TO:Beth Dobkin, Provost

FROM:Keith Ogawa, Chair

Academic Senate

DATE:January 9, 2014

RE:Senate Action S-13/14-22CA

BusAd 130: Sports Marketing Permanent Approval

At the December 12, 2013 meeting of the Academic Senate, the attachedProposal for Permanent Course Approval for BusAd 130: Sports Marketing was approved on the Consent Agenda.

The item was approved by the Undergraduate Educational Policies Committee by votes of 5-1 with one abstention and 6-0 with one abstention respectively, and forwarded to the Senate's Consent Agenda. This action was assigned Senate Action#S-13/14-22CA.

Attachment

Cc: President James Donahue

Vice Provost Richard Carp

Dean Steve Woolpert

NEWCOURSEPROPOSAL FORM

1.List School,Department,course number andcoursetitle

School: SchoolofEconomics andBusinessAdministration(SEBA) Department:BusinessAdministration

Course:BUSAD130: SportsMarketing

Upper divisioncourse rationale:This classmeetsallof thecriteriabecauseithaspre-requisites(see below), it requires anin-depth studyof the subjectmatter andhasrigorous reading/writing assignments, anditincludes courseobjectives thatentailhighlevelsofcognitive achievement.

2.Justificationfor the course

A)JUSTIFICATION:Students majoringin Kinesiology withan emphasis inSportRecreation Management(SRM) takeclasses housed intheDepartmentofKinesiology aswellas inBusiness Administration. Thisarrangement has allowed theDepartment ofKinesiology, whichis smaller inboth its numberofstudentsandfaculty,accesstoawidevarietyofclasses anddisciplinaryexpertise.One suchclass requiredforSRM majors has been BUSAD124:Marketing. UponreviewingtheSRM curriculum, however, theDepartmentofKinesiologydetermined that itsstudentswouldbenefit greatly froma class focusedspecificallyontheapplicationofmarketingtoasports context duetotheunique nature ofmarketingsportsas compared totraditionalgoodsandservices.Forexample,marketersof sports areabletorelyonthe emotional attachment that fans havetotheir favoriteteams when faced with a losingseasonina waythatmarketersoftraditional goods and servicescannot when facedwith decliningproductquality.Furthermore,sportsareaperishable productin thattheyare simultaneously produced and consumed.Accordingly,thereis a great senseof urgency toselltickets togamesinorder toreap thebenefits ofrevenue sourcesunique togame attendance(e.g.,concessions,merchandise,and parking).This createsachallenge unique tosports andentertainment properties. Adding a marketing class focusedonsportwillalsomake themajor’s requirementsmore congruentwith recommendations set forth by theCommissiononSport Management Accreditation(COSMA),andwill fill a glaringhole in the SRM curriculum.

This classwill behoused inSEBAratherthanSOLAasAACSB(The AssociationtoAdvanceCollegiate SchoolsofBusiness)requiresthatallmarketing-relatedcoursesfall under itsdirectpurviewasitisone of theprimary core requirementsofaccredited business programs.This departmental locationhas the added benefitthat students majoringin Business Administrationmay takeSportsMarketingas an electivecoursetofulfill anupper-division requirement fortheirmajororminor.Finally, thesports industryisof great interesttomany studentsatSaintMary’s Collegeandwill thus provide anattractive courseoption. Asan illustrationof the interest inthistopicofthe26 studentsenrolled inthe coursein Spring2013,16were BusinessAdministrationmajors,onewas anAccountingmajor, andninewere Kinesiologymajors.Dean Li of SEBAandthefacultyinthemarketingconcentrationof Business Administrationfullysupport the additionof the coursetothecurriculum.

B)OBJECTIVES:Atthecompletionof thiscourse,students willbe ableto:

1.Identifythe unique aspectsofmarketingin relationtosport, anddevelopanunderstandingof sport asindustryandthe fanas consumer

2.Describe,analyze,andapply keymarketingconceptsandstrategies tocollegiateor professional

sportscontexts

3.Comprehendtheroleof segmentationandtargetmarketsinthe sportmarketingplanning process

4.Understandkey consumerbehaviorconceptsandtheir implications for sportbehaviorandsport marketing

5.Criticallyevaluatevarious sport promotional concepts

6.Applymarketingandbrandingstrategies toa live event

7.Think critically about the fieldofsportsmarketingaswellascommunicate ideaseffectively in bothoralandwrittenforms

