HSES 842 Sport Marketing

Transcription

1 HSES 842 Sport Professor: Dr. Angela Lumpkin Office: 146B Robinson Telephone: Office Hours: Tuesdays and Thursdays 8:30-10:30 am; Tuesdays 2:00-4:00 pm; also by appointment Course Description This course helps students gain a deeper understanding of sport marketing by examining in-depth the sport marketing mix of product, price, place, and promotion as well as marketing research, marketing strategy, market segmentation, branding, sponsorships, licensing venue and event marketing, global sport marketing, and public relations. Course Objectives 1. Students will be able to describe, analyze, and apply the fundamental principles of marketing research, data-based marketing, marketing strategy, and market segmentation to sports. 2. Students will be able to describe, analyze, and apply the fundamental marketing concepts of product, price, place, and promotions to sports. 3. Students will be able to describe, analyze, and apply sport marketing concepts as they apply to branding, licensing, sponsorships, venue and event marketing, global sport public relations. Required Readings There is no required textbook for this course. Each reading is available via Blackboard. You also can access each journal article by typing in the journal title using e-journals on the library web site and finding the specific issue using a database. Course Requirements 1. Reading assignments All assigned readings should be completed prior to the class in which it will be discussed. This will enable you to participate in the discussions about the content of each reading. 2. Four written assignments using these expectations and grading rubrics (200 points total). Paper #1 Due on February 12 (50 points) Using the assigned readings on marketing research, data-based market segmentation, write a four- or five-page analysis about the importance of these marketing concepts to sports. Exemplary Performance Proficient Performance Marginal Performance Definitions of Research, Data- Based, and Market Segmentation (up to 10 points) Understanding and Application of Research, Data- Based, and Market Segmentation ( up to 20 points) The paper describes clearly and explicitly the meaning of market segmentation as applied to sports. The paper provides specific information about and multiple examples showing an application to sports of market segmentation. The paper describes in general the meaning of market segmentation as applied to sports. The paper provides general information about and two or fewer examples of application to sports of market segmentation. 1 The paper fails to describe the meaning of market segmentation in the context of sports. The paper fails to show evidence or give examples showing an application to sports of market segmentation.

2 Analysis of Research, Data- Based, and Market Segmentation Organization and clear and specific evidence of an analysis about the importance of marketing research, data-based market segmentation in sports. The paper is clearly organized in a logical and sequential manner and communicates effectively through proper language, grammar, and style. The paper provides a general analysis about the importance of market segmentation in sports. The paper is somewhat language, grammar and style mistakes that indicate insufficient editing and clarity. The paper fails to provide an analysis about the importance of marketing research, data-based market segmentation in sports. The paper is poorly organized with numerous language, grammar, and style mistakes. Paper #2 Due on March 12 (50 points) Using the assigned articles on product, place, price, and promotions, write a four- or five-page paper explaining how each component of the marketing mix applies to sports. Definitions of Product, Place, Price, and Promotions Understanding and Application of Product, Place, Price, and Promotions ( up to 20 points) Analysis of Product, Place, Price, and Promotions Organization and Exemplary Performance Proficient Performance Marginal Performance The paper describes clearly The paper describes in The paper fails to and explicitly the meaning general the meaning of describe the meaning of of product, place, price, and product, place, price, and product, place, price, and promotions as applied in promotions as applied in sport sport The paper provides specific information about and examples of understanding about and application of product, place, price, and clear evidence of a critical analysis into the importance of product, place, price, and The paper is clearly organized in a logical and sequential manner and communicates effectively through proper language, grammar, and style. The paper provides general information about and two or fewer examples of understanding and application of product, place, price, and general statements about the importance of product, place, price, and The paper is somewhat language, grammar and style mistakes that indicate insufficient editing and clarity. Paper #3 Due on April 9 (50 points) Using the assigned articles on sport licensing, sponsorships, and branding, write a four- or five-page paper on the importance of each of these to intercollegiate or professional sports. Definitions of Sport Licensing, 2 The paper fails to show evidence or give examples showing an understanding and application of product, place, price, and The paper fails to provide evidence of an analysis into the importance of product, place, price, and The paper is poorly numerous language, grammar, and style mistakes. Exemplary Performance Proficient Performance Marginal Performance The paper describes clearly The paper describes in The paper fails to and explicitly the meaning general the meaning of describe the meaning of

