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UNIVERSITY OF CENTRAL FLORIDA SPM 5308-0M01

Spring 2012 Marketing and Promoting Sports and Fitness Programs

(Note: This course syllabus is subject to revision by the instructor, as necessary during the semester)

Instructor: Edward (Ted) Kian, Ph.D. Course Reference #: 20936 Email: edward.kian@ucf.edu Contact Number: (407) 823-4631 (W) Class Meeting Times: Tu. 6:00-8:50 p.m. (4 times) Emergency Cell #: (407) 927-5403 Class Location: ENGR 427 Office Location: Educ. Complex Room 122A Credit: 3 hours Office Hours: 12:15-4:15 Tu; 12:30-1:30 Th

COURSE DESCRIPTION: Marketing and Promoting Sports and Fitness Programs introduces students to all aspects

of sport marketing, including planning, organizing, marketing, promoting, evaluating and conducting sport events. Students will learn how to apply basic marketing principles to real-world sport settings through a group project.

PREREQUISITES: Students must have graduate-level standing to enroll in this course. No other

prerequisites are required. OBJECTIVES: After completing this course students will be able to:

Identify and explain the 5 Ps of the marketing mix.

Distinguish between the primary segments of the sport industry.

Identify, comprehend, and apply key marketing concepts and their application to the managed sport industry.

Distinguish between the marketing of sport from marketing other products.

Comprehend consumer behavior concepts and how this impacts sport marketing. REQUIRED TEXT: Mullin, B. J., Hardy, S., & Sutton, W. A. (2007). Sport marketing (3nd ed.). Champaign, IL: Human Kinetics. ISBN: 0736060529 RECOMMENDED READINGS:

Armstrong, K. L. & Stratta, T. M. (2004). Market analyses of race and sport consumption. Sport Marketing Quarterly, 13(1), 7-16. Irwin, R. L., Sutton, W. A., & McCarthy, L. M. (2008). Sport promotion and sales Management (2nd ed.). Champaign, IL: Human Kinetics. McDonald, M. A. & Milne, G. R. (1999). Cases in sport marketing. Boston: Jones & Bartlett. Milne, G. R., & McDonald, M. A. (1999). Sport marketing: Managing the exchange process. Sudbury, MA: Jones & Bartlett.

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Pitts, B. G., & Stotlar, D. K. (2007). Fundamentals of sport marketing (3rd ed.). Morgantown, WV: Fitness Information Technology.

Shank, M. D. (2005). Sport marketing (3rd ed.). Upper Saddle River, NJ: Pearson Education. Shropshire, K. (1995). Sports franchise game: Cities in pursuit of sports franchises, events, stadiums and arenas. Philadelphia, PA: University of Pennsylvania Press. Stotlar, D. K. (2009). Developing successful sport sponsorship plans (3rd ed.). Morgantown, WV: Fitness Information Technology. Sutton, W. A.., McDonald, M. A.., Milne, G. R., & Cimperman, J. (1997). Creating and fostering fan identification in professional sports. Sport Marketing Quarterly, 6(1), 15-22. ADDITIONAL MATERIALS: Additional readings may be added to the calendar throughout the semester. Handouts will be presented to support course discussion areas during the term. All students are expected to have active UCF e-mail accounts and Web- CT accounts, and should be

prepared to communicate with the professor using this technology. Students should regularly check the course website for class updates/assignments. The professor will often make Power Points available each week for students to print out. THOSE POWER POINTS ARE THE PROFESSOR’s INTELLECTUAL PROPERTY AND ARE NOT TO BE DISSEMINATED TO ANY THIRD PARTIES OUTSIDES OF THIS CLASS.

CLASS ATTENDANCE: Faculty members are expected to check attendance in all classes. There is an

expectation that the instructor will make some allowance for absence due to illness, by trips for the university, or authorized field trips. However, it is the responsibility of the student to initiate the arrangement of make-up work for an excused absence.

CLASS PARTICIPATION: Each student is expected to participate professionally in class discussion. This

includes not only verbalizing the student’s own thoughts but also providing other students the courtesy of listening to their contributions, while also taking good notes and asking constructive questions.

