Winter 2011, MKT829 Page 1

Business Management

MKT 829

International Sport Marketing

INSTRUCTOR INFORMATION

Name: Fernando E. Pardo

Office Telephone Number: 416-979-5000, ext.7504

E-mail Address: fpardo@ryerson.ca

Office Location: TRS 1-123

Consultation Hours: As posted on the Blackboard site. Office hours for weeks 1-6 are by

appointment only. Please email me at the email address above to schedule a time during posted office

hours. Weeks 7- 12, I will have posted hours via blackboard.

COURSE INFORMATION

Pre-requisites and/or Exclusions: MKT 100 or Direct Entry

Posting of Grades and Feedback on Work: Grades on assignments and tests will be posted on the

Blackboard site for the course. All assignments submitted for grading will be handed back within

three weeks, except for the final assignment which will be available for pick-up after official final

grades are available.

E-mail Communication: Students must use the e-mail address listed above to communicate with the

instructor. E-mails and Blackboard bulletin board postings sent Monday to Friday will be answered

within 48 hours. In the subject heading insert:”MKT829”. Students are required to activate and

maintain a Ryerson Matrix e-mail account. This shall be the official means by which you will receive

university communications. Faculty will not respond to student enquiries from any other e-mail

address. See Pol# 157 found at www.ryerson.ca/senate/policies/ for further information on this issue.

GENERAL COURSE QUESTIONS: Students are always encouraged to use class time or

Office hours to ask questions about the course readings, assignments, tests, project, etc. However, in

certain instances students may chose to submit an electronic question. Students must use the General

Course Questions discussion board as the method of asking questions electronically. Include a brief

question in the reply to posting “Subject” line. Feel free to elaborate on your question in the textbox

provided. General course questions sent to the course email address will not be answered. You will be

redirected to post the question on the discussion board above. General Course Questions discussion

board postings posted Monday to Friday will generally be answered within 48 hours.

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CALENDAR COURSE DESCRIPTION

This course exposes students to the growing field of sport marketing with particular focus on

acquainting marketing majors, marketing minors and interested students from related fields (e.g.

fashion, retail, hospitality and tourism, etc.) with the theory and practice of marketing specific to

sport organizations. The course adopts an applied approach and emphasizes both professional and

Olympic sport, focusing on the practical application of theory. Topics include sport agents, marketing

world sporting events, financing, marketing sport facilities, ambush marketing, events sponsorship,

and anti-doping.

COURSE OVERVIEW

Learning Goals Learning Objectives Assurances of Learning

Core learning goals for all courses

in the Faculty of Business

Performance to be

demonstrated in specific

terms

Assessment (s) that

correspond to the

learning objective.

Communications:

▪ Expresses ideas (orally and in

writing) effectively, and conveys

information appropriately and

accurately including the use of the

range of media that are widely used

in business.

Students will participate

effectively in case discussions

in class.

Students will submit

appropriate written responses

to questions related to sport

marketing cases.

Participation grade,

Hand-in assessments

Ethical understanding and

reasoning

▪ Recognize and analyze ethical

problems and choose and defend

resolutions for practical solutions

that occur in organizational

environments.

Students will discuss the

ethical dilemmas faced by

specific companies in class

case discussions

Participation grade,

Multiple choice

Analytical skills

▪ Relate and compare data from

different sources, identifying issues,

securing relevant information and

identifying relationships.

Students will synthesize

information from other

sources to contribute to class

case discussions, to answer

questions for hand-in

assignments, and to answer

application questions on

multiple-choice tests.

Participation grade,

Hand-in assignments

Multiple choice

Multicultural and Diversity

▪ Demonstrate self-awareness,

sensitivity and openness to diversity

in terms of people, cultures,

business and management issues.

Students will demonstrate

sensitivity to multicultural

issues related to both the

companies under discussion

in classroom discussions and

assignments hand-ins as well

Participation grade,

Hand-in assignments

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as their fellow classmates.

Critical and reflective thinking

▪ Identify assumptions, evaluate

statements in terms of evidence,

detect false logic or reasoning,

identify implicit values, define

terms adequately and generalize

appropriately.

Students will reflect on their

assumptions and the evidence

presented through class case

discussions and hand-in

assignments.

Participation grade,

Hand-in assignments

Problem solving

▪ Identify, formulate and solve

business problems using appropriate

quantitative and qualitative skills

including creating, evaluating and

assessing a range of options, and

having the capability to apply ideas

and knowledge to a range of

situations.

Students will work through

the solutions to common sport

marketing problems using

marketing theory and

concepts through case

discussions.

