3 credits
Spring 2026 Lecture Upper Division
This course introduces and examines marketing within various levels of the sport industry, with an emphasis on consumer behavior, branding, and sponsorship. This course first introduces students to the marketing of sport services, sport teams, and sport programs by examining basic marketing strategies as they relate specifically to sport settings. Second, the course examines key consumer behaviors regarding sport fans and sport fan communities. Finally, the course enables students to formulate original and creative sport marketing mixes to provide students with the hands-on practice necessary to become an effective sport marketer.
Learning Outcomes1Explain the unique characteristics of sport marketing.
2Recognize what motivates individuals to engage in sport-related consumer behavior.
3Identify practices for developing and socializing sport fans and sport fan communities.
4Interpret data sources for segmenting, targeting, and positioning strategies within sport.
5Synthesize existing marketing ideas in original ways.
6Formulate and analyze sponsorship proposals.
7Design and implement sport marketing strategies characterized by high degrees of innovation, divergent thinking, and risk-taking.
made by Purdue students.