Description/Objectives

The objective of this class is to prepare students to enter into careers in the business of sports marketing.  Specifically, this class examines the ways that sports organizations endeavor to make money.

The class is conducted in seminar format.  This means class discussions are highly interactive and class participation is anticipated and expected.  Time will be specifically devoted to the discussion of the topics listed on the scheduled, however, they will not necessarily be limited to these issues.  Guest speakers will also be invited to add diversity to class discussions.

Course Materials - Required

Street & Smith’s Sports Business Journal.
Readings Packet

Requirements

Revenue Generation Plan
Based on the topics covered in class, a plan detailing a revenue generation plan for a specific sports operation.  That organization must be a proposed new franchise from one of the four major US sports (i.e. MLB, NBA, NFL, or NHL) for a major US city that currently does not have a franchise in that sport.  Both written and oral reports will be required.  The project will be completed in groups of approximately three people.

Strategic Marketing Plan
Based on the topics covered in class, a plan detailing a strategic marketing plan (the seven Ps) following the same guidelines as above (i.e. the same team & the same city) Both written and oral reports will be required.  The project will be completed in the same group of approximately three people as the revenue generation plan.

Final Exam
A multiple choice exam covering the material presented in the issues of the Street & Smith’s SportsBusiness Journal and the Team Marketing Report received during the semester will be given during finals week at the assigned time.
 
Class Participation
Each class member will be expected to make substantial and meaningful contribution to class discussions.  Attendance will be taken and will count towards this grade.

Primary Research
Each class member will take part in a research project related to sports.  This may involve in-class tasks and/or out-of-class data collection.

Grading/Evaluation

Grades (+/-) will be determined using the traditional FSU scale.  Any adjustments (curves) will not be made until after all grades are compiled and, if appropriate, the overall mean grades and standard deviations will be used in such calculations.  In class unannounced attendance quizzes will be given and treated as bonus points.  That is, all students present and taking a quiz will receive a one percentage point bonus on his/her next exam.  No quiz make-ups are given for any reason; it is simply my way to reward attendance.

Course Requirements
 

Revenue Generation Plan (Written) 20 points
Strategic Marketing Plan (written) 20 points
Class presentation ( oral) 15 points
Final Exam 20 points
Class Participation 20 points
Primary Research Project   5 points

Seminar Topics

An Overview of The Market Performance of Sports Organizations

I.     Market Potential
II.    Competitive Analysis
II.    Financial Performance
            A. Sources of Revenue
                1.   Government Investments
                2.   Ticket Sales
                3. Advertising Revenues
                4. Sponsorship
                5. Media Revenues
                6. Facility Operations Revenues
                        a. Food & Beverage
                        b. Merchandise
                        c. Parking
                        d. Events
                        e. Other
                7. Licensing and Off-Site Retailing
                8. Technology, the Internet, and Other Emerging Revenue Sources

            B. Uses of Funds
                1. Facilities
                        a. Construction
                        b. Operations
                        c. Debt Service
                2. Performance Personnel
                3. Administrative Personnel
                4. General Administrative Overhead
                5. Marketing & Promotions
                6. Other

Office Hours

Monday 2 – 3 PM.  In addition, I strongly encourage the use of “virtual office hours.”  Access by email is possible 24 hours a day at the address provided above.  Questions posed in this manner will be responded to ASAP (the same day unless I am out-of-town).  In addition, I will reserve time at the beginning and/or end of class to respond to email inquiries that require additional elaboration.

Hints For Success

 Attendance and participation are highly recommended.
 All assignments must be typed in Times-Roman, 12-point font.
  Purchase and read the Street & Smith’s Sports  Business Journal, and the Team Marketing Report
 

Honor Code

Students are expected to uphold the Academic Honor Code. The Academic Honor System of The Florida State University is based on the premise that each student has the responsibility to:

  1. Uphold the highest standards of academic integrity in the student’s own work,
  2. Refuse to tolerate violations of academic integrity in the University community, and
  3. Foster a high sense of integrity and social responsibility on the part of the University community.
Click on Academic Honor Code for a full statement of the FSU Code.

ADA Requirements

Students with disabilities needing academic accommodations should:

  1. Register with and provide documentation to the Student Disability Resource Center (SDRC).
  2. Bring a letter to the instructor form the SDRC indicating you need academic accommodations. This should be done within the first week of class.
(This syllabus and other class materials are available in alternative format upon request.)

For more information about services available to FSU students with disabilities, contact the Assistant Dean of Students:

sdrc@admin.fsu.edu, Disabled Student Services, 08 Kellum Hall, Florida State University, Tallahassee, FL 32306-4066, (850) 644-9566.
 

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