KIN 540 SPORT PROMOTIONS Monday 6:30-9:15 P.M. 137 Davies Spring 2013 Instructor: Office: Phone: Office Hours: Email: I.

Dr. Taeho Yoh Davies 110 453-3120 1:30-3:00 Tuesday 4:30-6:30 Wednesday 4:00-6:30 Thursday [email protected]

Course Description

This course will examine the application of basic principles of promotions to the sport industry. Emphasis is on critical analysis in sport promotion theories as they apply specifically to the sport event. Topics will include: the unique nature of promotions, sport spectator behaviors, and sport promotion strategy. II.

Required Textbook and other Reading Required 1. Pitts, B.G., & Stotlar, D.K. (2001). Fundamentals of Sport Promotions (2nd ed.). Morgantown, VA: Fitness Information Technology, Inc.

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Course Objectives

This course is designed to provide students with an understanding of the concept of sport promotion and the role it plays in effectively managing a sport entity. Upon completion of this course, students should be able to: 1. Define and apply key promotion concepts and strategies to amateur or professional sport contexts. 2. Demonstrate key spectator behavior concepts and their implications for sport behavior and sport marketing. 3. Access and interpret secondary data sources essential to understanding the sport industry and its consumers. 4. Analyze sport promotion cases to apply to specific problems found in the sport industry. 5. Integrate sport promotion concepts to develop a comprehensive promotion plan.

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Instructional Formal To achieve the course objectives, the lesson format will include (but not limited to) the following: Lecture, Discussion, Case Analyses, and Presentations.

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Class Assignments and Grading Students are to read materials and be prepared to discuss them in class. All assigned cases are to be prepared prior to class.

Assignment

Points

Percentage

Exam I Exam II Exam III Sport Promotion Plan (Final Project) Sponsorship analyses Research Analysis

25 pts. 25 pts. 25 pts 10 pts

20% 20% 20% 20%

10 pts 5 pts

10% 5%

Total

100pts.

100%

A B C D F

90-100 pts. 80-89 pts. 70-79 pts. 60-69 pts. Below 60

90%-100% 80%-89% 70%-79% 60%-69%

VI. Sport Promotion Plan (Final Project) Students in 1-3 person teams will be required to develop a comprehensive sport promotion plan. Each team will prepare an original promotion plan for a sporting event. You must treat this as if you are actually going to present the plan to the organization’s management staff. Every aspect of the plan must be as realistic as possible. You must research thoroughly and present data where applicable throughout the paper. The topic will be assigned by the instructor.

Outline to follow for the Sport Promotion Plan The plan must include but is not limited to the following: 1. Title Page 2. Table of Contents 3. A list of Exhibits

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4. Description of Event ● Include a mission statement 5. Logo 6. Financial Analysis ● Include all costs 7. Positioning the Product 8. Sport Industry Analysis ● Description of sport segment ● Competitive analysis 9. Consumer Analysis ● Target consumer or market ● Consumer and market demographics 10. Promotion Objectives ● Three year plan 11. Promotions ● Promotional strategies (advertising materials, sponsorship package) 12. Bibliography

VI.

Sport Promotions Reading List

Armstrong, K. L. (1998). Ten strategies to employ when marketing sport to Black consumers, Sport Marketing Quarterly, 7(3), 11-18.

DeSchriver, T. D. (1999). Factors affecting spectator attendance at NCAA Division II football contests. International Sports Journal, 3(2), 55-65. Hansen, H., & Gauthier, R. (1989). Factors affecting attendance at professional sport events. Journal of Sport Management, 3, 15-32.

MaCarville, R. & Copeland, R. (1994). Understanding sports sponsorship through exchange theory. Journal of Sport Management, 8, 102-114. McDonald, M. A., & Milne, G. R. (1999). Sport marketing: Managing the exchange Process. Jones and Bartlett Publishers, Inc. McDonald, M. A., & Milne, G. R. (1997). A conceptual framework for evaluating marketing relationships in professional sport franchises. Sport Marketing Quarterly, 6(2), 27-32. Murrell, A. J., & Dietz, B. (1992). Fan support of sport teams: The effects of a common group identity. Journal of Sport & Exercise Psychology, 14, 28-39. Pitts, B. G., & Stotlar, D. K. (1996). Fundamentals of sport marketing. Morgantown, WW: Fitness Information Technology, Inc.

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Pitts, B.G., Flielding, L.W., & Miller, L.K. (1994). Industry segmentation theory and the sport industry: Developing a sport industry segment model. Sport Marketing Quarterly, 3 (1), 15-24. Shank, M. D. (2002). Sport Marketing (2nd Ed.), Upper Saddle River, NJ: Pearson Education. Spoelstra, J. (1997). Ice to the Eskimos, New York, NY: Harper Collins. Stotlar, D. K. (2000). Developing successful sport sponsorship plans. Morgantown, WV: Fitness Information Technology, Inc.

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.

Session Session 1

Date Jan. 17

Topic

Chapter

Introduction Sport Business Industry. Growth and Development of the Sport Industry

Chapter 1, 2

Session 2

Jan. 24

Nature of the Sport promotion

Chapter 3

Session 3

Jan. 31

Sport promotion Theory Sport promotion Model Developing a promotion Plan

Chapter 4

Session 4

Feb. 7

Consumer Behavior Sponsorship analysis 1 due

Session 5

Feb. 14

Exam I

Session 6

Feb. 21

Sport promotion Research Sport promotion Segmentation Consumer analysis due

Chapter 5, 6, 7, 8

Session 7

Feb. 28

The Product in the Sport Industry

Chapter 9

Session 8

March 7

Pricing for the Sport Industry

Chapter 10

Session 9

March 21

Distribution in the Sport Industry Sponsorship

Chapter 11

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Session 10

March 28

Exam II

Session 11

April 4

Promotional Strategies in the Sport Industry

Session 12

April 18

Promotional Strategies in the Sport Industry Sponsorship analysis 2

Session 13

April 19

Public relations, Future of sport promotion

Session 14

April 25

Guest speaker

Session 15

May 2

Promotion Plan Presentations, Final Project Due

Session 15

May 9

Final Exam

Chapter 12

Chapter 16

Emergency Procedures. Southern Illinois University Carbondale is committed to providing a safe and healthy environment for study and work. Because some health and safety circumstances are beyond our control, we ask that you become familiar with the SIUC Emergency Response Plan and Building Emergency Response Team (BERT) program. Emergency response information is available on posters in buildings on campus, available on BERT’s website at www.bert.siu.edu, Department of Safety’s website www.dps.siu.edu (disaster drop down) and in Emergency Response Guidelines pamphlet. Know how to respond to each type of emergency. Instructors will provide guidance and direction to students in the classroom in the event of an emergency affecting your location. It is important that you follow these instructions and stay with your instructor during an evacuation or sheltering emergency. The Building Emergency Response Team will provide assistance to your instructor in evacuating the building or sheltering within the facility.

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