3 Sponsorships, and Branding Understanding and Application of Sport Licensing, Sponsorships, and Branding ( up to 20 points) of sport licensing, sponsorships, and branding as applied in sport The paper provides specific information about and examples of understanding about and application of sport licensing, sponsorships, and branding to sport sport licensing, sponsorships, and branding as applied in sport The paper provides general information about and two or fewer examples of application of sport licensing, sponsorships, and branding to sport sport licensing, sponsorships, and branding in sport The paper fails to show evidence and give examples showing an application of sport licensing, sponsorships, and branding to sport Analysis of Importance of Sport Licensing, Sponsorships, and Branding Organization and clear evidence of an analysis into the importance of sport licensing, sponsorships, and branding in sport The paper is clearly organized in a logical and sequential manner and communicates effectively through proper language, grammar, and style. a general analysis into the importance of sport licensing, sponsorships, and branding in sport The paper is somewhat language, grammar and style mistakes that indicate insufficient editing and clarity. The paper fails to provide evidence of an analysis into the importance of sport licensing, sponsorships, and branding in sport The paper is poorly numerous language, grammar, and style mistakes. Paper #4 Due on April 23 (50 points) Using the assigned articles on public relations, media relations, community relations, and customer relations, write a four- or five-page paper on the relationship between these areas and successful sport Definitions of Public Relations, Media Relations, Community Relations, and Customer Relations Understanding and Application of Public Relations, Media Relations, and Customer Relations ( up to 20 points) Analysis of the importance of Exemplary Performance Proficient Performance Marginal Performance The paper describes clearly The paper describes in The paper fails to and explicitly the meaning general the meaning of describe the meaning of of public relations, media public relations, media public relations, media relations, community relations, community relations, community relations, and customer relations, and customer relations, and customer relations in sports. relations in sports. relations in sports. The paper provides specific information about and examples of understanding about and application of public relations, media relations, community relations, and customer relations in sports. clear evidence of an analysis The paper provides general information about and two or fewer examples of application of public relations, media relations, community relations, and customer relations in sports. general statements about 3 The paper fails to show evidence or give examples showing an application of public relations, media relations, community relations, and customer relations in sports. The paper fails to provide evidence of an analysis

4 Public Relations, Media Relations, and Customer Relations Organization and into the importance of public relations, media relations, community relations, and customer relations in sports. The paper is clearly organized in a logical and sequential manner and communicates effectively through proper language, grammar, and style. and some analysis into the importance of public relations, media relations, community relations, and customer relations in sports. The paper is somewhat language, grammar and style mistakes that indicate insufficient editing and clarity. into the importance of public relations, media relations, community relations, and customer relations in sports. The paper is poorly numerous language, grammar, and style mistakes. 3. Group project Self-select into groups of two or three and select one of the projects listed below: a. Option 1 Research: Assume your group has been hired to develop and implement a marketing research project for a NCAA Division II institution that is seeking to move from 72% to 50% of its athletic department budget of $10 million coming from institutional support (e.g., direct or indirect allocations; state funding; and student fees). Design a process for the collection and analysis of data for determining the feasibility of this goal using marketing research strategies and make specific marketing recommendations with rationale for the anticipated results. b. Option 2 Data-Based : Assume your group has been hired by a NCAA Division III institution to develop a new data-based marketing system for its athletic program. This system should help identify fans that have purchased tickets to past games as well as prospective new fans. This system should be used to collect, manage, and utilize information to increase revenues by at least $100,000 within the first year and be sustainable (i.e., not one-time marketing strategies). c. Option 3 Sport Product Design and Promotion: Develop the concept for and design of a new sport product (not service). Describe the process for how this sport product would be designed. Develop and describe how this product would be introduced to and promoted in the marketplace. Include marketing strategies for the first two years. d. Option 4 Sport Branding: Assume you have been hired to promote the brand for any (your choice) of the teams in the NBA Development League, Women s National Basketball Association, or Minor League Baseball. Building upon the team s current marketing efforts, develop a comprehensive marketing plan that will promote and expand the brand of that team and increase ticket sales by 20%, merchandise sales by 20%, and sponsorships by 20% within the next two years. e. Option 5 Plan: Assume your group is a sport marketing organization contracted by the University of Kansas (KU) to developed a comprehensive marketing plan to increase attendance at KU baseball or KU softball games. As baseline data, use actual attendance data including season ticket sales and student attendance for the past five years and evaluate the success or lack of success of marketing initiatives over the past five years for the selected team. Develop a comprehensive marketing plan that will increase ticket sales by 20% and student attendance by 20% in each of the next three years. f. Option 6 A group may choose to design a sport marketing project other than options a-e. The group must develop a one-page description of what is planned and the anticipated outcomes of the project. Collectively group members must discuss this project with the professor to receive prior approval before proceeding. Each group must develop a plan for completing its selected group project and submit it electronically to the professor no later than class time on February 5 along with names of group members and the selected option. Each group must write a fully developed paper (there is no maximum or minimum number of pages) and make a 15- to 20-minute oral presentation for a total of up to 200 points. A library guide ( has been developed to assist with locating resources for this group project. In the references section of the paper, please use American Psychological Association (APA) format. If you would like feedback on your draft paper, the group must submit this draft to the professor by April 30 4