C)RELATIONSHIPTODEPARTMENT, SCHOOL, ANDCOLLEGE GOALS:Atthe coreof theUndergraduate BusinessProgram isadedicationtopreparingstudents for“a worldofcommercethat isever-changing andincreasinglycomplex”(Saint Mary’s College Undergraduate Catalogof Courses,2013-2014,p.92). The enormityofthe sportsindustryanditscentralrolein the livesofmany is most decidedly partofthis picture. A course insportsmarketing thus allowsBusinessAdministration majorstheopportunityto applytheirknowledgeof marketingtothe specific contextofsports providingfurther depthtotheir content areaknowledge.As mentioned above,the unique natureof sportsmarketingmakesaseparate coursea necessity rather thansimplyaddingitscontent toa generalmarketingcourse. Additionally, this course engages studentsinethicallyconscious andsocially responsible businesspractices(e.g., thoughclasstime dedicatedtocause-relatedmarketing,corporatesocial responsibility, andsportsthat frequentlyfalloutsideof mainstreaminterests), anotherdepartmental learningoutcome.

Kinesiologystudents,forwhomthis coursewill berequired, focusonthe studyofthe humanbeingin motion.Withinthe department ofkinesiology livesthe sub-discipline ofsport andrecreation management.Forthese students, a coursein sportsmarketing, rather thangeneralmarketing, will more specifically prepare themfor future careersin the sports industry.Forexample,thiscoursewill introducestudentstotrends in the sportsindustry(whichmay besimilarto, or differentthan, general marketingtrends) andexposethemtosportmanagementscholars’ research. The learningobjectivesof this course supportDepartmentofKinesiology goals,especiallyastheyrelate to drawingconnections between themarketingofsports and professional decision-makinggrounded insoundphilosophicaland theoreticalprinciples.

It is fittingthat thisclass isoffered withintheSchoolof Economics andBusinessAdministration. As previously noted,oneof AACSB’s primary coreareasis marketing.Assuchacourse in sportsmarketing fits naturallyunder thedirectionofthis school.

At the College level,theLasallianmissionof socialjustice is embedded inthiscourse’slearning outcomes relatedto 1)theroleof segmentationand targetmarkets inthe sportsmarketingplanning processaswellas2) consumer behavior conceptsandtheir implications for sportbehavior andsport marketing. When studytargetmarketing, students learnabout groups whohaverarelybeen targeted

by sportingorganizations (e.g., gayandlesbianfans),whythisis thecase, andthe implicationsif change were tooccur.And,whenstudents study consumer behavior conceptsrelatedtosports, discussions relatedtoaccess tosports,or lack thereof, surface inrelationtofosteringfandomthroughparticipation andspectatorship.The College’sLiberal Arts traditionis incorporatedintotheclassroomthrough readings fromnotonlymarketingliterature,but alsothe history and sociologyofsport.This broad approachtothe topic allowsstudentsa better foundationfromwhichtothink criticallyaboutsports marketingandtheirrole as future sportsmarketers.

D)EVALUATION: Evaluationfor thisclasswill includeexams, quizzes,shortresearchpapers, anda cumulativeteamproject. For example,short researchpapers included:a) a literature reviewof scholarlyarticlesrelatedtosports consumptionmotives,b) ananalysisofsocio-demographic trends impactingsportsmarketing,c) anevaluationofthe brandingeffortsofselectsportsteams, andd) an investigationof sports-relatedsponsorships.Inthe cumulative teamproject, students createda marketingproposal for aspecial themegame for aSaint Mary’sCollegeathletic team.The pass/fail gradingoptionwill begrantedtostudents uponrequest. Pleasesee thesyllabusstartingonpage6 of this documentforfurther information.

3.Student Population

This course is intended forstudentsmajoringin Kinesiology with a SportRecreationManagement emphasis.When/if thisclass is grantedpermanentcourse status, SRM studentswill be requiredtotake this class as partofthemajor, insteadofBudAd124:Marketing.Studentsmajoring orminoringin BusinessAdministration maytakethis classasoneofthe twoupper-division,electiveclassesrequired for their degree completion.This classmay beparticularlyappealingtostudents pursuingthe MarketingConcentrationwithinBusinessAdministration.

