Course Syllabus Hilighted with links to assignments

1. Nova Southeastern University
Fischler School of Education and Human Services
Syllabus
I. COURSE PREFIX, NUMBER, AND TITLE: ATH 530 Marketing in
Athletic Administration (3 credits)
I. INSTRUCTOR/FACULTY MEMBER
Name: John Lata, Ph.D.
Email: jlata@nsu.nova.edu
Telephone: 850-644-8986
Fax: 850-644-7025
Students should contact their instructor for any questions regarding this
course.
PROFESSOR/LEAD FACULTY (Responsible for Syllabus):
Name: Jennifer Reeves, Ph.D.
Email: jennreev@nsu.nova.edu
Telephone: 954-262-8536, 1-800-986-3223, ext. 8536
Fax: 954-262-3826
Office: 1750 NE 167th Street, North Miami Beach, FL 33162
NOTE: To ensure program consistency, all sections of each course in the Fischler
School of Education and Human Services, regardless of delivery format, follow
the same course requirements and content as listed in this syllabus that is provided
by the Program Professor/Lead Faculty. The Instructor may modify readings,
topics, or assignments only after consultation with the professor/lead faculty listed
above.
II. COURSE DESCRIPTION
A. This course will expose the student to fundamental concepts of marketing,
emphasizing how those concepts are applied to the domestic sports industry as
well as to the international market. The course will focus on the unique aspects of
sport, such as its particular product and life cycle profiles, the sport consumer and
the various marketing tools and strategies that can be utilized to successfully bring
the product to market, specifically the classic marketing mix, targeting,
segmentation, program implementation and control.
B. Course Rationale: This course is designed for graduate students with the aim
of applying various marketing concepts to the business of sport. The sport
business is extensive and competitive. In order to effectively market a product, a
sport administrator or manager must be able to apply effective marketing
strategies.
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2. III. COURSE OBJECTIVES:
Upon successful completion of this course students will be able to:
1. Describe the contemporary sport business industry and its unique aspects.
SMPRC 6
2. Identify the historical eras in sport marketing and the sport industry. SMPRC 6
3. Demonstrate an understanding of the global characteristics of sport business
and how sport and global markets merge. SMPRC 6
4. Identify the role of strategic marketing with emphasis on the sports industry.
SMPRC 6
5. Apply the Sport Marketing Management Model to the practice of sport
marketing. SMPRC 6, 10
6. Describe why research is important in sport marketing and apply different sport
marketing research strategies. SMPRC 6, 10
7. Conduct a SWOT analysis and apply your findings. SMPRC 6, 10
8. Demonstrate and apply the concepts of segmentation, targeting, and positioning
in sport business. SMPRC 6
9. Demonstrate an understanding of marketing information systems and how they
can be used in the sport industry. SMPRC 6
10. Evaluate and apply the Marketing Mix Strategy in the sport industry. SMPRC
6
11. Demonstrate an in-depth understanding of the products and the product life
cycle in the sport industry. SMPRC 6
12. Describe and implement pricing strategies for the sport industry. SMPRC 6
13. Analyze the marketing channels and distribution decisions in the sport
industry. SMPRC 6
14. Implement and evaluate promotion in the sport industry, including media
relations, endorsements, sponsorship, licensing, and logos. SMPRC 6
15. Describe the benefits of web-based sport marketing in today’s world. SMPRC
6
16. Develop a marketing plan using the Sport Marketing Management Model.
SMPRC 6, 10
17. Demonstrate effective written communication skills, with emphasis on the use
of APA style. SMPRC 10
KEY
SMPRC = Sport Management Program Review Council
IV. REQUIRED MATERIALS
Required Textbook(s):
Pitts, B, & Stotlar, D. (2007). Fundamentals of sport marketing (3rd ed.).
Morgantown, WV: Fitness Information Technology.
Required Supplemental Materials:
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3. American Psychological Association. (2001). Publication manual of the
American Psychological Association (5th ed.). Washington, DC: Author.