5 and schedule a time to meet with the professor no later than May 3 to receive this feedback. The final paper is due in class on May 7. Each group project oral presentation will occur on May 7. Each person is expected to contribute approximately the same to the completion of the group project and oral presentation so each member receives the same grade. If, however, someone does not actively contribute, this person s grade will be lowered. The scoring rubric for the group project paper and the scoring rubric for the oral presentation are provided below: Paper ( ) Detailed plan for the group project must be submitted electronically by February 5 In-depth and thorough information provided in a well-designed and well-written paper that includes strong thesis statements in each paragraph, well-organized and logical arguments supported by facts, evidence, and examples, clear transition sentences between paragraphs, strong summary statements in each paragraph, and complete and accurate citations using APA format Final paper comprehensively included all of the requirements for the chosen project as listed on the syllabus Written in a clear and understandable manner appropriate for graduate students with few or no grammatical, punctuation, or spelling errors (80-119) Partial plan for the group project submitted electronically by February 5 Good information shared in an overall positive manner although lacks strong thesis statements in some paragraphs, some arguments are not supported by facts, evidence, and examples, some transition sentences between paragraphs are omitted, lacks strong summary statements in each paragraph, and some citations are incomplete and inaccurate Final report included most, but not all, of the requirements for the chosen project as listed in the syllabus In places the writing lacked clarity in the presentation of the information and contained several grammatical, punctuation, and spelling errors (0-79) Incomplete plan for the group project submitted after February 5 Minimal amount of information presented in a less than acceptable manner Final report included a brief overview with limited explanation of the importance of what was presented Organization of the paper was difficult to follow and lacked clarity and contained numerous grammatical, punctuation, and spelling errors Group Project Knowledge, Inquiry, and Understanding (up to 15 points) (up to 15 points) Use of visual aids Exemplary Performance The presentation demonstrated a depth of understanding about the topic by using relevant and accurate detail The presentation showed a level of thoroughness in the research and exceeded the content presented in class or in the assigned readings Each presenter effectively conveyed information and research findings to the class Each presenter responded knowledgeably to questions The presentation included appropriate and easily understood visual aids that 5 Acceptable Performance The presentation demonstrated a general understanding about the topic using mostly relevant and detail The presentation was somewhat general in content and relied too heavily on information presented in class and on assigned readings rather than new research Each presenter conveyed information more broadly than specifically about new research findings One presenter responded to most questions The presentation included limited visual information