The expected enrollment inthis course is25 anditwillbe offeredonceperyear. Due totheanticipated popularityofthis course(as evidenced byanenrollment of26in theSpringof2013whenoffered with onlyexperimental status),enrollment inthis class willneedtoberegulated sothatSRMstudentsare able toenrollin thecourseas itwill be arequiredcourseasopposed toanelective forallothermajors. As such, theProgramDirectorof BusinessAdministration, BarbaraMcGraw,hasagreed towork with the Department ofKinesiology and the Officeof the Registrartoensurethatslots in the course are reserved for Sport &RecreationManagementstudents.TheDepartmentofKinesiology anticipatesthat reserving 15 slots persemester shouldbe sufficient tomeet thedemandofourmajors.

4.RelationshiptopresentCollegecurriculum

The coursewill supplementthe existingmarketingofferings andexpandthe number ofsport-specific classesthatKinesiologymajors are abletotake,thus providingdepthtotheir degree. Kinesiology students are presentlyrequiredtotake BusAd124: Marketing.This classis impactedandall sectionsof the course are consistentlyfull. Kinesiologystudentswill nolongerenrollinBusAd124,thusopeningat leastafewmore slotsfor BusinessAdministrationstudents whowereotherwisenot abletoenrollin the courseduringthe desired semester.Itwill not affectothercoursesineither departmentor inthe college.

5.Anyextraordinaryimplementationcosts

Therewill be nospecialoradditional equipment costs, orspaceneeds for thiscourse.ClaireWilliams, Ph.D., atenure-trackfacultymember intheDepartment ofKinesiology,will teachthe courseas partof her regularlyassigned contract.

6.Library Resources

The Library Review is completeandareporthasbeensubmitted by SarahVital.A copyofthereportcan be foundonpages12-13ofthis document.

7.Coursecredit andgradingoptions

This coursewill continue to bea1.0creditcourseandwill meetduringthe traditional undergraduate (spring) semester (14 weeks).Studentswillmeettwotimes aweek (100minutesper session),and duringthe weekof finals(120minutes).With thereductionof twomissed classes overEaster Break, studentswill meet for a total of2,720minutes overthe durationofthe semester.The projectedout-of- class timeperweekis an averageofsix hours (360minutes).The formatofthe coursewill bethatof lectureanddiscussion.

8.Prerequisites,corequisites(If applicable)

For allstudents:ACCTG1andECON3

For Kinesiologymajors: KINES 10, 15,20(orbypermissionof theinstructor) For BusinessAdministration majors:BusAd10 and40

9.Course descriptionwordingfor theappropriate College catalog

This courseexploresbasicmarketingconceptsastheyareappliedtosportsorganizations, both amateur andprofessional. Itaddressesunique challenges, limitations, andnewtrends in sportsmarketing, as wellasthemarketingof sports productsandthe use of sports tomarket non-sports products.Topics include the sportsmarketingmix,marketsegmentation, sportsconsumer behavior, branding, and sponsorship.

10.Coursecontent

Please see asyllabus (subjecttochangein 2014)startingonpage6of this document.

11.Reviewofexperimentaloffering

This coursewasoffered asanexperimentalcourse inSpring2013. Twenty-sixstudents enrolled inthe course.Ofthe26studentsenrolled inthecourse,nine wereKinesiologymajors,16were Business Administrationmajors, andonewas anAccountingmajor.A numberofKinesiology majors(atleast three)whohadintended toenrollin the coursewerenot abletodoso.These majorswere ableto enrollin BusAd124:Marketinginstead, asis consistent withthe present requirementsofthemajor,or

wereable towaituntilthefollowingyear totakethecourse, however,theyfeltsomefrustrationat havingtodoso.Althoughthe disciplinarymixin theclassroomprovided avaluable experienceforall involved,the need toformallyreserve spotsforKinesiologymajors became apparent, especiallywhen SportsMarketingbecomesa requiredpartofthemajor.This willbe achangemade with permanent coursestatus.

Initsfirstiteration,the coursereceived both positiveandnegativestudentreviews.Positive comments fromtheBusAd130CourseEvaluationsfromSpring2013included:“Overall,[the]professor didagood jobwith thecourse and [included] some goodcoursematerial”(p.7);“I reallyenjoyed theclass, it was a nice change towhat Iamused tostudying”(p.9);and“Thiswas my firstevermarketingclass eversoI feltlike I learned a lot”(p.13).Another studentwrote:“I have takenmarketing,andthis was similar with a twist toit.It shoulddefinitelybeofferedagainbecause itgivesBusAd studentsmoreoptions.I already feel like therearen’t many electives tochoosefrom, sothisclasswas great”(p.16).

