Sport Marketing - MKT 220


MKT 220


Matthew Spott, MBA






Office Hours:

Call or email me anytime between 10amET and 8pmET





Mandatory Text: Sport Marketing 4th Edition.  B. Mullin, S. Hardy, & W. Sutton.  2014.  ISBN:

ISBN: 9781450424981


Description:  Students in this course will receive an in-depth view of marketing practices, procedures and

operations as they pertain to professions, college and recreational sport organizations and

enterprises. The course will familiarize students with the challenges of sponsorship,

merchandising, sport consumer demographics and behavior. Students will explore branding,

sales and service, engagement and activation, community relations, social media, legal issues,

integration, and the future of sport marketing. (3 credits) Prerequisite: MKT105


Credit Hours: Three Semester Hours


Learning Objectives:

  1. Identify and reflect on the distinctions among the 5 P’s of sport marketing (product, price, promotion, place, and people)
  2. Investigate and explain what makes sport marketing and the sport consumer unique; the role of public relations in the sport industry will be addressed.
  3. Recognize the role of research in developing a marketing plan, including a focus on consumer demographics and behavior.
  4. Identify the impact of product styles and trends on licensing and sponsorships.
  5. Recognize factors that influence promotional strategies, including the use of social media.

In addition, the following institutional learning goals have been established to help students expand their learning from this particular course into the greater world:

  1. Apply logical principles in ways that solve problems effectively through information-seeking and objective evaluation (Critical Thinking).
  2. Express ideas orally/in writing that are clear, correct, and thoughtful (Communication Skills).
  3. Demonstrate sensitivity to the socio-economic, political, cultural, and ecological environment (Diversity/Global Awareness).
  4. Interact with others with an attitude of openness, empathy, and good will (Respect for Others).
  5. Work effectively with others in a common activity to achieve a shared goal (Teamwork).
  6. Demonstrate a willingness to update skills, abilities, and knowledge (Life-long Learning).
  7. Apply theoretical concepts into practical application (Knowledge Application).
  8. Use science & technology effectively within the appropriate setting (Science/Technology Skills).
  9. Determine the information needed, and then locate, evaluate, organize, and properly credit the information for a particular assignment (Information Literacy).




This course is structured around class participation, including activities, homework, and assessments. I evaluate participation based on asking/answering questions and students’ presence during the classroom sessions. Note taking and attention should be a priority. Preparation is expected; readings, presentations, and homework. The course schedule is subject to change.




There will be two exams given throughout the semester.  Each exam will be worth 20% of the students’ final grade.  The exams will NOT be comprehensive.  Exams will consist of both multiple choice and essay questions.  Exams will be timed (3 hours) and academic integrity is expected.  Students will have one attempt to take the exam, retakes will not be given.   


Marketing Plan:

Students will be required to design a Marketing Plan for a product or service of their choice.  You will be developing a plan which includes an executive summary, product description, SWOT analysis, marketing strategy, target market, and marketing mix to promote this product/ service for a company.  At the end of the semester, you have to prepare and turn in the final project. 



Getting to Know Me                       5 Points

4 Case Studies                                   20 Points (5 Points Each)

Participation                                       70 Points (10 Points Per Discussion Week)

Midterm                                              50 Points

Final                                                       50 Points

Sports Marketing Plan                    60 Points

Total Points =                                     255 Points



Formal Writing Assignments:

•  All assignments must be typed. 

•  Paragraphs must be double-spaced.

•  All writing assignments are turned-in with a hard copy, email submissions will only be accepted if prior approval is given.

•  Correct Spelling/Grammar is expected. Use spell-check, grammar-check, and friend-check!

•  Please use Times New Roman 12-point font; nothing larger.

•  Paper length is at the discretion of the instructor – check the Portal for details per assignment.

•  Researched material must be published within the last five years and cited appropriately. Using a Writer’s Reference Manual that will be helpful throughout your college career is highly recommended. Appointments at The Writing Center are available through the Portal.

•  I encourage students to re-write formal papers if they are personally unsatisfied with the original grade. Any student earning a ‘D’ or ‘F’ (not due to plagiarism) may be required to utilize the Writing Center when submitting a re-write of the assignment.