NOTE: Check the course textbook list for updates. http://www.nsubooks.bkstore.com/
V. CALENDAR OF WEEKLY REQUIREMENTS
Week Topics Class Activities & Assignments
1 The Sport Business Industry: Readings: Pitts & Stotlar, Chapters 1-2
Currently, Historically, and Activities: Introduce yourself to the class;
Globally Learning Activities 1 – 3
Course Objectives: 1, 2, 3, 4, 17
2 Sport Marketing Theory and Readings: Pitts & Stotlar, Chapters 3-4,
Research Appendix A
Assignment: Part I: Sport Business
Identification, Mission, and Research Due
Course Objectives: 1, 4, 5, 6, 7, 17
3 Segmentation and Readings: Pitts & Stotlar, Chapters 5-6
Information Management Appendix F
Activities: Learning Activities 4 – 7
Course Objectives: 1, 4, 6, 7, 8, 9, 17
4 The 4P’s of Marketing; Readings: Pitts & Stotlar, Chapters 8-10
Products and Pricing Activities: Learning Activities 8 – 9
Assignment: Part II: Market Analysis,
Segmentation, and Target Due
Course Objectives: 1, 4, 6, 7, 10, 11, 12, 17
5 Place and Promotion Readings: Pitts & Stotlar, Chapters 11-12
Activities: Learning Activities 10 – 11
Appendix D
Course Objectives: 1, 4, 6, 7, 10, 13, 14, 17
6 Media, Sponsorship, Readings: Pitts & Stotlar, Chapters 13-14
Licensing, and Logos Activities: Learning Activity 12 – 14
Assignment: Part III: Sport Marketing Mix
Decisions and Strategies Due
Course Objectives: 1, 4, 6, 7, 10, 14, 17
7 Marketing Pitch Assignment: Part IV: Sport Marketing
Presentation Due
Activity: Question for Study, p. 325, #1
Course Objectives: 1, 4, 5, 6, 7, 8, 9, 10, 11,
12, 13, 14, 15, 16, 17
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4. II. DESCRIPTION OF ACTIVITIES AND ASSIGNMENTS
Learning Activities/Question for Study (3 points each, 45 points total)
For each of the Learning Activities below, please refer to the Pitts & Stotlar text and
follow the directions. The learning activities are meant to apply the sport marketing
concepts discussed in class to the real world. Many of the learning activities will
require you to conduct research by going out into the field and finding information,
asking questions, administering surveys, conducting observations, and/or analyzing
content on the internet or through your community resources.
Learning Activities 1 – 3: Pitts & Stotlar, p. 40, Learning Activities 1 – 3
Learning Activities 4 – 7: Pitts & Stotlar, p. 160, Learning Activities 1 and 2; and
p. 170, Learning Activities 1 and 2
Learning Activities 8 – 9: Pitts & Stotlar, p. 231, Learning Activities 1 and 2
Learning Activities 10 – 11: Pitts & Stotlar, p. 291, Learning Activities 1 and 2
Learning Activity 12 – 14: Pitts & Stotlar, p. 325, Learning Activities 1 – 3
Question for Study 1: Pitts & Stotlar, p. 325, Questions for Study #1
Objectives: 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17
SMPRC Standard 6: Content Area – Marketing in Sport
SMPRC Standard 10: Content Area – Research in Sport
Grading Rubric: See Appendix A
Sport Marketing Research Project (55 points total)
The student will develop a sport marketing plan. You are in the sport business. Create a
sport company to represent – you can be in the business of athletics, sporting goods,
athletic equipment, participation sports, spectator sports, recreation, etc. Use your
imagination and create your own company; however, feel free to model your business
after an existing company. The student will then choose a sport product to promote.
Your product can be athletic equipment, a recreation facility, a sports team, sporting
goods, a 5K run to raise money for the athletic department, etc.; however, be sure that it
is a realistic product for your company. The product can be one that you made up or
one that already exists. This research project will address four main principles: (I) Sport
Business Identification, Mission, and Research; (II) Market Analysis, Segmentation,
and Target; (III) Sport Marketing Mix Decisions and Strategies; and (IV) Sport
Marketing Presentation and Evaluation.
Part I: Sport Business Identification, Mission, and Research (10 points)
Identify your sport business and state your sport company’s mission and objectives
(you can create your own mission and objectives or model a similar existing company’s
mission and objectives. Hint: For a list of existing companies and contact information
refer to Pitts & Stotlar, Appendix A). How will you go about achieving your objectives?
Design a research project to determine the 4 C’s: the consumer, the competitor, the
company, and the climate of your business. For part II you will actually have to collect
and analyze your data so design something that is feasible to do in the given time
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5. frame! Examples of different types of methodologies include surveys, interviews,
observations, content analysis, and focus groups, to name a few. For examples of
existing marketing surveys, refer to Pitts & Stotlar, Appendix F. Remember, if you use
one of these surveys, you might have to adapt it to fit your company’s needs. Detail
how you will go about collecting your data (i.e., what you plan to do) and include your
data collection instrument if you plan on using one.
