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Online · School of Business · Sport Management

Sport Marketing and Public Relations
SMGT-502

  • CG
  • Section 8WK
  • 11/08/2019 to 04/16/2020
  • Modified 01/13/2020

Course Description

This course is an examination of the principles of marketing, promotion, sponsorship, public relations and consumer behavior as they apply to the sport industry. 

Requisites

Prerequisites

None

Rationale

Possibly the greatest challenge facing sport marketers today is trying to keep pace with the ever-changing, fast paced environment of the sports world. An overview of the elements of the marketing mix and their unique applications to the sport industry will be explored. The complex and diverse nature of marketing and public relations will be developed from a strategic sport marketing perspective.

Measurable Learning Outcomes

Upon successful completion of this course, the student will be able to:

  1. Recognize the impact of sport marketing and promotion practices.
  2. Analyze factors that include sport marketing principles such as sponsorship, promotions, and licensing options within a sport marketing career.
  3. Critically analyze how sport marketing and promotions can successfully utilize the media to aid in achieving organizational objectives as displayed by successful completion of objective tests.
  4. Design a survey for acquiring significant demographic and psychographic information to successfully target populations for product development, sales, and organizational success, accomplished by analyzing sport market survey research and completing a survey in the marketing plan.
  5. Understand the importance and applications of sport marketing and promotions as it relates to organizational goals and personal success, accomplished by critically reviewing the sport marketing research literature and the completion of the sport marketing plan and PowerPoint presentation.

Course Resources

Required Resource Purchases

Pitts, B. G., & Stotlar, D. K. (2013). Fundamentals of sport marketing (4th ed.). : Fitness Information Technology. ISBN: 9781935412403.

An 8-week subscription to the SportsBusiness Journal, available only through MBS Direct.

Disclaimer: The above resources provide information consistent with the latest research regarding the subject area. Liberty University does not necessarily endorse specific personal, religious, philosophical, or political positions found in these resources.

Additional Materials for Learning

  1. Computer with basic audio/video output equipment
  2. Internet access (broadband recommended)
  3. Blackboard recommended browsers
  4. Microsoft Office

Course Assignments

Textbook readings and video lecture presentations/notes.

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in Module/Week 1.

Discussion Board Forums (4)

Discussion Boards are collaborative learning experiences; therefore, 4 discussions will be posted in order to generate interaction among students in regard to relevant current course topics. The student will submit the thread in one module/week and the replies in the next module/week. Current and archived issues of the national sports publication SportsBusiness Journal will be used as the basis for research and discussion.

Marketing Plan

The student will complete the Marketing Plan in 8 separate parts; this will involve marketing a sport product or idea in hands-on, real-world sport marketing and public relations related projects.

Preliminary Research

The student will locate 7 articles related to possible marketing plan topics and then list each of the 7 articles in current APA format.

Sport Market Segmentation

The student will choose a topic for his/her Marketing plan and provide a 150-word statement explaining why the topic was chosen.

Marketing Mix

The student will provide a 150-word explanation on why the topic fits into the recommended market segment.

Pricing Objectives

The student will apply the 4 P’s of marketing to the sport product or service selected for the Marketing Plan.

Promotion Objectives

The student will establish his/her promotion objectives for the sport product or service selected for the Marketing Plan.

Media Relations

The student will create a press release for the sport product or service selected for the Marketing Plan.

Social Media

The student will describe an Internet/social media promotion plan by justifying his/her approach and explaining how this approach is integrated with his/her Marketing mix, how it successfully reaches the target market, and why it is a good fit for the product.

Final Marketing Plan

The student will create a 10–12-page executive summary of his/her overall marketing plan. A minimum of 10 sources must be included.

Quizzes (8)

The student will complete 8 open-book/open-note quizzes with 10 multiple-choice and true/false questions.

Course Grading

Course Requirements Checklist

10

Discussion Board Forums

Threads (4 at 25 pts ea)

100

Replies (4 at 25 pts ea)

100

Marketing Plan

Preliminary Research

50

Sport Market Segmentation

50

Marketing Mix

50

Pricing Objectives

50

Promotion Objectives

50

Media Relations

50

Social Media

50

Final Marketing Plan

50

Quizzes (8 at 50 pts ea)

400

Total

1010

Policies

Late Assignment Policy

Course Assignments, including discussion boards, exams, and other graded assignments, should be submitted on time.

If the student is unable to complete an assignment on time, then he or she must contact the instructor immediately by email.

Assignments that are submitted after the due date without prior approval from the instructor will receive the following deductions:

  1. Late assignments submitted within one week after the due date will receive up to a 10% deduction.
  2. Assignments submitted more than one week and less than 2 weeks late will receive up to a 20% deduction.
  3. Assignments submitted two weeks late or after the final date of the course will not be accepted outside of special circumstances (e.g. death in the family, significant personal health issues), which will be reviewed on a case-by-case basis by the instructor.
  4. Group projects, including group discussion board threads and/or replies, and assignments will not be accepted after the due date outside of special circumstances (e.g. death in the family, significant personal health issues), which will be reviewed on a case-by-case basis by the instructor.

