Below is the syllabus for SPM 320-Sport Marketing and Promotions, detailing all course assignments and requirements. Click here for a printable version.
MEDAILLE COLLEGE
18 Agassiz Circle
Buffalo, New York 14214
SYLLABUS
| COURSE NUMBER: | SPM 320 (CRN 20241-8:00am, CRN 20240-1:40pm) | |
| COURSE TITLE: | Sport Marketing & Promotions | |
| SECTION: | 01 (10:20am), 02 (11:30am) | |
| NUMBER OF CREDITS: | 3 | |
| PREREQUISITES: | SPM 220 | |
| COURSE DAYS/TIME/LOC: | MWF 10:20am-11:20 (Section 01) (M310) and MWF 11:30am-12:30pm (Section 02) (M310) | |
| INSTRUCTOR: | Lonni Steven Wilson, Ph.D.
85 Humboldt (office hours in the café or 4th floor SIFE café) MWF 730a-800a, MWF 1235p-135p (716) 880-2110 (716) 884-0291 lwilson [at] medaille [dot] edu |
|
| OFFICE LOCATION: | ||
| OFFICE HOURS: | ||
| TELEPHONE: | ||
| FAX: | ||
| EMAIL: | ||
| WEBSITE: | ||
Statement Regarding Disabilities
Any student with a disability who believes he/she needs accommodation(s) in order to complete this course should contact the Office of Disability Services as soon as possible. The staff in the Office of Disability Services will determine what accommodations are appropriate and reasonable under the Americans with Disabilities Act. The Office of Disability Services is located in the Main Building, room 031 and can be reached by phone at (716) 880-2391.
Statement On Academic Integrity:
Medaille College expects students to fulfill academic assignments independently and honestly. Any cheating, plagiarism or other forms of academic dishonesty at Medaille College will be penalized, with sanctions ranging from an “F” on a specific assignment to expulsion from the College.
Statement on Campus Emergency Closures
In the event of a campus emergency closure, please log on to your Bb Vista course link at http://learning.medaille.edu to continue with your course requirements and to communicate with your instructor. You should access this course link early in the semester to familiarize yourself with it. Report any access or usage problems to the course instructor.
A. CATALOG DESCRIPTION OF COURSE
This course introduces students to the latest research and practices in sports promotion. Students will explore various strategies in event management and promotion. Topics include but are not limited to media and sport, electronic communications, web publishing, interpersonal and small group communication.
B. OBJECTIVES
| Upon completion of this course students will be able to: | |
| 1. | Analyze the principles of interpersonal communication. |
| 2. | Analyze how electronic communication is used in sport promotion. |
| 3. | Exercise effective decision making related to sports promotion and event planning. |
| 4. | Practice business writing techniques used in sport. |
| 5. | Prepare and present a sport event promotion plan. |
| 6. | Deliver an effective public speech in the area of sport promotion. |
| 7. | Utilize various computer applications used in sports |
C. OUTLINE OF COURSE CONTENT
| 1. | Marketing and Sport | ||
| A. | The role of media in sports. | ||
| B. | Case studies in sport marketing. | ||
| C. | Sports photography. | ||
| D. | Desktop publishing | ||
| E. | Advertising in the sport industry. | ||
| F. | Consumer demographics and psychographics | ||
| G. | Sport and consumer behavior | ||
| 2. | Communications in Sport | ||
| A. | Electronic media | ||
| 1. | |||
| 2. | web sites | ||
| 3. | athletic communications and the internet | ||
| B. | Sport journalism and broadcasting. | ||
| C. | Syndicates and wire services. | ||
| D. | News conference and backgrounders. | ||
| E. | Sports publicity fundamentals. | ||
| F. | Writing press releases. | ||
| G. | Interpersonal communications. | ||
| H. | Small group communications. | ||
| 3. | Event Promotion | ||
| A. | Special events and their use in sports. | ||
| B. | Ticket sales and their use in promotions. | ||
| C. | Situational analysis. | ||
D. METHOD OF EVALUATING STUDENTS
See Course Assignments in section G for specific information about assignments students must complete. All of this information, including this syllabus, is available on the professor’s website at www.sportmgmt.com.