Grading Rubric: See Appendix B
Part II: Market Analysis, Segmentation, and Target (15 points)
Collect, analyze, and report your research data. What did you find? Discuss in terms of
the 4 C’s: the consumer, the competitor, the company, and the climate. Based on these
results, conduct a SWOT analysis and discuss your results in detail. Based on your
results, who is your consumer/target market?
Grading Rubric: See Appendix C
Part III: Sport Marketing Mix Decisions and Strategies (15 points)
Identify the 4 P’s of Marking: Product, Price, Place, and Promotion. Describe the
product that you want to promote, and determine the price, place, and promotion
strategies that will help your company sell the product. Will you use an endorsement or
sponsorship? Will you design a logo for your company? If so, include it. Explain in
detail how you plan to promote your product.
Grading Rubric: See Appendix D
Part IV: Sport Marketing Presentation and Evaluation (15 points)
You will submit your sport product to the class via a flyer and a production of a
PowerPoint presentation (in the discussion section). The presentation should be at least
seven slides and contain all pertinent information to sell your product. After the entire
class has submitted their products, you will have 24 hours to decide which product
(other than your own) you would want to buy. Evaluate this student’s presentation.
Give the details of the product, why you would buy this product over the others
presented in the class, and what this student did well to sell his/her product (i.e., how
did it grab your attention). See Appendix E for the Sport Marketing Evaluation Form.
Grading Rubric: See Appendix F
Objectives: 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17
SMPRC Standard 6: Content Area – Marketing in Sport
SMPRC Standard 10: Content Area – Research in Sport
III. STANDARDS
The Athletic Administration courses are aligned with the Sport Management
Program Standards and Review Protocol (2000) published by the Sport
Management Program Review Council (SMPRC), a joint association of the
National Association for Sport and Physical Education (NASPE) and the North
American Society for Sport Management (NASSM).
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6. Sport Management Program Review Council (SMPRC). Retrieved March 28,
2006, from http://www.aahperd.org/naspe/template.cfm?template=
programs-smprc.html
I. CLASS POLICIES
A. Attendance: Students are expected to attend all class sessions.
B. Writing Across the Curriculum
This course includes written assignments that make up at least one half of the
final course grade.
• Written assignments can include, but are not limited to, abstracts,
bibliographies, case studies, computer programs, essays, journal entries,
lesson plans, literature reviews, project proposals, project reviews, reaction
papers, research papers, seminar summaries, and technology reports.
• FSEHS Standard Format for Assignments
http://www.schoolofed.nova.edu/sso/PDF/fsehs_standard_format.pdf
• FSEHS Writing Tutorial
http://www.schoolofed.nova.edu/sso/acad_writing/apa/tutorial/apa.htm
• Need more assistance with writing?
http://www.schoolofed.nova.edu/sso/acad_writing/acad_writing_course.htm
VI. GRADING CRITERIA
A. Grading Rubrics: See Appendixes
B. Grading Scale:
Letter Grade Percentage Quality Points
A 91-100 4.0
B+ 86-90 3.5
B 80-85 3.0
C 70-79 2.0
F Below 70 No Credit
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7. C. Course Assignments and their percentage of the final grade
Assignment Points % Due Week #
Learning Activities 45 45 1, 3, 4, 5, 6, 7
Sport Marketing Research 55 55
Project
Part I: Sport Business 10 2
Identification, Mission, and
Research
Part II: Market Analysis, 15 4
Segmentation, and Target
Part III: Sport Marketing Mix 15 6
Decisions and Strategies
Part IV: Sport Marketing 15 7
Presentation and Evaluation
Total 100 100
XI. LIST OF SUGGESTED RESOURCES
A. Books and Articles:
Fullerton, S. (2006). Sports marketing. New York: McGraw Hill.
Graham, S. (2001). The ultimate guide to sports marketing. New York: McGraw
Hill.
McDonald, M. (1999). Cases in sport marketing. Boston: Jones and Bartlett
Publishers.
Pitts, B. (1998). Case studies in sport marketing. Morgantown, WV: Fitness
Information Technology.
Shank, M. (2004). Sports marketing: A strategic perspective (3rd ed.). Chicago,
IL: Pearson Prentice Hall. ISBN: 0131440772
Stotlar, D. (2001). Developing successful sport marketing plans. Morgantown,
WV: Fitness Information Technology.
Stotlar, D. (2001). Developing successful sport sponsorship plans. Morgantown,
WV: Fitness Information Technology.
