams in the same sport (e.g., Yankees, Astros, and Indians) or three sports
products in the same product category. (e.g., Titleist, Ping, and Taylormade golf clubs), and discuss
how each makes market selection decisions. Comment specifically on similarities and differences in
segmentation, targeting, and positioning.
2) Companies choose various sponsorship opportunities to reach different segments and target
markets. Give examples of two different sponsorship opportunities and their perspective market
segments and target markets. You need to write a paper (6 pages, not including a cover page).
2. Assignment II (Due: Apr. 2)
1) Conduct a simple study of odd-even pricing by producing a rough (mock-up) advertisement
for a sports product. Produce two versions of the advertisement-one using odd pricing for the sports
product and an identical version using even pricing for the sports product. Then measure demand for
the product (potential sales) by assessing purchase intent and consumer perceptions of quality.
Which product will sell the best (odd or even priced)? Which product is perceived to be of higher
quality (odd or even priced)?
2) Name two sports products that use price-skimming strategies and two sports products that use
a penetration pricing strategy. Comment on how the rest of the marketing mix follows the pricing
strategy. Do you agree with the sports marketer’s pricing decisions? You need to write a paper (6
pages, not including a cover page).
3. Assignment III: Market Plan (Due: Apr. 30)
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Each student will be required, as part of a group (TBD), to participate in the development of a
strategic marketing plan. Components will include but are not limited to: a strategic definition; the
cited use, development and potential implementation of a survey instrument; segmentation,
targeting, positioning strategies; and market mix; implementation and control strategies. In addition,
each student may be REQUIRED to participate in practical applications of market strategies as part
of the class. This plan will be 10-15 pages in length.
EXAMINATION
Two exams will be given during this semester. The midterm exam will be worth 50 points and
the final exam will be worth 50 points. Exams will cover (but not be limited to) material lectured on,
the textbook, and additional readings assigned. The exams will consist of a variety of types of
questions, such as, for example, calculation problems, short answer questions, short case analysis,
multiple choice questions, etc. If you know in advance that you will be unable to take the exam on
the scheduled day, please see the instructor at least one week before the exam is administered. See
class schedule for dates.
COURSE EVALUATION
Grades
A
B
C
D
F
Point Distribution
Assignment I
Assignment II
Market Plan Paper
Market Plan Presentation
Midterm Exam
Final Exam
Class Participation
Total
90-100
80-89
70-79
60-69
0-59
20
20
40
10
50
50
10
200
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