The course is an application of Marketing Principles to sports products and services. Covered will be all topics in the sports marketing curriculum, including consumer behavior, market research, promotions, products, pricing, sponsorship and e-marketing. Prerequisite: BUS 0350
REQUIRED TEXTS:
Encyclopedias, handbooks, dictionaries and other reference books can be a great place to start your research. They will
Key Concepts in Sport Management by 
Alternative Models of Sports Development in America: Solutions to a Crisis in Education and Public Health by
"In the United States, the entanglement of sports and education has persisted for over a century. Multimillion-dollar high school football stadiums, college coaches whose salaries are many times those of their institutions'presidents, psychological and educational tolls on student-athletes, and high-profile academic scandals are just symptoms of a system that has come under increasing fire. Institutions large and small face persistent quandaries: which do they value more, academic integrity or athletic success? Which takes precedence: prioritizing elite teams and athletes, or making it possible for all students to participate in sports? How do we create opportunities for academic—not just athletic—development for players? In Alternative Models of Sports Development in America, B. David Ridpath—a leading sports development researcher who has studied both the US system and the European club model—offers clear steps toward creating a new status quo. He lays out four possible alternative models that draw various elements from academic, athletic, and European approaches. His proposals will help increase access of all young people to the benefits of sports and exercise, allow athletes to also thrive as students, and improve competitiveness. The result is a book that will resonate with sports development professionals, academic administrators, and parents."
Unwinding Madness: What Went Wrong with College Sportsand How to Fix It by
"A critical look at the tension between the larger role of the university and the commercialization of college sportsUnwinding Madness is the most comprehensive examination to date of how the NCAA has lost its way in the governance of intercollegiate athleticsand why it is incapable of achieving reform and must be replaced. The NCAA has placed commercial success above its responsibilities to protect the academic primacy, health and well-being of college athletes and fallen into an educational, ethical, and economic crisis.As long as intercollegiate athletics reside in the higher education environment, these programs must be academically compatible with their larger institutions, subordinate to their educational mission, and defensible from a not-for-profit organizational standpoint. The issue has never been a matter of whether intercollegiate athletics belongs in higher education as an extracurricular offering. Rather, the perennial challenge has been how these programs have been governed and conducted.The authors propose detailed solutions, starting with the creation of a new national governance organization to replace the NCAA. At the college level, these proposals will not diminish the revenue production capacity of sports programs but will restore academic integrity to the enterprise, provide fairer treatment of college athletes with better health protections, and restore the rights and freedoms of athletes, which have been taken away by a professionalized athletics mentality that controls the cost of its athlete labor force and overpays coaches and athletic directors.Unwinding Madness recognizes that there is no easy fix to the problems now facing college athletics. But the book does offer common sense, doable solutions that respect the rights of athletes, protects their health and well-being while delivering on the promise of a bona fide educational degree program."
Ethical Leadership in Sport: What's Your ENDgame? by 
Organizational Culture and Identity: Sport, Symbols and Success by 
Practical Ethics in Sport Management by 
Sports and Understanding Organizations by
"This volume provides readers with a rich source of sports metaphors for understanding organization and management processes and how to use metaphors to become more effective leaders and managers within their organizations. Each chapter discusses how sports may be used to help improved organizational productivity and effectiveness. These chapters each strive to present new ways of understanding organizational constructs using sports as a metaphor. It is this volume's hope that these chapters may provide insight into the important role sports plays in understanding organizations across the world. Organizational science profits from taking new perspectives that may be found when sports is used as a lens for this study."
Mascot Nation: The Controversy Over Native American Representations in Sports by
"The issue of Native American mascots in sports raises passions but also a raft of often-unasked questions. Which voices get a hearing in an argument? What meanings do we ascribe to mascots? Who do these Indians and warriors really represent? Andrew C. Billings and Jason Edward Black go beyond the media bluster to reassess the mascot controversy. Their multi-dimensional study delves into the textual, visual, and ritualistic and performative aspects of sports mascots. Their original research, meanwhile, surveys sports fans themselves on their thoughts when a specific mascot faces censure. The result is a book that merges critical-cultural analysis with qualitative data to offer an innovative approach to understanding the camps and fault lines on each side of the issue, the stakes in mascot debates, whether common ground can exist and, if so, how we might find it."