Supovitz, F. (2005). The sports event management and marketing playbook.
Hoboken, NJ: John Wiley and Sons, Inc.
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8. B. Journals:
Athletic Administration
Athletic Management
Athletic Business
Coach and Athlete
College Athletic Management
International Journal of Sport Management
International Journal of Sports Psychology
Journal of Health, Physical Education, Recreation, and Dance
Journal of Sport and Exercise Psychology
Journal of Sports Behavior
Journal of Sports Management
Physical Educator
Quest
Research Quarterly for Exercise and Sport
Scholastic Coach
Sport Marketing Quarterly
Strategies
The Olympian
Women in Sport
C. Websites:
Amateur Athletic Union (AAU). Retrieved January 4, 2007, from
www.aausports.org/
American Alliance for Health, Physical Education, Recreation & Dance
(AAHPERD). Retrieved January 4, 2007, from
http://www.aahperd.org/index.cfm
American Association for Health Education (AAHE). Retrieved January 4, 2007,
from http://www.aahperd.org/aahe/
American Association for Physical Activity and Recreation (AAPAR). Retrieved
January 4, 2007, from http://www.aahperd.org/aapar/template.cfm?
template+whoWeAre.htm
National Association of Collegiate Directors of Athletics (NACDA). Retrieved
January 4, 2007, from http://www.nacda.cstv.com/nacda-nacda.html
National Association of Intercollegiate Athletics (NAIA). Retrieved January 4,
2007, from www.naia.org
National Association for Girls and Women in Sport (NAGWS). Retrieved
January 4, 2007, from http://www.aahperd.org/nagws
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9. National Association for Sport and Physical Education (NASPE). Retrieved
January 4, 2007, from http://www.aahperd.org/naspe
National Collegiate Athletic Association (NCAA). Retrieved January 4, 2007,
from www.ncaa.org/
Special Olympics. Retrieved January 4, 2007, from www.specialolympics.org/
Sport Management Program Review Council (SMPRC). Retrieved January 26,
2007, from http://www.aahperd.org/naspe/template.cfm?
template=programs-smprc.html
Ulrich’s Periodicals Directory, Retrieved January 4, 2007, from
http://www.ulrichsweb.com/ulrichsweb/
Additional Assistance with APA formatting:
APA Style.org website. APA Retrieved May 20, 2005, from
http://www.apastyle.org/
StyleWizard.com. The APA Wizard retrieved November 9, 2005, from
http://www.stylewizard.com/apa/apawiz.html
Fischler School of Education, Office of Academic Affairs, Tutorials website.
Retrieved May 20, 2005, from
http://www.schoolofed.nova.edu/oaa/tutorials.htm
Landmarks Citation Machine. Retrieved November 9, 2005, from
http://citationmachine.net
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10. Appendix A
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11. Learning Activities Rubric
(3 possible points for each learning activity)
3 points:
The learning activity is well written and well organized. All aspects of the
learning activity have been addressed and included in the write up. If the student
was to collect data, the data are presented in an organized and coherent fashion.
There are no errors in grammar, spelling, or APA format.
2 points:
The learning activity is organized and coherent. Most aspects of the learning
activity have been addressed and included in the write up. If the student was to
collect data, the data are presented in a somewhat organized and coherent fashion.
There are few errors in grammar, spelling, or APA format.
1 point:
The learning activity is disorganized and scattered. Few aspects of the learning
activity have been addressed or were simply not included in the write up. If the
student was to collect data, the data either are not presented or presented in a
disorganized and non coherent fashion. There are several errors in grammar,
spelling, or APA format.
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12. Appendix B
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13. Part I: Sport Business Identification, Mission, and Research (10 Possible Points)
3 2 1 Score
Business Identification, The business chosen is The business chosen is The business chosen is
Mission, and Objectives realistic. The mission is somewhat realistic. The not realistic or not
clearly stated and mission is stated and listed. The mission is
appropriate. The somewhat appropriate. not appropriate or not
objectives are clear and The objectives are included. The
relevant to the mission. listed and somewhat objectives listed are not
relevant to the mission. relevant to the mission.
Research Plan The research plan is The research plan is The research plan is not
comprehensive, somewhat detailed and detailed and/or not
detailed, and appropriate. appropriate.
appropriate.
Data Collection The data collection
Instrument instrument, if
applicable, is included
and appropriate.
Organization/Grammar/ The plan is well The plan is somewhat The plan is
APA format organized and well organized and coherent. disorganized and
written. There are no There are few errors in incoherent. There are
errors in grammar, grammar, spelling, or several errors in
spelling, or APA APA format. Less than grammar, spelling, or
format. At least 2 2 references are APA format. No
references are included included. references are included.