Participation grade,

Hand-in assignments

Ethical and legal responsibility

▪ Develop a personal philosophy

about ethical issues and behaviour.

Students will develop an

understanding of why ethical

behaviour is important when

making marketing decisions

and developing marketing

strategies through classroom

discussions.

Participation grade,

Multiple choice

Financial theories and analysis

▪ Understand basic financial

terminology used in organizations

and be able to construct and

maintain basic financial records.

Students will develop an

understanding of the

importance of the financial

aspects of marketing and will

develop fundamental

marketing math skills

Participation grade,

Hand-in assignment

Multiple choice

Creation of value through

integrated production

▪ Understand how to organize

component elements and functions.

▪ Demonstrate relevant knowledge

and understanding of organizations,

the external environment in which

they operate, how they are

managed, and the future of

organizations.

Students will understand the

value chain, its role

marketing strategy and the

impact of the external

environment on marketing

decisions through case

discussions.

Participation grade,

Hand-in assignments,

Multiple choice

Group and individual dynamics

▪ Demonstrate effective self-

management in terms of time

planning, behavior, motivation, self-

Students will work in groups

on the hand-in assignments

and during in-class

application exercises.

Participation grade

Hand-in assignments

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starting, individual initiative and

enterprise.

▪ Demonstrate the use of

interpersonal skills, such as

effective listening, negotiating,

persuasion and presentation.

▪ Perform effectively within a

heterogeneous team environment

and demonstrate leadership, team

building, influencing and project

management skills.

Social and economic context of

business

▪ Understand the economics of

business and the business benefits

and social and commercial realities

from all stakeholder perspectives.

Students will expand their

view of business through case

discussions and application

exercises.

Participation grade

Specialized program goals for Marketing Majors

Marketing Theory

▪ Understand the 4P’s of marketing

and the underlying theories of

marketing and market forces.

Students will use marketing

theory to answer questions

related to cases and other

applications.

Participation grade,

Hand-in assignments,

Multiple choice

This course has four overarching objectives:

1. Expose the understanding of sport marketing theory, and applied knowledge

2. How theory can assist in the understanding of the sport marketing industry.

3. Develop and enhance the student’s critical thinking.

4. Having fun while learning.

Upon completion of MKT 829, you should be able to:

1. Discuss key sport marketing theories and concepts such as: the unique elements of the sport

product, sport consumer behavior, brand management in sport, sport relationship marketing,

sport sponsorship, and sport promotion.

2. Apply sport marketing theories within various settings and sectors of the sport industry.

3. Analyze international sport organizations to recognize strategic marketing opportunities.

4. Be able to identify successful sport marketing process.

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EVALUATION

The grade for this course is composed of the mark received for each of the following components:

Type of Assessment Group/Individual Percent/Weight Date

Book Review

Individual 10 Week 3

Jan. 26*

Exam

Individual 25 Week 11

Mar. 23

Sport Marketing

Research Paper

Pairs 20 Week 6

Feb.16*

Sport Marketing

Project

Group 40 Week 12

Mar.30*

Leadership Individual 5 On-going

Total 100%

*All Assignments are due at 1:00 pm in office TRS1-123. You may deliver early to my mail box

found at TRS1-002 Mailbox #67 labeled as Pardo. F

More detailed information is also available on Blackboard about each of the assessments. Students

will receive the results of their first test/term work before the final deadline for dropping courses

without academic penalty. Please be aware that with guest speakers the schedule listed above might

be moved around. Always check blackboard!

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Wk

Date

Topics

Readings

Due Dates

1 Jan. 12 Course Overview

Introduction to Sport Marketing

Sponsorship

Fullerton: Chapter 4

Readings

2 Jan. 19 Post-Event Evaluation Fullerton: Chapter 9 Groups Formed

3 Jan. 26 Licensing

Fullerton: Chapter 12

Book Review

4 Feb. 2 Critical Planning

Graham: Chapter 2

5 Feb.9 Designing, Planning Graham: Chapter 3

6 Feb.16 Providing Hospitality Graham: Chapter 4 Sport Marketing

Research Paper

Feb. 23 STUDY WEEK

7 Mar.2 Finance

Inns & Outs of Sport Event

Graham: Chapter 9

Graham: Chapter 11

8 Mar. 9 Sport Tourism Graham: Chapter 12

9 Mar. 16 Branding of Sport Cities© Blackboard

10 Mar. 23 EXAM

11 Mar. 30 Group Presentations Group Projects

12 April 6 Group Presentations

13 April 13 No Class

TEACHING METHODS

This course will incorporate the following teaching learning/ methods: lectures, cases, problem-

based learning, group projects, seminars, field work, in-class debates, oral presentations, e-mail,

possible field trip and bulletin board discussions.

