Students will learn how to prepare and critically evaluate the strategic implications of sponsorship proposals. A major emphasis is given to understanding the theoretical reasons behind the effectiveness of sports sponsorships as communication vehicles. This course is intended to provide students with an in-depth understanding of the many traditional and contemporary revenue acquisition methods available to sport organizations. The final portion of the course will concentrate on the application of several key financial management techniques to the operation of sport organizations including ratio analysis, breakeven analysis and cash flow management. Course requirements will include a field trip to Portland to meet with the CFO of the Portland Trailblazers, three case studies, and a term project in which students develop a capitalization plan for a major sports venue.
Students conduct marketing research projects from design to final report.
Very strong orientation toward hands-on applications for market segmentation, new product design, product positioning, pricing, and promotion. Students will acquire an extensive set of data analysis tools and the expertise to apply them to marketing. Understanding how and why consumers respond to marketing activities is the heart of this course. Psychological, sociological, decision theory, and other behavioral sciences are used to help build an understanding of the nature of the consumption process. This understanding is then used to create appropriate marketing strategies and tactics.