GRAND SLAM. ADVANCED SPORT/EVENT MARKETING : This sport/event marketing course develops student skill in determining the economic impact of sports/events, price setting, research, marketing, positioning, product/service management, and promotion and sales strategies. Throughout the course, students are presented problem-solving situations for which they must apply academic and critical-thinking skills.
- INSTRUCTIONAL AREA: Business Law
- Describe legal issues affecting the marketing of sport/event products (BL:058, BA LAP 10) (SP)
- INSTRUCTIONAL AREA: Economics
- Describe the impact of unions on the sport/event industries (EC:053) (SP)
- Explain international trade considerations for sport/event industries (customs, exchange rates, use of financial institutions, trade regulations, foreign distributors, government regulation, cultural / value differences) (EC:059) (SP)
- INSTRUCTIONAL AREA: Financial Analysis
- Explain the need for sport/event insurance (FI:596) (SP)
- Conduct a risk assessment of an event (FI:597) (SP)
- INSTRUCTIONAL AREA: Information Management
- Use database for information analysis (NF:185) (SP)
- Identify sport/event trends (NF:065) (SP)
- Measure economic impact of sport/event (NF:187) (MN)
- INSTRUCTIONAL AREA: Operations
- Explain distribution systems for the sport/event industries (OP:343) (SP)
- Conduct site inspections (OP:345) (SP)
- Develop contingency plans for events (personnel, weather, power outage, damage control) (OP:093) (SP)
- INSTRUCTIONAL AREA: Professional Development
- Describe the role of governing bodies in the sport industry (PD:279) (SP)
- INSTRUCTIONAL AREA: Marketing Information Management
- Assess marketing-information needs (IM:182) (MN)
- » MKMN.08.01.a, MKMR.05.01.a
- Establish and maintain sport/event marketing information system (IM:252) (MN)
- Collect marketing information from others (e.g., customers, staff, vendors) (IM:187) (SP)
- Explain the use of descriptive statistics for marketing decision making (IM:191) (SP)
- » MKTC.24.04.b
- Write marketing reports (IM:192) (SP)
- Present report findings and recommendations (IM:193) (SP)
- INSTRUCTIONAL AREA: Marketing Planning
- Identify sport/event target-market segments (MP:036) (MN)
- Select target market (MP:005) (MN)
- » MKTC.25.01.e
- Conduct market analysis (market size, area, potential, etc.) (MP:009) (MN)
- » MKTC.25.01.i
- Conduct SWOT analysis for use in the marketing-planning process (MP:010, IM LAP 8) (MN)
- » MKTC.25.01.j
- Conduct competitive analysis (MP:012) (MN)
- » MKTC.25.01.l
- Forecast sales for marketing plan (MP:014) (MN)
- » MKTC.25.01.n
- Develop marketing plan (MP:018) (MN)
- » MKTC.25.01.r
- Monitor and evaluate performance of marketing plan (MP:022) (MN)
- » MKTC.25.02.d
- INSTRUCTIONAL AREA: Pricing
- Establish price objectives for sport/event products (PI:049) (MN)
- Calculate break-even point (PI:006, PI LAP 4) (MN)
- » MKCO.12.01.e, MKMN.09.01.b
- Select pricing strategies (PI:046) (MN)
- » MKCO.12.01.f, MKME.10.01.e
- Set ticket/event prices (PI:033) (MN)
- INSTRUCTIONAL AREA: Product / Service Management
- Assess “product” readiness for sport/event (PM:146) (MN)
- Determine merchandising opportunities for a sport/event (PM:086) (SP)
- Determine goods and services required for an event (PM:147) (SP)
- Bundle/Package extra amenities with tickets (PM:148) (MN)
- Develop pre-season booking strategy (PM:149) (MN)
- Develop ticket-sales program (PM:166) (MN)
- Select hospitality options (PM:150) (MN)
- Explain the role of agents in sports (PM:143) (SP)
- Obtain endorsements for sports/events (PM:151) (MN)
- Develop a licensing program (PM:153, PM LAP 14) (MN)
- INSTRUCTIONAL AREA: Promotion
- Select strategies for maintaining/building fan support (PR:136, PR LAP 19) (SP)
- Coordinate community outreach projects (PR:195) (SP)
- Identify ambush strategies to use at other events (e.g., flyers, bill posting, etc.) (PR:198) (SP)
- Develop viral sport/event marketing strategies (PR:199) (SP)
- Explain considerations in using special events as a sales-promotion strategy (PR:213) (SP)
- Plan special events for sports/events (PR:214) (SP)
- Coordinate activities in the promotional mix (PR:076) (SP)
- » MKTC.28.06.b
- Develop promotional calendar (PR:209) (SP)
- » MKME.12.05.a
- Prepare promotional budget (PR:098) (MN)
- » MKCO.14.18.g
- Assess need to use promoters (PR:210) (MN)
- Set sponsorship objectives (PR:155) (MN)
- Write/Prepare sponsorship proposal (PR:211) (MN)
- Prepare sponsorship agreement (PR:212) (MN)
- Explain the use of advertising agencies (PR:081) (SP)
- » MKCO.14.19.a
- INSTRUCTIONAL AREA: Selling
- Explain ticketing and seating arrangements (SE:314) (SP)
- Estimate market share (IM:350) (MN)
- » MKMN.08.02.e, MKMR.05.12.l
- Prospect for corporate sponsors (SE:324) (SP)
- Sell venue (SE:319) (SP)
- Cultivate group sales (SE:320) (SP)
- Sell sport/event sponsorships (SE:321, SE LAP 127) (SP)
- Follow up with potential corporate sponsors (SE:323) (SP)
- Negotiate sport/event sponsorship contract (SE:322) (SP)
- Solicit grant/foundation money (SE:348) (SP)
- Develop proof-of-performance packages for sponsors (SE:325) (SP)
- Service sponsors (SE:326) (SP)
- Establish barter agreements (vendors, media, etc.) (SE:327) (MN)
» = Colorado standard