| Student Evaluation Criteria: (percentages are approximate): | |||
| % | Points | Due Date | |
| Academic Integrity & Student Information | By Friday, January 22 by the start of class | ||
| Event Design & Implementation | 20% | ||
| Team solicitation | 10 | By the event | |
| Work the event(s) | 60 | Various dates | |
| Event Role Checklist | 10 | By Monday, May 3, 2010 by the start of class | |
| Self-evaluation | 20 | By Monday, May 3, 2010 by the start of class | |
| Sponsorship Proposal | 20% | ||
| ID 10 Sponsors | 10 | By Wednesday, Feb. 10, 2010 by the start of class | |
| PowerPoint Presentation | 40 | By Wednesday, Feb. 24, 2010 by the start of class | |
| Signed Contract | 10 | By Wednesday, Mar. 31, 2010 by the start of class | |
| Fulfillment Package | 40 | By Monday, May 3, 2010 by the start of class | |
| Website Design | 20% | ||
| First Draft | 40 | By Wednesday, Mar. 3, 2010 by the start of class | |
| Second Draft | 60 | By Wednesday, Mar. 24, 2010 by the start of class | |
| Midterm Exam | 20% | 100 | By Wednesday, Mar. 17 by the start of class |
| Final Exam | 20% | 100 | By Wednesday, April 21 by the start of class |
| TOTAL | 100% | 500 | |
Grades will be assigned based upon the total points possible in the course. The final grade in the course will be assigned according to the following percentages:
| A = 95-100% | A- = 90-94% | B+ = 87-89% | B = 83-86% | B- = 80-82% | C+ = 77-79% | C = 73-76% |
| C- = 70-72% | D+ = 67-69% | D = 63-66% | D- = 60-62% | F = below 60% |
E. ATTENDANCE POLICY
| 1. | Students are expected to attend all 3 course meetings. According to Medaille policies, professors will keep a record of all student attendance. | |
| 2. | There are two situations that constitute an “excused absence” from class. They are: | |
| a) | Students who are participating in a documented university sanctioned event; and | |
| b) | Students who experience a documented medical emergency or death in the family. | |
| 3. | In accordance with college policy, students who will be participating in university sanctioned events must provide the instructor with a copy of the scheduled event(s) and those classes that will be missed. | |
| a) | This documentation must be on university letterhead. | |
| b) | Must be signed by the instructor or coach. | |
| c) | Must be given to this professor at least two (2) weeks prior to the event/activity. | |
F. REQUIRED TEXT
Mullin, B, Hardy, S, & Sutton, W. (2007). Sport Marketing (3rd edition). Champaign, IL: Human Kinetics.
Support URLs:
| http://www.sportmgmt.com |
| http://www.medaillespm.com |
G. OTHER INFORMATION:
(Course Assignments, Professor Policies, and Tentative Course Schedule)
COURSE ASSIGNMENTS:
1. |
Academic Integrity & Student Information |
||
| Students are to logon to the professor’s website at http://www.sportmgmt.com/academic-integrity-student-information-form/, read Academic Integrity Acknowledgement and initial their agreement. They are also to fill out the student information section, and then click ‘submit’ to send this to the professor. This is to be done during the first week of the course (see deadlines for assignments). Students need to only fill this form out once, even if in multiple classes with the professor. | |||
2. |
Required Text Readings |
||
| Any assigned text readings are due PRIOR to the start of class on MONDAY of each week. | |||
3. |
Event Design and Implementation |
||
| Students will brainstorm, identify, select, and develop an idea for a sport event. They will then market, implement, and evaluate the event. Examples include a 3-on-3 basketball tournament, 5k run, miniature golf tournament, kickball tournament, dodgeball tournament, etc.
Creativity in design and marketing are key. One of the events will be the annual wiffleball tournament. |
|||
| The following guidelines apply: | |||
| a) | Brainstorm ideas for the event | ||
| b) | Participate in class event selection, design and planning activities | ||
| c) | Identify and select roles of interest on the organizational chart for the event: one in a marketing capacity, and one in an event operations capacity. | ||
| d) | Undertake individual and group roles, such as budgeting, marketing and advertising, registration, brackets and other necessary items in planning for the event | ||
| e) | Solicit one team (per student) for the event in which the student has a marketing role | ||
| f) | Accomplish tasks on the event role checklist for the selected role, as well as adding additional accomplishments to the checklist. | ||
| g) | Complete a self-evaluation of their performance after the event | ||
| h) | Grades will be based upon quality of work and amount of effort toward the successful marketing and implementation of the event. Participation alone is not enough to pass this assignment. | ||
| EVALUATION: | |||
| 60% for quality of work and amount of effort | |||
| 10% for securing customers to participate in the event (students are required to take an active role in getting teams/individuals to participate) | |||
| 10% for completing the event role checklist items, as well as adding to the checklist any additional accomplishments | |||
| 20% for self-evaluation of performance | |||
| Students are required to attend and/or work the event, which will likely be a Saturday or Sunday in April. Students on Athletic Teams MUST plan accordingly. | |||
4. |
Sponsorship |
||
| Individually, students will identify 10 potential business sponsors (local, regional, and/or national) for the event. (Students will not be allowed to choose the same businesses). From this list of 10, students will contact and discuss the possibility of sponsorships with the business, seeking first to understand the needs and wants of the business.
