BUSA 4120 Sports Marketing

University and professional sports, sports suppliers and sport broadcasts have significantly changed especially with increased competition, marketing and technology. Sports and the entertainment industry play a vital role in the global economy and impact the lives of millions of people. This exciting course introduces students to the complex and diverse nature of sports marketing. A framework will be presented to explain and organize the strategic sports marketing process that deal with the ever-changing sports environment.

Credits

3

Prerequisite

BUSA 3200

Typically Offered

Athens Campus: not offered — Demorest Campus: fall evening

Student Learning Outcomes

At the successful completion of this course, students will be able to:

1. Establish the importance of sports marketing from a financial aspect.
2. Identify the basic marketing principles and processes applied to sports by analyzing how college and professional teams are marketed.
3. Develop an understanding of the participants, spectators and research tools essential to sports marketing.
4. Develop an understanding of participants and spectators who influence sports marketing.
5. Define sports products and services and examine the advantages and disadvantages of licensing from the perspective of the licensee and licensor.
6. Understand the basic process for designing a successful advertising campaign by analyzing recent, highly publicized marketing campaigns.
7. Understand the major sponsorship activities and the steps needed to effectively evaluate these programs by identifying the decisions sponsors must make in promoting an activity.