MKT 455 - Sport Marketing

Sports are uniquely creative and there are many aspects that cause them to behave differently from other brands, businesses, and organizations. This course is intended to introduce students to the world of sports business from a strategic marketing perspective. An historical perspective of the industry will provide the necessary framework to gain insight into the present and future sports marketing environment. The basic principles of marketing and marketing management as applied to the sports industry will be emphasized. Specific topics include segmentation, product, distribution, and pricing decisions, marketing through sport sponsorships, endorsements, licensing, sport media, marketing communications, and emerging issues in sports marketing.

Prerequisites: MKT 270

Course Typically Offered: Fall

Credits: 3