From this contact, students will identify at least one sponsor and create three sponsorship packages (i.e., gold, silver, and bronze sponsorship levels) around that sponsor’s business needs. These sponsorship packages will be designed to meet some of the needs of the event, but the primary emphasis is upon demonstrating to the potential sponsor the benefit of this partnership. The student will prepare and submit a self-running PowerPoint Presentation with narrated audio to the professor. The details of this presentation include: |
|||
| a) | PowerPoint slides (8 to 14) | ||
| b) | Length (4 to 7 minutes, no less, no more) | ||
| c) | A title slide stating the student’s name, Medaille College Sport Management NameOfEvent, sponsoring business’ name, business address, business representative’s name, job title, and phone number | ||
| d) | Slide containing the breakdown of the deliverables (e.g., Platinum Level, Gold Level, Silver Level) to the business sponsor and those to MCSPM Event | ||
| e) | 2-5 slides of discussion of the reasons for the various deliverables included in the deal | ||
| f) | Slide containing an outline of the details of the fulfillment package | ||
| g) | 2-5 slides containing some reflective thoughts by the student on the experience. This must include a summary of the students overall thoughts on the project, and a rating of the benefits of the experience on a scale of 1 (extremely unbeneficial) to 10 (extremely beneficial) | ||
| h) | A conclusion slide that is an exact copy of the title slide | ||
| i) | The presentation is to be pre-recorded (i.e., self-running) with narration in PowerPoint such that it runs on its own when “start presentation” is selected, with the audio playing properly (this will also ensure that the student meets the 4 to 7 minute timeline).
** The Mac lab has microphones which can be plugged into computers to record the narration. Check with friends to see if they have microphones which could be borrowed. |
||
| Students will then meet with potential sponsors in an effort to secure a sponsorship. Once secured, students must develop a sponsorship contract detailing the elements of the sponsorship, secure a signature from the sponsor, and sign it themselves. Once signed by all parties, 3 additional copies of this contract are to be made. Of the 4 copies, the original is submitted to the professor; one copy is given to the event group leader, one is given to the budget coordinator, and one copy is retained by the student.
After the event, the student will develop and deliver a fulfillment package for the sponsor. The package will include a letter detailing the results of the event and highlighting all elements of the sponsor’s contribution to the event. It must include 2 or more photos from the event. In closing, it should thank the sponsor for their part in the success of the event. This is to be completed in MS Publisher (NOT MS Word). A copy is to be printed, signed by the student, placed in an unsealed, addressed envelope and submitted to the professor for mailing (postage need not be paid by the student). Additionally, an electronic copy is to be submitted to the professor. Thus the four parts of this project again are: 1) identify 10 potential sponsors, 2) develop a self-running, narrated PowerPoint detailing 3 distinct sponsorship packages, 3) secure a sponsorship via a signed contract from a sponsor, and 4) develop and deliver a sponsorship fulfillment package. |
|||
| EVALUATION: | |||
| 10% for IDENTIFICATION OF 10 POTENTIAL SPONSORS | |||
| 40% for POWERPOINT PRESENTATION | |||
| 2% for title slide | |||
| 24% for all 3 packages with deliverables | |||
| 6% for fulfillment plan | |||
| 6% for reflection (all 3 elements of the reflection) | |||
| 2% for conclusion slide | |||
| 10% for SIGNED SPONSORSHIP CONTRACT | |||
| 40% for FULFILLMENT PACKAGE | |||
| 10% for fulfillment package letter with event details/results and minimum of 2 photos | |||
| 10% for signed letter of receipt from sponsor regarding completed fulfillment package | |||
| NOTE: The presentation is to be pre-recorded with NARRATION in PowerPoint orally such that it runs on its own when “start presentation” is selected, with the audio playing properly. If the presentation does not have working audio, it will be deducted by 50%, meaning that the highest score achievable on the presentation portion would be 20%, and that the most one could score on the entire project is 80%. | |||
| A student MUST secure a sponsorship in order to complete this assignment. If no sponsorship is secured, the student will only earn 25% on the assignment (3 Packages & Fulfillment package, ID of 10 sponsors). Students who secure more than one sponsorship, are required only to turn in the necessary written documentation (Contract, Fulfillment Package) and will be credited 5% (half a letter grade) extra credit toward their overall course grade. | |||
5. |
Website Design |
||
| Individually, students will develop a website for the event. This website should be designed to promote the event and its sponsors.
