3 credits
Fall 2025 Lecture Upper Division
This course is designed to provide students with (1) a deep understanding of theories and concepts in sport marketing, (2) an up-to-date understanding of them as they are currently being applied to solve marketing problems and issues in various sport business contexts, (3) strategies of making effective decisions concerning the marketing of sport products and brands, (4) a foundation for advanced study and work in marketing, consumer behavior, and related fields.
Learning Outcomes1Articulate the factors that make sport marketing a unique enterprise.
2Demonstrate an understanding of various research methodologies utilized in sport marketing.
3Assess the value of segmentation in sport marketing.
4Design, implement, and evaluate a sport marketing research plan.
5Appreciate the elements of the sport product that contribute to its uniqueness in the marketplace.
6Analyze the growth in importance of licensing, brand equity, and fan identification in sport marketing.
7Differentiate among the unique factors that impact sport product pricing strategies.
8Understand and evaluate the effectiveness of the key components of effective promotional programs and campaigns within the sport market.
9Devise a promotional and sales plan within the sport marketplace.
10Understand the scope and nature of sponsorship and the rationale for their use by corporations and the sport enterprise.
11Analyze the importance of public relations and its unique role in the marketing mix within the context of sport.
12Consider the future directions of sport marketing, giving special attention to the growth of electronic media and its parts.
Restrictions
made by Purdue students.