Online Course Attendance Policy  


Attendance is defined by participating in an academic activity within the online classroom, which includes posting in a graded discussion forum or submitting a written assignment. Postings not related to the aforementioned activities will not count for attendance purposes.


# of Days Required for Discussion in an Online Course

Maximum # of Weeks Allowed without Discussion 


Twice on any four days in a week (8 total)




  • You are required to engage in discussion at least TWICE on FOUR days throughout the week for a total of EIGHT posts in all, minimum (4 times per question). 
  • You should respond to the initial DQs posted AND respond to your classmates.
  • Responses MUST be substantive. See the document titled Good Discussions in your Handouts and Links.
  • Responses that do not move the conversation forward by providing information to which others can respond and build upon will NOT be counted toward your weekly score.
  • Students who miss one week of discussion will be DROPPED from the course.
  • Students who do not log on to the course within the drop/add period for the course will be DROPPED from the course. 


Online Course Discussion Policy

In order to understand, remember, and benefit from what we learn in class, discussion and interaction are critical. Responses such as, “I like what you said.” “I agree.” Or “Good thinking.” are NOT acceptable. Also, you should NOT simply repeat what someone else has already said.

You MUST post no less than 8 times per week – twice on any four days.

Good Discussions in Handouts and Links will help you, but you should also use this rubric to gain all possible points for your contributions and, more importantly, to get the most out of our class discussion!





Online Classroom Discussion and Interaction Rubric

10 points per week for a total of 70 points

What Should I Do?

Points Available

Did I do This?


Answer both Discussion Questions directly demonstrating a clear understanding of the material, support your response with research or reading, and promote conversation (2 posts)




Respond to at least two classmates’ posts (2 posts)




Continue both conversations with at least one additional reply to each peer (2 posts)




Respond to at least one of the teacher’s secondary questions, conversing with a classmate who responds to the same question (2 posts)




Be sure all responses are detailed and clear and are posted twice on four separate days.




Be sure that all responses relate to the course reading and notes, your own everyday life, or to both




Provides the class with a response that is non-generic and inspiring – meaning that they learn from what you have contributed and can continue the conversation




Use proper grammar, spelling, and netiquette































Case Study Writing Assignment Rubric



0-1 pts

1-2 pts

2-3.5 pts

3.5-5 pts




Reader cannot understand paper because there is no sequence of information.

Reader has difficulty following paper because student jumps around.

Student presents information in logical sequence which reader can follow.

Student presents information in logical, interesting sequence which reader can follow.



Subject Knowledge

Student does not have grasp of information; student cannot answer questions about subject.

Student is uncomfortable with information and is able to answer only rudimentary questions.

Student is at ease with expected answers to all questions, but fails to elaborate.

Student demonstrates full knowledge (more than required) by answering all class questions with explanations and elaboration.




Student's paper has 10 or more spelling errors and/or grammatical errors.

Paper has 6-9 misspellings and/or grammatical errors.

Paper has no more than 5 misspellings and/or grammatical errors.

Paper has no misspellings or grammatical errors.



Guidelines Followed

Student did not follow any of the writing assignment guidelines from the course syllabus.

Student followed some of the writing assignment guidelines from the course syllabus.

Student followed most of the writing assignment guidelines from the course syllabus.

Student followed all of the writing assignment guidelines from the course syllabus.




Student did not address the purpose of the assignment at all. Reader could not discern the intent of the paper.

Student addressed less than 50% of the purpose of the assignment, as stated on the Portal.

Student addressed more than 50% of the purpose of the assignment, as stated on the Portal.

Student accurately and creatively addressed the purpose of the assignment, as stated on the Portal.




















Sports Marketing Project Rubric


0-25 pts

25-50 pts

50-60 pts

60-70 pts



Audience cannot understand presentation because there is no sequence of information.

Audience has difficulty following presentation because student jumps around.

Student presents information in logical sequence which audience can follow.

Student presents information in logical, interesting sequence which audience can follow.


Subject Knowledge

Student does not have grasp of information; student cannot answer questions about subject.

Student is uncomfortable with information and is able to answer only rudimentary questions.

Student is at ease with expected answers to all questions, but fails to elaborate.

Student demonstrates full knowledge (more than required) by answering all class questions with explanations and elaboration.



Student uses superfluous graphics or no graphics

Student occasionally uses graphics that rarely support text and presentation.