TEXTS AND READING LISTS

Required: Fernando Pardo, (2011), International Sport MARKETING

(READER BOOK), TED ROGERS SCHOOL OF BUSINESS MANAGEMENT, RYERSON

UNIVERSITY.

Readings: Will be posted on Blackboard. Regular reading of newspapers and magazines pertinent to

the sports industry is strongly suggested, as a student of sport marketing should make every attempt

to learn about current issues facing sport managers.

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OTHER COURSE ISSUES

All communication about the course or material related to the course will be posted on the

Blackboard course site. In addition, all student study resources can be accessed through Blackboard.

Students are expected to check the site regularly for updates.

All written work must be submitted to turnitin.com through the course Blackboard site. Students who

do not want their work submitted to this plagiarism detection service must, by the end of the second

week of class, consult with the instructor to make alternative arrangements.

POLICIES AND COURSE PRACTICES

Course Management

Every effort will be made to manage the course as stated. However, adjustments may be necessary

during the term at the discretion of the instructor. If so, students will be advised, and alterations will

be discussed prior to implementation in class and through an announcement on Blackboard.

TEAM ASSIGNMENTS

Students must contribute equally to their groups’ efforts. Any group finding that a member is not

contributing should advise the Instructor immediately, and confirm by email (cc. entire team). The

Instructor may require that student to change groups, to complete some assignments independently

(B+ grade max.), or another remedy as determined by the Instructor in consultation with the student.

If the group is not functioning, this may result in a Peer Evaluation of the team as outlined later in this

document. Confirmed lack of participation by a student late in the semester will result in a reduced

assignment mark.

Guidelines

Students will form project teams in Week 2 of typically 4-6 students per team.

The instructor will ask teams to select a spokesperson who will communicate with the instructor. If

selected, only the spokesperson will discuss questions concerning the project team work with the

instructor and cc. entire team. The team may select a back up if the spokesperson is unavailable.

Tips/Expectations

Students must make themselves available for midterm and final exam as scheduled.

Students are strongly encouraged to check examination schedules before making holiday or

flight plans.

I am happy to meet with you outside of class to discuss the course, the assignments, or your

potential career in sport marketing. Please feel free to visit during my office hours. If my

office hours don’t work, please do not hesitate to request a meeting at another time.

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I check my email every weekday morning. If you are working on something at night and have

a question, feel free to email me the question. I will respond within 48 hours.

Guest Speakers:

I have invited professionals to be Guest Speakers in the class. I expect the strongest respect with all

Guest Speakers. This includes Being on time, turning off all cell phones, and absolutely no chatting

while the speaker is talking. Please also take advantage of the fact that the guest speaker are there to

assist your learning, ask them lots questions and make them feel appreciated for taking time out of

their busy day to come and share their knowledge.

Why do I want students to participate in class discussions?

I want students to participate so they can learn from each other. We know that active involvement in

learning increases what is remembered, how well it is assimilated, and how the learning is used in

new situations. In making statements to peers about their own thoughts on a class topic, students must

articulate those thoughts and also submit them to (hopefully constructive) examination by others. In

listening to their peers, students hear many different ways of interpreting and applying class material,

and thus are able to integrate many examples of how to use the information. Especially in a course

that stresses application of material, extensive participation in class discussions is an essential

element of students' learning.

ALL WRITTEN WORK MUST BE SUBMITTED TO TURNITIN.COM THROUGH

BLACKBOARD.

Student must keep a copy of their digital receipt (noting their “Paper ID”) that is emailed from

turnitin.com until after they have received a grade for the work submitted via turnitin.com. If a

student does not receive a receipt from Turnitin.com, they must consider that their assignment has not

been received by the instructor and therefore must attempt to resubmit before the deadline. If the

instructor does not received the assignment by the specified deadline and the student cannot provide a

digital receipt, the instructor will consider that the assignment has not been submitted by the deadline

and will therefore not be accepted.

Students who do not want their work submitted to this plagiarism detection service must, by the end

of the second week of class, communicate in writing and consult with the instructor to make

alternative arrangements.

Academic Consideration

Students must submit assignments on time. Failure to do so will result in a penalty of 25% per

day including weekend. There will be no penalty for work missed for a JUSTIFIABLE

REASON.