During the course, students will be trained on how to build websites. Students should download NoteTab Light to use for this process. They should also download Filezilla. Students wishing to own their own .com may purchase a domain name from a company like Hostmonster. In the class, we will address the topics of domain name purchasing and hosting. Note, students will not be required to purchase a domain name or hosting, but will be shown how it works. Students will be trained on the basics of coding HTML covering features from getting started to inclusion of tables, photos, links, menu bars, and the use of javascript. Students will also be taught a limited amount of PHP. Students will also be responsible for utilizing web resources and tutorials to help guide themselves as they move through the process. For our purposes, a well-designed website meets three criteria: creativity, ease of use, and professionally representative of the business and its product(s) (i.e., the Medaille College Sport Management Event). Mandatory inclusions involve: |
|||
| a) | Company name (Medaille Sport Management) and contact information | ||
| b) | Product (event) name and description (Name of Event) | ||
| c) | Menu bars to access pages | ||
| d) | The following pages: About, Brackets (with times), Cost, Photos, Register, Rules, Sponsors | ||
| e) | Contact form for customer questions | ||
| f) | Pictures and images that create a professional look for the website | ||
| g) | Event logo | ||
| Students are required to FTP their site for grading by the designated Due Date. The professor will provide FTP instructions in class. | |||
| EVALUATION: | |||
| 40% for WEBSITE 1ST DRAFT
Emphasis is on meeting all of the mandatory inclusions |
|||
| 60% for WEBSITE 2ND/FINAL DRAFT
Emphasis is creative and professional design |
|||
| The professor and/or class will choose one site design to be the official website design of the event. This site will then be posted on www.thesportevent.com. | |||
6. |
Quizzes and Online Lectures |
||
| There may be online lectures at times during the semester. When online lectures are given, students are required to view the online lecture and to complete a quiz over that lecture. | |||
7. |
Midterm Exam |
||
| Students will take a midterm examination covering the materials over the first half of the course | |||
8. |
Final Exam |
||
| Students will take a midterm examination covering the materials over the second half of the course | |||
PROFESSOR POLICIES
| 1) | LATE ASSIGNMENTS | ||
| a. | All assignments are due in class by the date listed IN THIS COURSE OUTLINE. Late Assignments will not be accepted for any reason. | ||
| b. | Students must make arrangements to turn in an assignment PRIOR to any absences whether excused or unexcused (this includes athletes, students gone for school trips, etc…). This includes having the student’s poster at the poster presentation session even if the student will be absent. | ||
| c. | Copies of all assignments should be made and the originals retained, especially graded assignments, for future use by the student (i.e., SAVE YOUR WORK on a computer, flash drive, CD, or zip disk). These should be saved in the student’s electronic portfolio for the course. | ||
TENTATIVE COURSE SCHEDULE
| Week | Dates | Topic | Reading Assignment |
| 1 | 1/18-22 | Wed – Course Introduction and Syllabus Review
Fri – HTML (how webpages work, page setup, tags, adding text, font styles) DUE: Academic Integrity Acknowledgement, Student Information Page (1/22) |
|