Student's graphics relate to text and presentation.

Student's graphics explain and reinforce screen text and presentation.



Student's presentation has four or more spelling errors and/or grammatical errors.

Presentation has three misspellings and/or grammatical errors.

Presentation has no more than two misspellings and/or grammatical errors.

Presentation has no misspellings or grammatical errors.


Eye Contact

Student reads all of report with no eye contact.

Student occasionally uses eye contact, but still reads most of report.

Student maintains eye contact most of the time but frequently returns to notes.

Student maintains eye contact with audience, seldom returning to notes.



Student mumbles, incorrectly pronounces terms, and speaks too quietly for students in the back of class to hear.

Student's voice is low. Student incorrectly pronounces terms. Audience members have difficulty hearing presentation.

Student's voice is clear. Student pronounces most words correctly. Most audience members can hear presentation.

Student uses a clear voice and correct, precise pronunciation of terms so that all audience members can hear presentation.




Withdrawal Policy

A student has the privilege of withdrawing from any courses or from the College itself without academic penalty up to and including the final date for withdrawal indicated on the College calendar.

To withdraw officially from a course or from the College, a student must obtain the proper withdrawal form from the Student Affairs Office or from your Center Director, complete this form and submit it to the Registrar's Office before the final day for withdrawal without academic penalty as indicated on the College calendar. If a student stops attending a course for which he/she is registered after the published census date (end of drop/add) without having officially withdrawn from the course, the student will be assigned an AW (penalty-grade failure) for the class. No exceptions will be made.

Students who violate the College's Academic Integrity Policy and fail a course in consequence may not exercise the withdrawal privilege in that particular course.


Financial obligations to the College will be determined according to the Refund Policy.


Instructor Policies

  • The instructor is not responsible for reminding students of due dates
  • Ask for help, and you shall receive





Letter Grade

Numeric Range

Quality Points


96 – 100



90 – 95



87 – 89



83 – 86



80 – 82



77 – 79



73 – 76



70 – 72



67 – 69



60 – 66



0 – 59



Due Dates and Late Penalties

  • The grace period for late assignments is as follows:
    • 1 day late-10% deduction off of the assignment grade
    • 2 days late-20% off of the assignment grade
    • 3 days late-the assignment will receive a grade of 0%
  • There will be no “extra credit.”


Academic Integrity

Academic dishonesty in any form, such as plagiarism and cheating, will not be tolerated. Sanctions will include an automatic F for plagiarism, but the severity or frequency of the violation may result in dismissal from the College as well. Please see the Student Handbook for a complete explanation.


The following are among the forms of dishonesty, in a classroom of any type, for which sanctions may be applied:

  • Using books, notes or other materials during an examination, unless expressly permitted;
  • Using purchased essays, term papers or preparatory research for such papers;
  • Copying others' work or engaging in unauthorized cooperation during an assignment or examination;
  • Allowing another student to copy from an examination or other assignment intended to be performed independently;
  • Borrowing from published works, whether material is taken verbatim or with minor alterations, without proper and/or sufficient acknowledgment;
  • Submitting as one’s own work originally done by someone else;
  • Submitting the same written report in more than one course without prior approval from the instructor(s) involved;
  • Stealing examinations or assignments;
  • Supplying or selling examinations or assignments;
  • Misrepresenting statements concerning work submitted;
  • Falsifying or fabricating experimental data or results;
  • Falsifying or fabricating the need for extensions on papers or make-up examinations.
  • Misrepresenting identity in an online course


(Please see student handbook for more information)


Disability Statement

Lackawanna College is an Affirmative Action, Equal Employment Opportunity institution.  Students with disabilities and other needs should feel free to contact the instructor privately if there are services and adaptations which can be made to accommodate specific needs.  Students who are having difficulties with class material are strongly advised to seek assistance in the reading and writing lab.  If you feel that you have a disability that has not been formally documented, you may meet with Mrs. Christine Kiehart in the academic development office to discuss your options. Please note that disability services do not include exemption from participation requirements in courses considered part of the School of Distance Education, including online and hybrid courses.