Students need to inform the instructor of any situation that arises during the semester that may

have an adverse affect on their academic performance and request any necessary considerations

according to the policies and well in advance. Failure to do so will jeopardize any academic

appeals.

o Medical certificates –If a student is going to miss a deadline for an assignment, a test or

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an examination because of illness, he/she must submit a medical certificate (see

www.ryerson.ca/senate/forms/medical.pdf for the certificate) to the instructor within 3

working days of the missed assignment deadline, test or examination.

o Religious observance – If a student needs accommodation because of religious

observance, he/she must submit a formal request to the instructor within the first two

weeks of the class or for a final examination within 5 working days of the posting of the

examination schedule.

o Students with disabilities - In order to facilitate the academic success and access of

students with disabilities, these students should register with the Access Centre

www.ryerson.ca/accesscentre/. Before the first graded work is due, students should also

inform their instructor through an “Accommodation Form for Professors” that they are

registered with the Access Centre and what accommodations are required.

Other valid reasons must be approved by the instructor in advance. If you do not have a justifiable

reason for an absence, you will not be given credit or marks for the work missed during that

absence.

For more detailed information on these issues, please refer to Pol#134 at

www.ryerson.ca/senate/policies/ (Undergraduate Academic Consideration and Appeals) and

Pol#150 www.ryerson.ca/senate/policies/ (Accommodation of Student Religious Observance

Obligations.

Re-grading or Recalculation

1. Once you have read and thought about any comments on your paper, requests must be made

to the instructor within 10 working days of the return of the graded assignment to the class.

These are not grounds for appeal, but are matters for discussion between the student and the

instructor.

2. You have two options:

o Come to office hours to discuss your paper and my comments on it in greater detail;

o And/or submit your paper for re-grading or recalculation.

3. To have your paper re-grading or recalculated, you must resubmit it to me together with a

WRITTEN explanation of why you think that your initial grade is unfair and ought to be

changed. I will only accept papers for re-grading or recalculated if they are accompanied by

a written explanation from the student(s).

4. Finally, please remember that when a paper is regraded it is reassessed from scratch. This

means that a re-grade could result in a grade that is lower than your initial grade rather than

higher. If this happens then you MUST accept the lower grade. (However, if your initial grade

was mistaken, your grade will be raised without penalty.

Academic Integrity

Plagiarism is a serious academic offence and penalties range from zero in an assignment all the

way to expulsion from the university. In any academic exercise, plagiarism occurs when one

offers as one’s own work the words, data, ideas, arguments, calculations, designs or productions

of another without appropriate attribution or when one allows one’s work to be copied. (See the

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Ryerson Library for APA style guide references: www.ryerson.ca/library/ref/style.html).

It is assumed that all examinations and work submitted for evaluation and course credit will be

the product of individual effort, except in the case of team projects arranged for and approved by

the course instructor. Submitting the same work to more than one course, without instructors’

approval, is also considered plagiarism.

For more detailed information on these issues, please refer to the Student Code of Academic

Conduct (see Pol#60 at www.ryerson.ca/senate/policies/ and the Academic Integrity Website

(www.ryerson.ca/academicintegrity).

Standard for Written Work

Students are expected to use an acceptable standard of business communication for all

assignments. You are encouraged to obtain assistance from the Writing Centre

(www.ryerson.ca/writingcentre) for help with your written communications as needed. (See the

Ryerson Library for APA style guide references: www.ryerson.ca/library/subjects

/style/index.html).

Maintaining a Professional Learning Environment

During class time, except in emergency situations, laptop computers, cell phones and other

electronic devices may only be used for academic activities (e.g., note-taking, class

presentations). In order to ensure the least amount of disruption for other students and the

instructor, students who use laptops for taking notes will be expected to sit in the back two

rows in all marketing classes. Therefore, students need to 'power up' ahead of time so to ensure

that they have enough battery power for the duration of the class. Students not complying with

this requirement may be asked to leave the class.

OWNERSHIP OF STUDENT GROUP WORK SUBMITTED FOR ACADEMIC CREDIT

Group work submitted for academic credit will follow the established policy outlined in the

Student Work in Research Policy (See Pol# 63 at www.ryerson.ca/senate/policies/). The content

of any written or oral report based on an assignment given for credit remains the property of

Ryerson University.

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Academic Grading Policy

Evaluation of student performance will follow established academic grading policy outlined in the

Ryerson GPA Policy (See Pol#46 at www.ryerson.ca/senate/policies/. The grading system is

summarized below:

Definition Letter

Grade Grade Point Conversion Range

Excellent

A+ 4.33 90-100

A 4.00 85-89

A- 3.67 80-84

Good

B+ 3.33 77-79

B 3.00 73-76

B- 2.67 70-72

Satisfactory

C+ 2.33 67-69

C 2.00 63-66

C- 1.67 60-62

Marginal

D+ 1.33 57-59

D 1.00 53-56

D- 0.67 50-52

Unsatisfactory F 0.00 0-49

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Notes