SPMG3003

This course examines the unique nature of Sport Marketing and the elements of the marketing mix from that perspective. Major topics include an overview of the sport market, the critical nature of market research and market segmentation. Students develop an understanding of the special nature of the sport product, pricing within sport marketing, the role of promotion in the sport market, and the theory of "place" in sport. Students are responsible for designing, implementing, and evaluating a sport marketing research plan.