On the negative side,at leasta fewstudents inthe course hadpreviously takenIntroductiontoSport & RecreationManagement andcommentedthat therewasoverlapbetween thatclass andthisclass. With theimplementation of a course dedicatedtosportsmarketing, the overlapbetween thetwo courseswill be significantlyless(i.e., the emphasisonsportsmarketingin IntroductiontoSport& RecreationManagement will be reduced).A fewstudents self-identified asmarketingmajorsandone noted:“Not untilthe lasttwoweeksof school have I learned anythingthat couldbe used inmy marketingcareer. Ifeelthis classonlyfocusedondifferent sports!”(p.12).

Fromthe instructor’s perspective,the coursewentreasonablywell,althoughthere is clearlyroomfor improvement astheoverall ratingofthecourse was 3.7/5.0.Makingthe contentvaluable andrelevant for both KinesiologymajorsandBusinessAdministrationmajors will be a priority onceadoptedas a permanent courseoffering.

BUSINESSADMINISTRATION 130: SPORTSMARKETING

Saint Mary’s CollegeofCalifornia

Professor: / Claire Williams / Credit: / 1
Office: / Saint JosephHall106 / Class Location: / Garaventa 130
OfficeHours: / T &TH 11:30-1:00pm,
or byappointment / MeetingTime: / T &TH 8:00-9:30am
EmailAddress: / / Semester/Year: / Spring2013
Campus Phone: / 925-631-4812 / CourseWebsite: /

CourseDescription

This courseexploresbasicmarketingconceptsastheyareappliedtosportsorganizations, both amateur andprofessional. Itaddressesunique challenges, limitations, andnewtrends in sportsmarketing, as wellasthemarketingof sports productsandthe use of sports tomarket non-sports products.Topics include the sportsmarketingmix,marketsegmentation, sportsconsumer behavior, branding, and sponsorship.

RequiredPrerequisites(includingminimumgrade):

  • For allstudents:ACCTG1,ECON 3
  • For Kinesiologymajors: KINES 10, 15,20(or by permissionofthe instructor)
  • For BUSADmajors: BUSAD10 andBUSAD40

Learning Outcomes

Uponcompletionofthis course, students will be ableto:

1.Identifythe unique aspectsofmarketingin relationtosport, anddevelopanunderstandingof sport asindustryandthe fanas consumer

2.Describe,analyze,andapply keymarketingconceptsandstrategies tocollegiateor professional sportscontexts

3.Comprehendtheroleof segmentationandtargetmarketsinthe sportmarketingplanning

process

4.Understandkey consumerbehaviorconceptsandtheir implications for sportbehaviorandsport marketing

5.Criticallyevaluatevarious sport promotional concepts

6.Applymarketingandbrandingstrategies toa live event

7.Think critically about the fieldofsportsmarketingaswellascommunicate ideaseffectively in bothoralandwrittenforms

RequiredText(s):

  • Fetchko,M.J., Roy,D.P.,Clow,K.E.(2013).Sports Marketing. Boston,MA:Pearson Education, Inc. ISBN:978-0-13-213546-7.One copyofthe textcanbefoundonreserve in the SMCLibrary.
  • Additional readings andassignment descriptions will be availableonGaelLearn.

Grades andEvaluation

Fans v.Consumers5points

As anintroductiontosports marketing,studentswill be asked todescribe the differencesbetweenfans andconsumerswithout conductingresearchorconsultingothers.Thisassignment shouldbe nomore thantwo, typed, double-spaced pages.Late assignmentswillnot beaccepted.

Sports MarketinginAction4 of 5@25 pointseach

Studentsmustcomplete FOURoutof the FIVE available sportsmarketingin actionassignments.The optionsinclude:sports consumption,marketingenvironment, brandingfit,sportingeventanalysis, and/orcurrentevents andthe sportsmarketingmix.Five pointsperdaywill bedeductedfor each day that theassignment islate.Further details about eachassignmentwill be providedin class.

Quizzes7@10 pointseach

Unannounced quizzeswillbe givenat the beginning of class andwill coveronlymaterialassigned for that day’sclass.Studentswhoread carefully andclosely shouldhave little difficultyexcellinginthis area. Studentsmaynotmakeupmissedquizzes.

