* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download HHPS 420 Marketing for Sport and Recreation Spring 2015
Market penetration wikipedia , lookup
Pricing science wikipedia , lookup
Market segmentation wikipedia , lookup
Ambush marketing wikipedia , lookup
Service parts pricing wikipedia , lookup
Digital marketing wikipedia , lookup
Multi-level marketing wikipedia , lookup
Pricing strategies wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Marketing research wikipedia , lookup
Neuromarketing wikipedia , lookup
Direct marketing wikipedia , lookup
Target audience wikipedia , lookup
Product planning wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Segmenting-targeting-positioning wikipedia , lookup
Marketing channel wikipedia , lookup
Sensory branding wikipedia , lookup
Street marketing wikipedia , lookup
Advertising campaign wikipedia , lookup
Multicultural marketing wikipedia , lookup
Marketing plan wikipedia , lookup
Target market wikipedia , lookup
Green marketing wikipedia , lookup
Global marketing wikipedia , lookup
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 6 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) 7 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 8