| 2 | 1/25-29 | Mon – HTML (links, images, email, colors)
Wed – Class Project Discussion-Discussion, & event selection session (date selection and reservation) Fri – The Special Nature of Sport Marketing LAST DAY TO DROP/ADD COURSES (1/25) |
Ch. 1 |
| 3 | 2/1-5 | Mon – HTML (tables, templates)
Wed – Class Project Discussion- Event development, date selection, duties, roles, org chart Fri – Strategic Marketing Management |
Ch. 2 |
| 4 | 2/8-12 | Mon-HTML (CSS, Div tags)
Wed – Class Project Discussion- Select Roles, meet in groups, develop work calendar, sponsorships Fri – Studies of Sport Consumers Perspectives in Sport Consumer Behavior DUE: Sponsorship-ID of 10 Businesses (2/10) |
Ch. 3
Ch. 4 |
| 5 | 2/15-19 | Mon – NO CLASS – PRESIDENT’S DAY (2/15)
Wed – HTML (CSS, Div tags, forms, FTP) Fri – HTML (Building the Event Webpage-Important Inclusions) CONTACT POTENTIAL SPONSORS, SECURE by 3/31 |
|
| 6 | 2/22-26 | Mon – HTML (Building the Event Webpage)
Wed – Class Project Discussion- work groups, budget update, sponsorship updates, begin building media campaign, individual details (equipment, prizes, brackets, team solicitation) Fri – Data-Based Marketing and the Role of Research in Sport Marketing Marketing Segmentation DUE: Sponsorship PowerPoint (2/24) CONTACT POTENTIAL SPONSORS, SECURE by 3/31 |
Ch. 5
Ch. 6 |
| 7 | 3/1-5 | Mon – HTML (Building the Event Webpage)
Wed – Class Project Discussion- creative groups (event logo design, t-shirt design) Fri – The Sport Product Managing Sport Brands DUE: Website Design – Draft 1 (3/3) CONTACT POTENTIAL SPONSORS, SECURE by 3/31 |
Ch. 7
Ch. 8 |
| 8 | 3/8-12 | NO CLASSES – SPRING BREAK (3/8-12) | |
| 9 | 3/15-19 | Mon – HTML (Building the Event Webpage) & Class Project Discussion- work groups
Wed- MIDTERM EXAM (3/17) Fri – Licensed and Branded Merchandise Pricing Strategies |
Ch. 9
Ch. 10 |
| 10 | 3/22-26 | Mon – HTML (Building the Event Webpage-last day in class before it’s due)
Wed – Class Project Discussion- work groups Fri – Promotions Sales LAST DAY TO WITHDRAW OR REGISTER AS PASS/FAIL (3/26) DUE: Website Design – Draft 2 (3/24) |
Ch. 11
Ch. 12 |
| 11 | 3/29-4/2 | Mon – Promotional Licensing and Sponsorship
Place or Product Distribution Wed – Class Project Discussion- work groups Fri – NO CLASS – EASTER HOLIDAY (4/1-2) DUE: Signed sponsor contract (3/31) |
Ch. 13
Ch. 14 |
| 12 | 4/5-9 | Mon – NO CLASS – EASTER HOLIDAY (4/5)
Wed – Class Project Discussion- work groups Fri – Electronic Media Public Relations |
Ch. 15
Ch. 16 |
| 13 | 4/12-16 | Mon – Coordinating and Controlling the Marketing Mix
The Legal Aspects of Sport Marketing Wed – Class Project Discussion- work groups Fri – Class Project Discussion- work groups SPONSOR DELIVERABLES MUST BE IN HAND (4/17) |
Ch. 17
Ch. 18 |
| 14 | 4/19-23 | Mon – The Shape of Things to Come
Wed – FINAL EXAM (4/21) Fri – NO CLASS (4/23) *class period swapped for event work DUE: Team Solicitation (4/21) Section 01a: TOURNEY ON 4/24 Section 02a: TOURNEY ON 4/25 |
Ch. 19 |
| 15 | 4/26-30 | EVENT WEEK
Mon – Debrief the events Wed – Class Project Discussion- work groups Fri – NO CLASS (4/30) *class period swapped for event work Section 02b: TOURNEY ON 5/1 Section 01b: WIFFLEBALL TOURNEY ON 5/2 |
|
| 16 | 5/3-7 | Mon-Course Evaluation, and Fulfillment Package turned in
Debrief the events DUE: Event Self-Evaluation (5/3) DUE: Event Role Checklist (5/3) FULFILLMENT PACKAGE DUE (email copy to professor, bring hardcopy signed in addressed envelope to be mailed) (5/3) LAST DAY OF CLASSES (5/3) EXAMS (5/4-6) |
Commencement – May 21, 2010
