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This course explores the complex and diverse nature of sports marketing. It applies fundamental marketing concepts to the sports industry, including the marketing mix, consumer behavior, marketing research, segmentation analysis, and assessment of marketing programs specific to sports. Guidelines for the formulation of marketing goals and strategies will be included. Trends, issues, and problems influencing the industry will also be examined.

Course Objectives:

  • Identify opportunities in the various niches in the sports industry
  • Be exposed to many different jobs within the industry
  • Understand the structure of leagues and players unions and how they affect the industry
  • Understand the use of licensing in the sports industry
  • Learn how to develop a sports product
  • Learn how advertising affects both sports and non-sports companies

Course Number: BUSA-40885
Credit: 3.00 unit(s)