GROUP ACTIVITIES: In addition to the class participation, group activities will be assigned throughout the

semester. Some of these activities are on the syllabus. Others will be unannounced. TEACHING STRATEGIES: Various methods shall be incorporated into the course information delivery. These will

include lectures and discussion, researched presentations of projects and assignments, group activities, videos and movies, as well as enhanced use of audio/visual aids, and computer technology (specifically the Internet).

DISCUSSION POSTS: In four weeks, a discussion board topic corresponding to that week’s lecture notes will be

posted and each student is required to post at least once under each topic. Moreover, students must link, and/or cut and paste at least one relevant article for at least two different discussion board posts. This article could come from newspapers, magazines, journals, credible Internet journalism sources, etc. In addition, a general discussion board will be available for posting and comments all semester. Students will be evaluated individually based on the quality, originality, and frequency of their posts.

EXAMS: Two examinations will be given on the assigned dates listed on the calendar. Each exam

will consist of true/false, matching, multiple choice, and short answer questions. Students who will not be able to attend class on the set exam dates due to excused absences must inform the instructor at least two class sessions before the exam date to set a date

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to take the exam early. Make-up exams for students who miss the exam without advanced warning will only be given to students with documented, excused absences. A brief exam review will be posted online.

SPORT EXPERIENCE AUDIT: Students will attend a professional or major college sporting event as a spectator. Students will evaluate the game from the perspective of a fan and as a manager in a 2- page paper. Possible areas to discus could be what marketing strategies (if any) were apparent. What was good about the experience? What could be improved, etc.? GROUP PROJECT: Students will work in pairs or groups to complete a marketing project that entails

various elements of the marketing mix. Projects will be graded using the same criteria regardless if they were completed by one individual or two. Groups must have their topic approved by the instructor. This project will be discussed more extensively over the semester. However, all groups will submit a written project proposal and plan, a project log and any finished products.

GROUP PRESENTATIONS: Students will discuss their class projects and specific experiences garnered from this

project during a 10-15 minute PP presentation in front of the class. Afterward, they will answer questions from the audience and professor. Students should bring their PP presentation on a flash drive or floppy disk, and also e-mail those presentations to their own addresses. Students’ inability to open their PP presentations will result in a minimum of 30% reduction from their presentation scores. Formal dress is not required; semi-formal is expected, though.

GRADING: Attendance 5 points Group Activities/Participation 5 points Discussion Board Posts 20 points Exam #1 50 points Percentile grading scale that will be used for this class: Exam #2 50 points A = 92.5-100 B- = 80.5-83.4 D+ = 68.5-71.4 Group Project 50 points A- = 89.5-92.4 C+ = 77.5-80.4 D = 65.5-68.4 Group Project Presentation 15 points B+ = 86.5-89.4 C = 74.5-77.4 D- = 62.5-65.4 Sport Experience Audit 15 points B = 83.5-86.4 C- = 71.5-74.4 F = Below 62.4 ASSIGNMENTS TURNED IN LATE WILL NOT BE TOLERATED. If not completed by their assigned date, all

assignments will be given a score of 0 unless the instructor has individually approved a late assignment prior to its due date or an absence is excused due to extenuating circumstances.

GRADING POLICY: All grades will be rounded up that fall .5 or higher. For example, if your overall average is

92.50%, then you will receive a grade of A. However, if your overall average is 92.49%, you will earn a grade of A-. No exceptions will be made to this scale. Extra credit will only be offered to students who attend class regularly and have made a strong effort but still have an average of D or lower more than 2/3 into the semester.

ACADEMIC HONESTY: Plagiarism and Cheating of any kind on an examination, quiz, or assignment will result at least in an "F" for that assignment (and may, depending on the severity of the case, lead to an "F" for the entire course) and may be subject to appropriate referral to the Office of Student Conduct for further action. See the UCF Golden Rule for further information.

DISABILITY STATEMENT: The University of Central Florida is committed to providing reasonable accommodations for all persons with disabilities. Students with disabilities who need accommodations in this course must contact the professor at the beginning of the semester to discuss needed accommodations. No accommodations will be provided until the student has met with the professor to request accommodations. Students who need accommodations must be registered with Student Disability Services, Student Resource Center Room 132,

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phone (407) 823-2371, TTY/TDD only phone (407) 823-2116, before requesting accommodations from the professor.

