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Sports Marketing

IMC 630

Course testimonial from WVU IMC graduate Rebecca Frishman:

“This elective is perfect for anyone thinking that they might want to go into Sports Marketing. The best part about this elective was having to conceive a marketing plan for a sports team. Picking the team is the hardest part because you don’t want to pick a team just because you’re a fan. Choosing a team that you’ll be able to look at objectively and come up with how they can improve their image and increase sales is the most important thing I learned. I would recommend this course to anyone who enjoys seeing how the sports world improves and changes. I walked away with a more objective look at the sports world and why they might be targeting the audience that they do. The information that was used in the final campaign can be applied to any career, especially if you want to create better community relations. I now have ideas that I can take to a local sports team to promote my company, but make it mutually beneficial for the team.”

Course Description

Examines the special aspects of sport marketing as a discipline and the manner in which sport is marketed vis-à-vis other products and services. Explores the conceptualization of the marketing planning processes and the field’s major components (5 P’s), the value of market and consumer research, consumers (fans and participants), endorsements, sponsorships, branding, product services, benefits, consumption and usage patterns.


Topics in this course may include:
The Special Nature of Sport Marketing
Strategic Marketing Management
Understanding Sports Consumers
Taking an Information-based Approach to Sport Marketing
Market Segmentation
Sport Product & Pricing Strategies
Sport Promotions
Sport Public Relations
Coordinating the Sport Marketing Mix

This information was taken directly from the syllabus of this IMC course. While it is our intent to supply students with an accurate overview of the class, please note that the information was used in a previous session and, thus, is subjec t to change without notice.