Lackawanna College Notice of Nondiscrimination

Lackawanna College will not discriminate in its educational programs, activities, or employment practices, based on race, color, national origin, sexual orientation, disability, age, religion, ancestry, union membership, or any other legally protected classification. Announcement of this policy is in accordance with State Law including the Pennsylvania Human Relations Act and with Federal Law including Titles VI and VII of the Civil Rights Act of 1964, Title IX of the Education Amendments of 1972, Sections 503 and 504 of the Rehabilitation Act of 1973, the Age Discrimination Act of 1975, and Americans with Disabilities Act of 1990.


Title IX of the Education Amendment of 1972 is a federal civil rights law that prohibits discrimination on the basis of sex in federally funded education programs and activities. Lackawanna College is committed to providing an educational and work environment that is free from unlawful sexual discrimination including sexual harassment, sexual violence, and gender based harassment. 


In accordance with Title IX of the Education Amendments of 1972, Lackawanna College will not tolerate any forms of sexual misconduct including but not limited to: sexual harassment, sexual assault, sexual violence and gender-based harassment by employees, students or third parties. This includes prohibiting discrimination against pregnant and parenting students. The College also prohibits retaliation against any person who makes a claim of discrimination or harassment or who provides information in such an investigation. This policy applies to admissions, employment, treatment and access to all programs and activities that take place either on or off the campus at Lackawanna College. 


Lackawanna College will fully and promptly investigate all allegations of sexual misconduct and will take action reasonably designed to resolve the complaint in an equitable manner, end a hostile environment if one has been created, prevent its recurrence, and, when appropriate, take steps to remedy its effects on individuals and the college community.

Lackawanna College complies with Title IX and all other federal laws and regulations that prohibit discrimination in education programs or activities receiving federal financial assistance.

Reports or inquiries regarding nondiscrimination should be made to:

Title IX Coordinator/ Executive Director of the Student Wellness Program, Marsha Pigga, Angeli Hall, Room 102, 501 Vine Street, Scranton PA, 18509 (570) 955-1466/ (570) 677-7589,

Equal Opportunity and Affirmative Action inquiries: Georgia Egan, Affirmative Action Officer/Director of Continuing Education, Angeli Hall, Room 300C, Vine Street, Scranton PA (570) 961-7815, or Tony Ferrese, Affirmative Action Officer/Seeley Hall Residence Director, Seeley Hall, First Floor, North Washington Avenue, Scranton PA, (570) 504-1760,

Additional information regarding Title IX requirements and how to file a complaint with the Office of Civil Rights: Office of Civil Rights at, 800-421-3481. Philadelphia Office: Office for Civil Rights U.S. Department of Education, The Wanamaker Building,100 Penn Square East, Suite 515, Philadelphia, PA 19107-3323 Telephone: 215-656-8541, Email:   


Portfolio and Coursework

Lackawanna College will empower you to experience learning by inspiring your critical thinking, accessing your talents and skills, motivating you toward a career choice, and encouraging you to make a difference. In evidence of this learning, the College requires a graduation portfolio containing Career Documents, including a résumé, two letters of recommendation, and a career exploration; Core Coursework, including a research paper from College Writing; three sample papers or projects from Major Coursework; and a Lackawanna College Reflection Paper.




Course Schedule


Topics & Chapters

Course Objective Met

Related Assignment, Assessment, or Learning Activity

Week 1:

Chapters 1 -3


1.) Discussions Week 1                                               2.) Getting To Know You                                            3.) Navigation Quiz                      
4.) Syllabus Quiz

5.) Chapter Readings

Week 2:

Chapters 4 - 5


1.) Discussions Week 2                        
2.) Case Study 1  

3.) Chapter Readings

Week 3:

Chapters 6 - 7


1.) Discussions Week 3                                                2.) Marketing Plan- Progress Check                                                         3.) Midterm Exam Chapters 1-7

4.) Chapter Readings

Week 4:

Chapter 8 -10


1.) Discussions Week 4

2.) Chapter Readings   

3.) Case Study 2                              

Week 5:

Chapters 11- 13                                      


1.) Discussion Week 5                                                 2.) Chapter Readings

3.) Case Study 3                                          

Week 6:

Chapters 14 - 15


1.) Discussion Week 6                                                2.) Chapter Readings

3.) Case Study 4

Week 7

Chapter 16


1.) Discussions Week

2.) Final Exam

3.) Marketing Project Due   

4.) Chapter Readings