Exams2@100 pointseach

Theexamswillincludeessay-stylequestions.Theexamsmustbetaken/completedonthedayassignedand willstronglyemphasizecriticalthinkingandtheapplicationofthematerialscoveredinclass.Examswillbe closed-bookandclosed-note.Astudyguidewillbeprovidedforeachexam.

SpecialGame Day MarketingPlanPresentation125 points

Ingroups offour,studentswill be responsiblefordevelopingamarketingproposal forthe St.Mary’s Collegeathletic department (basedoninformationandguidelinesprovided inthe assignment instructions).Eachgroupwill beexpectedtointegrate ideas andconcepts learned throughout the semester intotheirplan. Furthermore,eachgroupwillbe expected toprovidearationaleforeach component oftheplan.Each groupwill prepare awritten,20page proposalanddelivera 15-minute oralpresentationtothe class atthe endofthe semester.Further detailswill be providedin class.

GradingScale(500 pointstotal)

A = 450–500 pts.
B =400– 449 pts.
C =350– 399 pts.
D= 300–349 pts.
F = 229 pts.

Attendance

Your classmatesandI value your attendanceandparticipation.Please cometoclass ontime and prepared.Theattendance policy forthis courseis as follows:youmaymiss twoclasseswith nopenalty

(exceptmissingthatday’smaterial, whichyoumustget froma classmate); the thirdabsencewill lower your final grade byone-thirdof a letter, the fourth by two-thirds,andso on.

AcademicIntegrity

Saint Mary’s Collegeexpectseverymemberof itscommunitytoabide bythe Academic Honor Code. Accordingtothe Code, “Academic dishonesty is a seriousviolationofCollege policy because, amongother things, it undermines thebondsof trustandhonesty betweenmembers ofthe community.”Violationsofthe Code include butarenot limited toactsof plagiarism. For more information,pleaseconsultthe Student Handbook at

resources/student-handbook. Accordingly,allpapersandresponsesmustbe your ownwork andmust be original for thiscourse.All sources that youuse (either directlyor indirectly)mustbe cited ina consistentmanner.

Tohelpensureadherence totheSMCHonor Codewewill be usingturnitin.cominthis class. Thismeans that students will be responsible forsubmittingall course projectsintoturnitin.comaccessiblethrough our GaelLearnsite.Assignmentsnotsubmittedtoturnitin.comwill not be gradedandstudentswill not be givencredit forcompletingthe assignment untilthis processiscomplete.

Diversity Statement

The SchoolofLiberal Artsat SaintMary’sCollege hasthreeeducational purposes:1)tofreethemind fromignorance anderror;2) tofoster self-discovery andpersonal development;and3) topromote understandingof the worldandone’splacein it. Inaccordancewiththesegoalsandincompliancewith applicable lawsanditsownpolicy, SaintMary’s College prohibitsdiscriminationagainstanymemberof the school’s communityonthe basisof race, color,religion, nationalorigin, age,sex/gender/marital status, ancestry, sexualorientation,medical conditionor physicalormentaldisability. Furthermore,the curriculumis designed, implemented, andevaluatedina manner thatpromotesthe acquisitionand applicationof knowledge,skills, anddispositions necessary tohelp all studentslearn.

Student Disability Services

Student DisabilityServicesextends reasonable andappropriate accommodationsthat takeintoaccount the contextof the course anditsessentialelementsfor individuals with qualifyingdisabilities. Students with disabilitiesareencouraged to contactthe StudentDisabilityServicesOfficeat (925) 631-4358 toset upa confidentialappointment todiscussaccommodationguidelinesandavailable services.Additional informationregardingthe servicesavailablemay be foundat the followingaddress onthe SaintMary’s website:

Technology Policies

Toavoiddistractionofyour colleaguesandthe professor,youareprohibited fromusingpersonal technology devices for anythingotherthaninstructorassigned tasks duringclass.Your deskmust be clearof all personalelectronic devices,includingcellphones. Foreach infractionof this policy,your final grade may bereduced by one letter gradeforeachincident.

Students areexpectedtochecktheir SMC emailaccounts onadailybasis.If youprefer nottouseyour SMC emailaccount, pleaseforwardyour emailtoadifferent account.SMCemailis considered an officialformof communication.