6 (up to 15 points) Presentation skills (up to 15 points) each presenter used to enhance the effectiveness of the presentation Each presenter spoke clearly and loudly and used eye contact, lively tone, gestures, and body language to engage the class Presenters read or mostly read from PowerPoint slides or notes and failed to respond to questions thoroughly 4. Class attendance and participation Class attendance is a requirement. For every absence over one class (unless excused by the professor such as for sickness), your final grade will be lowered one-third of a letter grade (i.e., A to A- or B+ to B). If you miss three or more classes, you will receive an F in this course. Please be respectful of your classmates and professor by being on time for each class and staying for the entire class. 5. Examinations There will be a comprehensive final examination comprised of five out of eight essay questions to answer (worth 200 points). Grading: The grading scale is based on a total of 600 points (grades are not curved): A = points B+ = points C+ = points D+ = points A- = points B = points C = points D = points B- = points C- = points F = below 378 points Additional Information 1. Please place your name tent on your desk for each class so that the professor can more easily learn your name. Once all names are learned, you will no longer be required to display your name tent. 2. Cell phones and pagers must be turned off during class. No instant messaging is permitted during class. If you are using or holding your cell phone during class, it will be taken from you (and returned after class). Computers and tablets are permitted as long as they are used to facilitate your learning. 3. Please do not sit in the same seat during each class. Please do not sit beside the same classmates on a regular basis. In every class you will be asked to work with other students, so sitting in various seats will automatically change those with whom you work in small groups. 4. Students are expected to adhere to the highest standards of academic honesty, with academic integrity an expectation of this class. All student work, except the group project, must be completed individually. Plagiarism occurs when a student uses or purchases papers or reports written by someone else, including downloading from the Internet. It also occurs when a student utilizes the ideas of or information obtained from another person without giving credit to that person. Any time you quote from another person, you must give credit to this person by providing a complete citation for the source from which you quoted along with a page number. If plagiarism or another act of academic dishonesty, such as cheating on an examination, occurs, you will receive an F in this course. 5. The KU Office of Disability Resources coordinates accommodations and services for all students who are eligible. If you have a disability for which you wish to request accommodations and have not contacted the Office of Disability Resources, please do so as soon as possible. Its office is located in 22 Strong Hall; the phone number is (V/TTY). Information about its services can be found at Please also talk with me privately about your needs in this course. Course Outline Date Topics Assigned Readings Due Dates January 22 Introduction to Sport Fullerton, S., & Merz, G. R. (2008). The four domains of sports marketing: A conceptual framework. Sport Quarterly, 17, January 29 Research Dick, R. J., & Turner, B. A. (2007). Are fans and NBA marketing directors on the same page? A comparison of value of marketing techniques. Sport Quarterly, 16, 140-6

7 February 5 February 12 February 19 February 26 Market Segmentation Strategic Sport Management to the Sport Participant Sport Products Place and Distribution of Sports 146. Javalgi, R. G., Martin, C. L., & Young, R. B. (2006). research, market orientation and customer relationship management: A framework and implications for service providers. The Journal of Services, 20(1), O Cass, A., & Carlson, J. (2010). Examining the effects of website-induced flow in professional sporting team websites. Internet Research, 20, Adidas-Reebok Merger (2010). Retrieved from Koo, G., & Hardin, R. (2008). Difference in interrelationship between spectators motives and behavioral intentions based on emotional attachment. Sport Quarterly, 17, Ross, S. D. (2007). Segmenting sport fans using brand associations: A cluster analysis. Sport Quarterly, 16, Greenwell, T. C., Mahony, D. F., & Andrew, D. P. S. (2007). An examination of marketing resource allocation in NCAA Division I athletics. Sport Quarterly, 16, Javalgi, R. G., Whipple, T. W., Ghosh, A. K., & Young, R. B. (2005). Market orientation, strategic flexibility, and performance: Implications for services providers. The Journal of Services, 19, Dart, M. (2012). Sporting goods retailing: The new rules of the game. NSGA Retail Focus, 65(5), Williams, A. S., Pedersen, P. M., & Walsh, P. Brand associations in the fitness segment of the sports industry in the United States: Extending spectator sports branding conceptualisations and dimensions to participatory sports. International Journal of Sports and Sponsorship, 14, Fink, J. S., Trail, G. T., & Anderson, D. F. (2002). Environmental factors associated with spectator attendance and sport consumption behavior: Gender and team differences. Sport Quarterly, 11, Funk, D. C., & James, J. (2001). The psychological continuum model: A conceptual framework for understanding an individual s psychological connection to sport. Sport Management Review, 4, Lawrence, H. J., & Moberg, C. (2009). Luxury suites and team selling in professional sport. Team Performance Management, 15, Truitt, B. (2011). Growing your business using online NSGA Retail Focus, 64(6), Schneider, R. G., & Bradish, C. L. (2006). Location, location, location: The marketing of place and Super Bowl XL. Sport Quarterly, 15, Shank, M. D., & Beasley, F. M. (2001). What do sports fans 7 Paper #1 due

