DUQUESNE UNIVERSITY

A.J. PALUMBO SCHOOL OF BUSINESS ADMINISTRATION

Dr. John M. Lanasa

376 Sports Marketing and Promotion

Phone: 396-5153

Office: 812 Rockwell Hall

This course will provide an intensive evaluation of marketing techniques and promotional strategy. In addition, the topical coverage will include the marketing mix, new product strategy and services, interactive promotion, event marketing and value-added marketing. Prerequisite: Marketing 371.

II. GENERAL OBJECTIVES

The primary objectives of Sports Marketing and Promotion are:

1. To familiarize the student with the evolution of sports marketing and promotion.
2. To understand the differences between the consumer retail markets and industrial market requirements in the sport industry.
3. To develop an understanding of the underlying principal of the 5 P’s of marketing in the sports industry.
4. To enhance the student’s understanding of sports marketing and promotion in the professional sports arena.
5. To develop an understanding of how technology affects the sporting industry.
6. To introduce the student to organizational planning both tactical and strategic.
7. To develop a social and ethical responsibility affecting the future of sports marketing.

III. SPECIFIC COURSE OBJECTIVES

1. Have an overall understanding of sports marketing and promotion;
2. Recognize the components of the sport product and sport industry;
3. Understand the core elements of market analysis, product concept and product position;
4. Have an understanding of consumer behavior and the buying process;
5. To understand market research and market segmentation in the sport industry;
6. To understand product development and the product life cycle;
7. To understand product pricing and marketing channels in the sport industry;
8. To recognize the complexity of promotion with respect to the marketing mix;
9. To develop a social and ethical responsibility.

IV. TOPICAL OUTLINE

1. Sports Marketing Overview
   1. The Special Nature of Sports Marketing
      1. The Need for Sports marketing
      2. Sports Marketing Defined
      3. The Sport Product and Industry
   2. Marketing Management in Sport 1
      1. The Market and the Consumer
      2. Market Information Systems
      3. Market Segmentation
      4. Product Concept or Position
      5. The Full Marketing Mix
   3. The Unique Aspects of Sport Marketing 2
      1. The Market for Sports Products
      2. The Sport Product
      3. The Price of Sport
      4. The Promotion of Sport

2. The Sport Consumer and Marketing Research 3
   1. The Sport Consumer
      1. Sellers (Promotion)
      2. Buyers (Sponsors)
   2. The Industry’s Players
      1. Buyers of Sports Marketing Opportunities
      2. Sellers of Sport Interests
      3. Operational Employees
      4. Athletes
      5. Large Conglomerates

3. A Model of Consumer Behavior in Sports 4
   1. Environmental Factors
   2. Individual Factors
   3. Lifestyle Factors
   4. Application of SWOT

4. The Role of Research in Sports Marketing
   1. Information Based Approach to Sports Marketing
   2. Characteristics of the MIS
   3. Data Sources for an MIS
   4. Internal Data Sources
   5. External Data Sources
   6. Common Problems in Sports Marketing Research

5. Market Segmentation
   1. Four Bases of Segmentation 5
      1. State-of-Being Segmentation
      2. State-of Mind Segmentation
      3. Product Usage Segmentation
      4. Benefit Segmentation
   2. Measuring Market Potential
      1. Sales Forecasting
      2. Forecasting Methodology
      3. Quantitative vs. Qualitative
      4. Model Usage
   Chapter Test 1 - 5
   

6. The Sports Product 6
   1. Elements of the Sport Product
      1. The Game Form
      2. The Event
      3. The Ticket
      4. The Organization
      5. The Facility
      6. Equipment, Clothing
      7. Related Services
      8. Image
   2. Product Development 7
      1. Product Line
      2. Product Launch
      3. Product Life Cycle
      4. Product Position and Development
   3. Product Pricing 8
      1. Penetration and Skim Pricing
      2. Break-Even Analysis
      3. Cost-Plus Pricing

7. Promotion in Sports Marketing
   1. Promotion 9
      1. Advertising
      2. Personal Selling
      3. Sales Promotion
      4. Public Relations
   2. Promotional Licensing 10
      1. Retail Promotion
      2. Creating Sponsorship
      3. Stadium and On-Site Event Promotion
      4. Types of Marketing Channels 11
      5. Retail Sports Operations

8. Distribution Networks 12
   1. Networks
   2. Boosters

9. Ticket Distribution Systems
   
   TEST 2 6-10

10. Special Topics and Social Responsibility
    1. Main Issue ----Greed
    2. Ethical Issues 13
       1. Alcohol
       2. Tobacco

    3. Developing Ethical Guidelines

    4. Social Responsibility

Readings: North American Society for Sport Management