COURSE DESCRIPTION:

In 2016, TV companies paid more than 4 billion to screen the 19-day Rio 2016 games; and brought in
over 9.3 billion in marketing revenues. A lot has happened to the sports industry since ancient
Greeks championed the benefits of sport, and it has become one of the largest industries on the
planet. Today the global sport industry is estimated at 1.3 trillion dollars. This course will explore
the extraordinary evolution of sports marketing throughout the ages and examine the different
dimensions of a multi-faceted industry trickling down into many business sectors and highlighting
the characteristics of media coverage, sponsorship, fan participation and event management.

COURSE OBJECTIVES:

This course is designed to enable students to differentiate between the various functional areas of
sport management. The objective of this course is to describe the organizational and managerial
foundations of sport management and bring into context the historical, sociological, cultural, and
psychological foundations of sport management.

EXPECTED LEARNING OUTCOMES:

Upon completion of this course students should be able to:
• Understand the history and growth of the sports industry
• Explain the different types of sports consumers
• Discuss elements in the sports marketing mix
• Identify the characteristics and power of sponsorship
• Understand how to manage sports products
• Recognize the benefits of sport: socially, culturally, and economically

*Course content subject to change