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The focus of this course is to provide an industry framework to understand the market dynamics, trends, structure, delivery systems, consumer preferences and marketing and promotional strategies that shape and drive the industry. The course will also cover how businesses who do not develop and package sports as a core product leverage "market-based assets" such as paid endorsers, strategic partnerships and event sponsorship properties to advance distinct marketing objectives and build brand awareness. Furthermore, the course will provide students with exposure to leading sports marketing practitioners who will bring tangible, real world experience into the classroom to support lectures. In addition, students will engage in an experiential, real world class project to apply sports marketing techniques and learning gleaned in the classroom.
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