Whenemailingme, donotuse“text language.”Instead, every emailshouldinclude a short and accuratesubjectheader,aproper salutation(i.e.,ProfessorWilliams),a clearmessage written in complete sentences, and anappropriateclosing.Reread your emailsfor propergrammar andspelling beforesending.

Class Schedule (subject tochange)

Week / Dates / Topic / ReadingsAssignments
1 / February12 / Introductions & Syllabus / Visit andfamiliarize yourself withGaelLearn Buy textbook
February14 / Sports Fans / The FanChallenge(Rein,Kotler,Shields, 2006)
In-class film:America’sParkingLot(70min)
DUE:Fans v.Consumers
2 / February19 / SportsMarketing / Chapter 1(pp. 2-25)
February21 / The MaterialCultureof Sport (Hardy,Loy,Booth, 2009)
3 / February26 / ExaminingSports Entertainment Consumption / Chapter 2(pp. 26-53)
February28 / MarketingMurderball(Byon, Cottingham,Carroll, 2010)
Murderball (DVD)@ SMCLibrary onreserve (88min.)
DUE:Marketing inActionOption#1
4 / March5 / Understandingthe Market / Chapter 3(pp. 54-85)
March7 / SavannahSandGnats (Lachowetz,Dees, Todd, &Ryan, 2009) Coca-Colavs.PepsiCo. (McKelvey,2006)
5 / March12 / Segmenting / Chapter 4(pp. 86-115)
March14 / Girl Power (Bradish,Lanthrop, &Sedgwick,2001)
The Roleof InvolvementinSportsSport Spectatorshipin Sponsor’sBrandUse (Bennett,Ferreira, Lee,Polite,2009)
DUE:Marketing inActionOption#2
6 / March19 / Workingin Sports Marketing / Chapter 14 (pp.362-374)
GuestSpeaker:LeilaniWager, SMCAsst. ADforMarketing& Promotions
March21 / EXAM#1 / EXAM#1
7 / March2628 / SPRINGBREAK
8 / April2 / Branding / Branding101(Twitchell,2004) What’s inaName (Banowetz, 2009)
April4 / Chapter 5(pp. 116-145)
GuestSpeaker:Helen Gould, Principal, BrandStuff
9 / April9 / Corporate Social Responsibility& Cause-Related Marketing / Corporate SocialResponsibilityin Sport (Godfrey,2009) More thanJusta Game? (Babiak &Wolfe,2006)
April11 / Nike’s Corporate Interest LivesStrong(McGloneMartin, 2006) MaybeIt IsAboutthe Bike(Sparevo,Warner,Pratt,2012)
In-class film:NoLogo (42minutes)
DUE:Marketing inActionOption#3
10 / April16 / Product / Chapter 6(pp. 146-173)
The Sellingof CandaceParker (Glock, 2009)
April18 / Platform/Place / PlaceorProductDistribution(Mullin, Hardy,Sutton, 2007) Location,Location,Location(Schneider &Bradish,2006)
11 / April23 / Promotion / EventPromotion(Helitzer,2006)
In-class film:DiscoDemolition (60minutes)
April25 / Profit/Price / DevelopingaPricingStrategyfortheLADodgers(Parris,Drayer,Shapiro,2012)
TacticsUsedby SportsOrganizationsinthe US (HowardCrompton, 2004)
DUE:Marketing inActionOption#4
12 / April30 / Chapter 7(pp. 174-203)
Experiential Marketing
May2 / SportscapeFactors InfluencingSpectator Attendance(Lambrecht,Kaefer,
Ramenofsky,2009)
RelationshipMarketingandInteractiveFan Festivals(JowdyMcDonald,2002)
13 / May7 / Sponsorship / Chapter 11 (pp.284-313)
SponsorshipandGay Sport(Jarvis,2002)
May9 / EXAM#2 / EXAM#2
14 / May 14 / Future of Sports Marketing / What You’llSee in2013(Fisher, 2013)
DUE:Marketing inActionOption#5
May 16 / Wrap-up / Noreading!
EXAM WEEK / Tuesday,May 21 / DUE: SpecialGameDay MarketingPlansPresentations(9:00-11:00am)

ReviewofLibraryResources

NewCourseProposal:BUSAD130:SportsMarketing

Forthe2013-2014budget year,thematerialsallocationforBusinessis$33,344.49.Fromthis,materialstosupporttheentirescopeofcurricularneedsoftheSchoolofEconomicsandBusinessAdministration(i.e.,marketing,globalbusiness,management)arepurchased.The2013-2014materialsallocationforKinesiologyis

$10,962.01.Thisamountisusedtopurchasenewmonographsandvideoresourcesinthevariousphysicaleducationandcoaching,sportsandrecreationmanagement,andhealthandhumanperformancetopicstaughtatSaintMary’sCollegefortheundergraduateandgraduatemajors,aswellasallstudentstakingKinesiologycoursesaselectives.Bothoftheseallocationscontributetopurchasematerialsrelatedtosportmanagementandmarketing.

