MARKETING 695/495 SPECIAL TOPICS IN MARKETING Prerequisite: Marketing 500, permission of instructor |
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FALL 1999 Dr. David Horne OBJECTIVE: Marketing 695/495 will be devoted to the special area of Sports/Events Marketing. Sports as a subject matter is very ancient and its marketing can be traced to even its earliest days. However, as an integral portion of contemporary society, successful sporting events or seasons generally require professional marketing efforts. Utilizing the principles of strategy, marketing principles, buyer behavior, and other relevant disciplines, together we will use case studies, class discussions, and class projects to enhance our collective expertise in this important field of study. TEXT CasePacket: Available in Campus Bookstore
under Marketing 695 GRADING CRITERIA
CLASS PARTICIPATION
SPORTS COLUMNS Understanding the mechanics of sports is not enough to become successful in the modern competitive arena. Anyone with a professional interest in sporting events also has an opinion of the general or specific state of affairs in particular or universal sports phenomena. Each member of the class will have the opportunity to share that opinion on a bi-weekly basis. These columns should literally look like columns and be in the 500 to 700 word range. The topic of each column will be strictly a matter of personal choice. Each column will be evaluated on the basis of creativity, relevance to the issues of sports and sports marketing, and reader enjoyment. The whole idea behind these "sports columns" is to get each student to really think about the critical issues that confront the sports management personnel as they make their plans for daily, seasonal, and special events. In modern society sports has a unique position. However, thinking and then writing in a more analytic fashion of the industry as a whole will allow each student to put themselves in a more objective perspective. Each column is due at the beginning of the class. Any student unable to attend class on the night a "Sports Column" is due will be expected to FAX or e-mail their work by class time on the same evening. GROUP PROJECT EVENT MARKETING/MANAGEMENT This class in "Sports/Event Marketing" will require that each student be an active participant in the actual administration of a charity-based sporting event. The goal for each event is to donate at least $1500 to the chosen worthy cause. The magnitude of the work involved to actually create, design, execute, evaluate, and share the results of a single "Sports Marketing " endeavor necessitates that students work in groups. There will be four groups each having four or five members. The time constraints of the semester require that groups work well together almost immediately. I expect each group member to do an equivalent portion of the overall effort. Concerns from other group members about any one member’s over or under participation will be swiftly investigated and remedied. There will be peer evaluations at week 4, week 8, and week 12. Essentially each group is to do the following: Identify a local (Los Angeles) worthy cause Devise a sports-based event suitable to the cause and the instructor Prepare a marketing plan for the event, including budget Identify and secure principal and secondary sponsors/underwriters Secure local media attention and cooperation Attract participants Record Event Share Progress Reports and Final Results with class Maintain a weekly log of activities Give Proceeds to Worthy Cause Give Report of how to repeat the process to the Worthy Cause and Instructor
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FALL 1999 CLASS PERFORMANCE
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