Disability Assistance

Students with a disability and those with medical conditions associated with pregnancy may contact Liberty University’s Online Office of Disability Accommodation Support (ODAS) at [email protected] for accommodations.  Such accommodations require appropriate documentation of your condition.   For more information about ODAS and the accommodations process, including how to request an accommodation, please visit https://www.liberty.edu/online/online-disability-accommodation-support/. Requests for accommodations not related to disabilities or pregnancy must be directed to the Registrar’s Office, which generally handles medical needs support.

If you have a complaint related to disability discrimination or an accommodation that was not provided, you may contact ODAS or the Office of Equity and Compliance by phone at (434) 592-4999 or by email at [email protected].  Click to see a full copy of Liberty’s Discrimination, Harassment, and Sexual Misconduct Policy or the Student Disability Grievance Policy and Procedures.

Course Attendance

In an effort to comply with U.S. Department of Education policies, attendance is measured by physical class attendance or any submission of a required assignment within the enrollment dates of the course (such as examinations, written papers or projects, any discussion board posts, etc.) or initiating any communication with one’s professor regarding an academic subject. More information regarding the attendance policy can be found in the Academic Course Catalogs. Regular attendance in online courses is expected throughout the length of the term. Students who do not attend within the first week of a sub-term by submitting a required academic assignment (such as the Course Requirements Checklist, an examination, written paper or project, discussion board post, or other academic activity) will be dropped from the course. Students who wish to re-engage in the course are encouraged to contact Academic Advising to discuss their enrollment options. Students who begin an online course, but at some point in the semester cease attending, and do not provide official notification to withdraw, will be assigned a grade of “FN” (Failure for Non-Attendance). Students wishing to withdraw from courses after the official start date should familiarize themselves with the withdrawal policy.

Grading Scale

A- B+ B B- C+ C C- D+ D D- F
940-1010 920-939 900-919 860-899 840-859 820-839 780-819 760-779 740-759 700-739 680-699 679 and below

For courses with a Pass/NP final grade, please refer to the Course Grading section of this syllabus for the assignment requirements and/or point value required to earn a Passing final grade.

Add/Drop Policy

The full policy statement and procedures are published in the Policy Directory.

Honor Code

Liberty University comprises a network of students, Alumni, faculty, staff and supporters that together form a Christian community based upon the truth of the Bible. This truth defines our foundational principles, from our Doctrinal Statement to the Code of Honor. These principles irrevocably align Liberty University’s operational procedures with the long tradition of university culture, which remains distinctively Christian, designed to preserve and advance truth. Our desire is to create a safe, comfortable environment within our community of learning, and we extend our academic and spiritual resources to all of our students with the goal of fostering academic maturity, spiritual growth and character development.

Communities are predicated on shared values and goals. The Code of Honor, an expression of the values from which our Doctrinal Statement was born, defines the fundamental principles by which our community exists. At the core of this code lie two essential concepts: a belief in the significance of all individuals, and a reliance on the existence of objective truth.

While we acknowledge that some may disagree with various elements of the Code of Honor, we maintain the expectation that our students will commit to respect and uphold the Code while enrolled at Liberty University.

Adherence to the principles and concepts established within facilitates the success of our students and strengthens the Liberty community.

The Code of Honor can be viewed in its entirety at http://www.liberty.edu/index.cfm?PID=19155.

Schedule

SMGT 502

Textbook: Pitts & Stotlar, Fundamentals of Sport Marketing (2013).

Module/ Week

Reading & Study

Assignments

Points

1

Pitts & Stotlar: ch. 4

1 presentation

Course Requirements Checklist

Introduction/Welcome DB

DB Forum 1 Thread

Marketing Plan: Preliminary Research

Quiz 1

10

0

25

50

50

2

Pitts & Stotlar: ch. 5

1 presentation

DB Forum 1 Reply

Marketing Plan: Sport Market Segmentation

Quiz 2

25

50

50

3

Pitts & Stotlar: chs. 7, 9, 11

2 presentations

DB Forum 2 Thread

Marketing Plan: Marketing Mix

Quiz 3

Quiz 4

25

50

50

50

4

Review Pitts & Stotlar: ch. 11

1 presentation

DB Forum 2 Reply

Marketing Plan: Pricing Objectives

Quiz 5

25

50

50

5

Pitts & Stotlar: ch. 12

1 presentation

DB Forum 3 Thread

Marketing Plan: Promotion Objectives

Quiz 6

25

50

50

6

Pitts & Stotlar: ch. 13

1 presentation

DB Forum 3 Reply

Marketing Plan: Media Relations

Quiz 7

25

50

50

7

Pitts & Stotlar: ch. 15

1 presentation

DB Forum 4 Thread

Marketing Plan: Social Media

Quiz 8

25

50

50

8

None

DB Forum 4 Reply

Marketing Plan: Final Marketing Plan

25

50

Total

1010

DB = Discussion Board

NOTE: Each course week begins on Monday morning at 12:00 a.m. (ET) and ends on Sunday night at 11:59 p.m. (ET). The final week ends at 11:59 p.m. (ET) on Friday.