Books

Thefollowingisasampleofbooktitlesselectedfromthewholecollectionthatarerelatedtothestatedtopicsofinteresttothecourse(i.e.marketanalysis,segmentation,consumerbehavior,sponsorship,andbranding):

  • HandbookofSportsMarketingResearch/eds.KennedyMarkula(2012)
  • DevelopingSuccessfulSportMarketingPlans/Stotlar(2009)
  • ConsumerBehaviorKnowledgeforEffectiveSportsandEventMarketing/ed.Kahle(2011)
  • SportsEntrepreneurship:TheoryandPractice/eds.CilettiChadwick(2012)
  • AdvancedTheoryandPracticeinSportMarketing/Schwartz(2013)

Abetterideaofthecollectioncanbehadbylookingthroughourholdingsinafewoftheappropriatesubjectheadings.InSports—Marketing,wecurrentlyhave23titles;inSports—EconomicAspects,wehave49titles.Happily,themajorityofthetitlesintheareaofourcollectionarepublished withinthelast10years.TheBusinessandKinesiologylibrarianswillcontinuetoworkwiththeinstructorofthisproposedcoursetoaddmorerelevanttitlesandresources.

DatabasesandPeriodicalLiterature

Manyexistingonlineperiodicalliteraturedatabaseswillprovidesupportforthiscourse,including

  • BusinessSourcePremier
  • ABI/Inform
  • Emerald
  • PhysicalEducationIndex

Thesedatabasesprovideindexing,andinmostcasesfull-text,forbothpopularandscholarlyarticlesoninthefieldofmarketingandthebusinessenvironmentinsportsandrecreation.Eitherthroughthesedatabases,oneofourother160+databases,ortraditionalindividualsubscription,theLibraryprovidesaccesstothousandsofkeyjournalsinthemarketingfield.Specifically,ourcollectionincludesfiveofthesixtopjournalsasdefinedinJ.

RichardShannon’siexaminationoftheacademicpublishingfieldinsportsmarketing:

  • SportMarketingQuarterly((2000-present)
  • JournalofSportBehavior(1980-present)
  • JournalofSportandSocialIssues(1977-present)
  • JournalofSportManagement(1987-present)
  • JournalofServicesMarketing(1987-present)

(Note:Thetitlelistedinthatarticlethat wedonothaveaccesstoisCyber-JournalofSports Marketing,asmallonlinejournalthathassinceceasedpublication.)

Providingfortheuniquemarketing,industry,anddemographicdataneedfortheassignmentsproposedinthiscourse,wealsoofferaccessto

  • PlunkettResearchOnline
  • Mintel
  • Euromonitor’sPassportGMID

InformationLiteracyInstruction

Thisupperdivisioncoursehasaresearchassignmentcomponent,andsuchcoursesusuallyincludeavisitfromaLibrarian.StudentsintheKinesiologymajorwhoenrollinthisclassarerequiredtohavefirsttakenKINES10(IntroductiontoKinesiology)andKINES15(MeasurementandEvaluationinKinesiology),bothcourseswithintensiveinformationliteracyinstructionalreadyinplace.TherequirementsforstudentswithBusinessmajorsareBUSAD10andBUSAD40;neitherofthesecourseshaveanyinformationliteracyprograminplaceatthispoint.TheBusinesslibrarianwillworkwiththeSportsMarketinginstructortoplanalibraryinstructionsessiontointroducetheuniqueneeds,resources,andstrategiesinbusiness-relatedresearch,whichwillnothavebeencoveredinKINES10or15,andwhichwouldbenewtoanyBusinessmajors.

Respectfullysubmitted,

SarahVitalAssistantLibrarianSeptember9,2013

iShannon,J.R.(1999).Sportsmarketing:anexaminationofacademicmarketingpublication. JournalofServicesMarketing,13(6),517-535.