8 March 5 March 12 March 26 April 2 April 9 Pricing of Sports Sport Promotions Sport Licensing Sport Sponsorships Branding of Sports want in a new stadium: Results from Major League Baseball. Proceedings of the Academy Studies 6(2), Yoshida, M., & James, J. D. (2010). Customer satisfaction with game and service experiences: Antecedents and consequences. Journal of Sport Management, 24, Coates, D., & Humphreys, B. R. (2007). Ticket prices, concessions and attendance at professional sporting events. International Journal of Sport Finance, 2(3), Drayer, J., Shapiro, S. L., & Lee, S. (2012). Dynamic ticket pricing in sport: An agenda for research and practice. Sport Quarterly, 21, Howard, D. R., & Crompton, J. L. (2004). Tactics used by sports organizations in the United States to increase ticket sales. Managing Leisure, 9, Boyd, T. C., & Krehbiel, T. C. (2006). An analysis of the effects of specific promotion types on attendance at Major League Baseball games. Mid-American Journal of Business, 21(2), Mascarenhas, O. A., Kesavan, R., & Bernacchi, M. (2006). Lasting customer loyalty: A total customer experience approach. The Journal of Consumer, 23, O Reilly, N., Lyberger, M., McCarthy, L., Seguin, B., & Nadeau, J. (2008). Mega-special-event promotions and intent to purchase: A longitudinal analysis of the Super Bowl. Journal of Sport Management, 22, Baubauer, D. (2005). Legal responses to the challenges of sports patents. Harvard Journal of Law and Technology, 18, Kwon, H. H., & Armstrong, K. L. (2006). Impulse purchases of sport team licensed merchandise: What matters. Journal of Sport Management, 20, Moorman, A. M., & Hambrick, M. E. (2009). To license or not to license: That is the question for professional sport leagues and the NCAA. Sport Quarterly, 18, Dees, W. (2011). New media and technology use in corporate sport sponsorship: Performing activational leverage from an exchange perspective. International Journal of Sport Management and, 10(3/4), Farrelly, F. Quester, P., & Greyser, S. A. (2005). Defending the co-branding benefits of sponsorship B2B partnerships: The case of ambush Journal of Advertising Research, 45, Lachowetz, T., McDonald, M., Sutton, W. A., & Hedrick, D. C. (2003). Corporate sales activities and the retention of sponsors in the National Basketball Association (NBA). Sport Quarterly, 12, Apostolopoulou, A. (2002). Brand extensions by U.S. professional sport teams: Motivations and keys to success. Sport Quarterly, 11, Paper #2 due Paper #3 due 8

9 April 16 April 23 April 30 May 7 May 14 Sport Venue and Event Public Relations, Media Relations, and Customer Relations in Sports Global Sport Gladden, J. M., & Funk, D. C. (2001). Understanding brand loyalty in professional sport: Examining the link between brand associations and brand loyalty. International Journal of Sports and Sponsorship, 3(1), Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of, 57(1), Walsh, P., & Ross, S. D. (2010). Examining brand extensions and their potential to dilute team brand associations. Sport Quarterly, 19, McKelvey, S., & Grady, J. (2008). Sponsorship program protection strategies for special sport events: Are event organizers outmaneuvering ambush marketers? Journal of Sport Management, 22, Osborne, B., & Batista, P. J. (2012). Time out! Federal court decision clarifies ownership of broadcast rights in high school sports events. Sport Quarterly, 21, Titlebaum, P., & Lawrence, H. (2010). Perceived motivations for corporate suite ownership in the big four leagues. Sport Quarterly, 19, Bee, C. C., & Kahie, L. R. (2006). Relationship marketing in sports: A functional approach. Sport Quarterly, 15, Covell, D. (2008). The Lowell Spinners and the Yankee Elimination Project: A case study consideration of linking community relations and sponsorship. Sport Quarterly, 17, Pharr, J. R., & Lough, N. L. (2012). Differentiation of social marketing and cause-related marketing in US professional sport. Sport Quarterly, 21, Wallace, L., Wilson, J., & Miloch, K. (2011). Sporting Facebook: A content analysis of NCAA organizational sport pages and Big 12 Conference athletic department pages. International Journal of Sport, 4, Changing the game: Outlook for the global sports market in December ( pp Goss, B. D. (2009). Taking the ballgame out to the world: An analysis of the world baseball classic as a global branding promotional strategy for Major League Baseball. Journal of Sport Administration and Supervision, 1(1), Kaplan, S., & Langdon, S. (2012). Chinese fandom and potential marketing strategies for expanding the market for American professional sports into China. International Journal of Sports and Sponsorship, 14, Group project due Presentations of group projects Final Examination Paper #4 due 9