Total
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14. Appendix C
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15. Part II: Market Analysis, Segmentation, and Target (15 Possible Points)
3 2 1 Score
Data Data was collected and Data was collected and Data was poorly collected
Collection and analyzed appropriately. analyzed somewhat and either not analyzed or
Analysis Important results are appropriately. Some results not analyzed appropriately.
illustrated appropriately. are illustrated. No illustration of results.
Reporting of The results of the research The results of the research The results of the research
Results are described thoroughly in are described mostly in are incoherent and do not
terms of the 4 C’s. terms of the 4 C’s. relate to the 4 C’s.
SWOT The strengths, weaknesses, The strengths, weaknesses, The strengths, weaknesses,
Analysis opportunities, and threats opportunities, and threats opportunities, and threats
are described in detail. are described. are poorly described.
Segmentation The segmentation and The segmentation and The segmentation and
and Target target market are detailed target market are target market are not
and appropriate. somewhat detailed and detailed, inappropriate, or
appropriate. simply not discussed.
Organization/ The analysis is well The analysis is somewhat The analysis is
Grammar/ organized and well written. organized and coherent. disorganized and
APA format There are no errors in There are few errors in incoherent. There are
grammar, spelling, or APA grammar, spelling, or APA several errors in grammar,
format. At least 2 format. Less than 2 spelling, or APA format.
references are included. references are included. No references are included.
Total
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16. Appendix D
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17. Part III: Sport Marketing Mix Decisions and Strategies (15 Possible Points)
3 2 1 Score
Product The product is The product is The product is not
appropriate, aligned somewhat appropriate, appropriate,
with the business aligned with the inconsistent with the
mission and objectives, business mission and business mission and
and described in detail. objectives, and objectives, and poorly
sufficiently described. described.
Price The pricing strategy is The pricing strategy is The pricing strategy is
appropriate and somewhat appropriate not appropriate and
described in detail. and sufficiently poorly described.
described.
Place The marketing The marketing channels The marketing channels
channels and and distributions are and distributions are
distributions are somewhat appropriate not appropriate and
appropriate and and sufficiently poorly described.
described in detail. described.
Promotion The product promotion The product promotion The product promotion
is appropriate and is somewhat is not appropriate and
described in detail. appropriate and poorly described.
sufficiently described.
Organization/Grammar/ The strategy is well The strategy is The strategy is
APA format organized and well somewhat organized disorganized and
written. There are no and coherent. There are incoherent. There are
errors in grammar, few errors in grammar, several errors in
spelling, or APA spelling, or APA grammar, spelling, or
format. At least 2 format. Less than 2 APA format. No
references are included. references are included. references are included.
Total
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18. Appendix E
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19. Sport Marketing Evaluation Form
Name of Business: _____________________________________
Product: ______________________________________________
Seller’s Name: _________________________________________
Description of the product:
Why would you buy this product over the others presented in the class?
Describe what this student did well to sell his/her product (i.e., how did it grab your
attention)?
Your Name: ______________________________________ Date: _________________
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20. Appendix F
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21. Part IV: Sport Marketing Presentation and Evaluation (15 Possible Points)
3 2 1 Score
PPT Presentation The PowerPoint The PowerPoint The PowerPoint
presentation was well presentation was presentation was not
organized and visually organized and well organized or
appealing. The somewhat visually visually appealing. The
information contained appealing. The information contained
in the slides was information contained in the slides was
catchy, meaningful, in the slides was insufficient and poorly
and contained just relevant, but either had chosen.
enough information too much information
(not too much, not too or not enough
little). information.
The Flyer The flyer is visually The flyer is appealing The flyer is thrown
appealing and and somewhat together and not
appropriate for the appropriate for the appealing or
product and consumer. product and consumer. appropriate for the
product and consumer.
Organization/Grammar/ The presentation is well The presentation is The presentation is
APA format organized and coherent. somewhat organized disorganized and
There are no errors in and coherent. There are incoherent. There are
grammar, spelling, or few errors in grammar, several errors in
APA format. spelling, or APA grammar, spelling, or
format. APA format.
Evaluation The student chose a The student chose a The evaluation of a
product to buy and product to buy and fellow student is
evaluate. The evaluate. The incomplete and
evaluation of a fellow evaluation of a fellow unjustified.
student is complete and student is mostly
justified. complete and
somewhat justified.
Total
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