Sports Business Unplugged: Leadership Challenges From the World of Sports by
"For more than seven years, the incisive commentary of Burton and O'Reilly has graced the pages of SportsBusiness Journal, the industry's leading trade journal. Now, fifty of their most recent columns are collected in one volume, providing thoughtful and deeply knowledgeable insight into many of the industry's most contentious issues. Covering an era in sports that has experienced rapid change, the authors discuss such topics as gender equity, corporate sponsor-ship, collegiate athletics, diversity, and the future of sports. As two of the leading scholars in the business of sports, Burton and O'Reilly also draw upon years of experience to give both students and industry professionals a dual perspective on the role sports play in a healthy, thriving society."
Sport Business in Leading Economies by
"From a renowned group of international scholars, this new work examines how leading economic countries use sport business, particularly individual sports events (such as the Olympics or FIFA Men's or Women's World Cup) as well as participant sport, in comprehensive plans toward driving and furthering economic development, raising brand awareness (country as a brand), transforming lagging communities, and enhancing travel and tourism in the country. Comparative sport studies are fundamentally designed for cross-country and cross-cultural understanding, learning, and improvement. By recognizing the achievements, administrative procedures, and management practices of peer countries and using them as a mirror or referencing parameter, government agencies and sport organizations of a country may be able to identify areas that need improvements in their own administration and cultivate development and growth in the country's sport industry. Exploring how China, Japan, South Korea, Russia, the UK, Germany, the US, Canada, Brazil, South Africa, and Australia have all used sport as a catalytic agent, each chapter delves into the country's sports industry by looking at: recent history and stages of the industry; current state including scope, magnitude, structure, governance, policies, facilities, and programs; developmental characteristics, strength, and highlights; contemporary challenges and issues; and trends of development and advancement."
Circus Maximus: The Economic Gamble Behind Hosting the Olympics and the World Cup by
"An updated and expanded analysis of the economic tensions behind the Olympics and the World Cup games.Andrew Zimbalist looks beyond the headlines of two of the world's most beloved sporting events: the Olympics and the World Cup.In the updated and expanded edition of his bestselling book, Circus Maximus: The Economic Gamble Behind Hosting the Olympics and the World Cup, Zimbalist tackles the bogus claim that cities chosen to host these high-profile sporting events experience an economic windfall. In this new edition he takes aim at the outrageous FIFA scandal, Boston's bid for the 2024 summer Olympics, and the criticism surrounding the 2015 Women's World Cup.Circus Maximus focuses on major cities, like London and Barcelona, that have previously hosted these sporting events, to provide context for cities like Tokyo and Rio de Janerio, which are currently bearing the weight of exploding expenses, corruption, and protests. Zimbalist offers a sobering and candid look at the Olympics and the World Cup from outside the echo chamber."
Market Research Methods in the Sports Industry by
"Whether professional or amateur, sports businesses must develop their brand and image to meet the expectations of a diverse environment, consisting of fans, sponsors, and other stakeholders. The value and instruments of market research can provide the required resources for sports businesses to realize their plans. In Market Research in the Sports Industry, Jasenko Ljubica and Neven Seric provide a comprehensive elaboration of market research methods to be used by sports businesses. The book identifies and explains the most effective uses of market research, drawing upon real-life case studies. The application of the methods presented in this book, ranging from the simplest - monitoring the environment – to the most complex sampling methods, can significantly contribute to the development of sports businesses by increasing the number of members, sponsors, followers and fans. The book will be invaluable for researchers, educators and students of Sports Management and Marketing, and it will also prove useful to sporting professionals seeking to gain a competitive edge in the market."