SEXUAL HARRASMENT: Sexual harassment, a form of sex discrimination, is defined as unwelcome sexual advances, requests for sexual favors, or verbal or physical conduct of a sexual nature when: Submission to such conduct is made either explicitly or implicitly a term or condition of an individual's employment or enrollment; Submission to or rejection of such conduct by an individual is used as the basis for employment or enrollment decisions affecting such individual; or Such conduct has the purpose or effect of substantially interfering with an individual's work performance or enrollment, or creating an intimidating, hostile, or offensive working or academic environment. Sexual harassment is strictly prohibited. Occurrences will be dealt with in accordance with the guidelines above and university rules. Employees, students, or applicants for employment or admission may obtain further information on this policy, including grievance procedures, from the Equity Coordinator. The Director of the Office of Equal Opportunity and Affirmative Action Programs is the campus Equity Coordinator responsible for concerns in all areas of discrimination. The office is located on the main campus, in Millican Hall 330, Orlando, FL 32816-0030. The phone number is 407-UCF-1EEO. Policies and guidelines are available online at http://pegasus.cc.ucf.edu/~eeo/.

SUBJECT AREAS AND SELECTED ASSIGNMENTS (This is a tentative schedule that is subject to change)

DATE CLASS ASSIGNMENTS

January 10, 2012 MEET IN CLASS; Greetings/Syllabus; Course Introduction; Participation Points

Purchase Books; Read Ch. 1 (for next week’s PPs)

January 17, 2012 Lecture #1: Introduction to Sport Marketing; Lecture #2: What is Sport Marketing?; First Discussion Board Posts on Future Growth in the Sport Industry Due by January 17 at 11:59 p.m.

Read Ch. 2 (for next week’s PPs)

January 24, 2012 Lecture #3: Developing a Sport Marketing Plan 1; Lecture #4: Developing a Sport Marketing Plan II

Read Ch. 5 and Ch. 6 (for next week’s PPs)

January 31, 2012 Lecture #5: Sport Marketing Research; Lecture #6: Market Segmentation; Second Discussion Board Posts on Market Segmentation in Sport Due by January 31 at 11:59 p.m.

Read Ch. 7 (for next week’s PPs)

February 7, 2012 Lecture #7: Into to the Marketing Mix; Lecture #8: Product in the Sport Industry

Read Ch. 10 and Ch. 14 (for next week’s PPs)

February 14, 2012 Lecture #9: Pricing; Exam Review Submitted Via E-mail and Web-CT Study for Exam

February 21, 2012 MEET IN CLASS; EXAM #1 (taken in class); Discuss Group Projects; Group Activity; Group Project Assignments Must Be Finalized and Approved before Leaving

Read Ch. 11 and Ch. 16 (for next week’s PPs)

February 28, 2012 Lecture #10: Promotion; Lecture #11: Public Relations

March 5, 2012 NO CLASS: Spring Break Work on Group Projects

March 12, 2012 Lecture #12: Media Relations in Sport; Third Discussion Board Posts on Best and Worst Promotion and/or Media Relation Strategies in Sport Due by March 12 at 11:59 p.m.

Read Ch. 3 and Ch. 4 (for next week’s PPs); Work on Group Projects

March 19, 2012 Lecture #13: Sport Consumer Behavior; Group Activity: Lecture #14: The Athlete as a Celebrity; Fourth Discussion Board Posts on Personal Sport Consumption and the Influence of Celebrities in Sport Due by March 19 at 11:59 p.m.

Read Ch. 13 (for next week’s PPs); Work on Group Projects

March 26, 2012 Lecture #15: Endorsements and Sponsorships; Lecture #16: How to Achieve Funding, Sponsorship, and Profitability

Work on Group Projects

April 3, 2012 MEET IN CLASS FOR MARKETING PROJECT PRESENTATIONS Study for Exam

April 10, 2012 Exam Review Submitted Electronically and Via Web-CT Study for Exam

April 17, 2012 MEET IN CLASS; SPORT EXPERIENCE AUDITS DUE (as Word attachments via e-mail; Do not print out and bring to me); EXAM #2 (taken in class)