MSBM.5004 Sport and Entertainment Marketing
This course is designed to provide a foundation in the principles of marketing and to focus on the application of these principles as they relate to the distinct products, services and experiences unique to the sport and entertainment industries. Course content will explore the fields of strategic marketing; consumer behavior; market research; market segmentation, targeting and positioning; elements of promotion; competitive analysis; sponsorship strategies; products, pricing and distribution; and the implementation of current technologies with a strong emphasis on applying these principles in the sport and entertainment world. General marketing, advertising and publicity will be examined as well as special events, fund raising, public relations, promotions, and additional marketing opportunities specific to sport and entertainment. In addition, the course will examine and evaluate the use of both traditional and emerging media platforms for marketing sports and entertainment.