Persuasion Final

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COURSE NUMBER:        TSTD 3102W-10

COURSE TITLE:        Sport and Event Marketing

LOCATION:                Duques 361: Monday, 12:45pm - 3:15pm

COURSE

DESCRIPTION:        Application of marketing theories to sports, events, and related properties.   A study of the leading trends and forces facing teams, leagues, events and brands in the diverse sports and entertainment industry ranging from branding and sponsorship to fan attendance and global expansion. This course will review traditional sports marketing and emerging methods of digital and social media. It will demonstrate that while sport and event marketing is similar to other consumer-facing industries in always having to meet customer demand, sports is unique in that it is a perishable and inconsistent product and fans must continually be attracted and converted into customers. Furthermore, this course will emphasize how all players within the industry have been challenged to demonstrate value to its customers, stakeholders and fans. Return on Investment (ROI) now means as much if not more than wins and losses and data driven decision-making has gone from the exception to the norm.

PREREQUISITES:        BADM 3401 Basic Marketing Management

PROFESSOR:                Dr. Lisa Delpy Neirotti

                        Department of Management

Office: Funger Hall 301P

Office Hours: Tuesday 9am-11am; Wednesday 11am-2pm and by appointment. (Please sign up using Doodle links that are distributed via the sports listserv)

*It is highly recommended to call/e-mail and confirm your meeting, even if during office hours*

Phone: 202-994-6623 (office), 301-440-8044 (mobile), 301-680-0996 (home)

E-mail: ldelpy@gmail.com 

*** If you send an e-mail and do not receive a response within 48 hours, you must take additional measures to reach Professor Neirotti. These include: calling, follow-up email, and/or coming to office hours. You may also contact the preceptor.  Missed correspondence through e-mail does not constitute an excuse or approval. ***

PRECEPTOR:         Mia Svirsky                svirskymia@gwu.edu, 617-285-9218 (mobile)

LEARNING

OBJECTIVES:

By the completion of the course, each student should be able to:

1. Understand the leading trends and forces affecting sports teams, brands, leagues, and governing bodies as well as entertainment companies.
2. Recognize the importance of segmented marketing, targeting both customers and fans.
3. Gain experience in using key metrics for sales, sponsorship, and branding with an emphasis on ROI.
4. Learn how sports and event properties are leveraging digital and social media to expand return on marketing investment.
5. Target corporate prospects and write sponsorship and endorsement proposals.
6. Write a creative and effective marketing plan to promote and sell events, sports, and related products.

READINGS

& MATERIALS:                                   Required Readings

• Mullin, B., Hardy, S., Sutton, W. Sport Marketing, Human Kinetics Publishers: Champaign, IL, 2007 (3rd edition)
• Graham, S., Delpy Neirotti, L.,Goldblatt, J., The Ultimate Guide to Sports Marketing,2001
• To purchase the 4 HBR cases,  https://cb.hbsp.harvard.edu/cbmp/access/38373625
• The Sports Business Daily or Journal subscription https://www.sportsbusinessdaily.com/College-University/Subscribe/College-Subscription.aspx 

• Recommended to get 1-year subscription vs. 12 weeks. You will need in other sport management courses and it is important to read for professional growth.
• Select George Washington University, then Lisa Delpy Neirotti TSTD 3102 Sport & Event Marketing

• OR Bizbash http://www.bizbash.com/ OR Billboard http://www.billboard.com

Recommended Readings and Resources

• http://libguides.gwu.edu/sport
• To access The Sports Sponsor Factbook, Team Marketing Report go to the above libguides website>Find Directories and follow the link/instructions to login to Factbook via the GW IP address
• IEG Sponsorship Marketplace http://www.sponsorship.com Reference #: GT3930.133
• Sport Market Place Directory, Reference #: HD9992.u5s667
• The List http://www.thelistinc.com
• SBRNet.com (ID GWU, Password GWU) – demographics and statistics on sport participation, social media use and other research
• Scarborough Research Database (go to myprimelingo.com, click new user, enter gwu email, and retrieve password.  Follow directions provided in class)
• Darren Rovell, On the Ball, FT Prentice Hall, 2003 http://twitter.com/darrenrovell
• Partnership Activation http://partnershipactivation.com
• Sports Marketing & PR Round-up Weekly Newsletter http://www.joefavorito.com
• Veeck, Bill, Veeck as in Wreck
• Journal of Sport Management, Human Kinetics Publishing, Champaign, IL.
• Sport Marketing Quarterly, Fitness Information Technology, Morgantown, WV.
• Sports Video Group http://sportsvideo.org/main/
• SportTechie http://www.sporttechie.com/subscribe-to-our-newsletter/

Reserve Reading

• Howard, D. & Crompton, J. Financing Sport, 2nd edition, FIT, Morgan Town, WV, 2004.
  Chapter 12 Ticket Sales and Operations & Chapter 16 Fund Raising

(Located in Electronic Reserves on blackboard)

GRADING:        

All assignments are due at the start of class on the respective due date. Hard copies should be brought to class and also posted on blackboard.

• Assignments are expected to be of high quality and submitted in the correct format.
• You will be graded not only on what you write, but also how you write it (i.e. grammar, typos, style, etc.).  A sports and event executive must be a persuasive communicator in both written and oral form.  

* 10 points deducted for more than two typos/spelling errors or non-professional appearance.

* Assignments may be returned for corrections with a possibility of an increased grade upon re-submission. Regardless, 10 points deducted if the revisions are not completed and resubmitted.