...Sports Management and Marketing Degree Requirements The four-year sport marketing and management program leads to the degree, Bachelor of Science in Kinesiology, with course work taken in conjunction with the Kelly School of Business. Students admitted to this program are selected from a pool of applicants. Admission to the program is limited. Graduation requirements include: * completion of general education requirements. * completion of sport marketing and management major requirements. * a minimum of 124 successfully completed credit hours which count toward the degree program. * a minimum 2.0 cumulative GPA. * a minimum 2.0 cumulative GPA in a combination of ANAT-A 215 and courses with the following department code-prefixes: HPER-A, HPER-D, HPER-K, and HPER-P. * No Pass/Fail except for free electives. General Education (20 – 39 credits) All undergraduate students must complete the IU Bloomington campus-wide general education common ground requirements. Such students must visit the 2012-2013 General Education Bulletin to view these requirements. Major (85-90 cr.) Sport Marketing and Management Foundation Requirement (15 cr.) Complete each of the following courses: ▪ HPER-P 211 Introduction to Sport Management (3 cr.) – FALL 2013 ▪ HPER-P 333 Sport in America: Historical Perspective (3 cr.) – SPRING 2014 ▪ HPER-P 392 Sport in American Society (3 cr.) ▪ HPER-P 405 Introduction to Sport Psychology (3 cr.) ▪ HPER-P 418 Sport Marketing...
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...Introduction: Integrated marketing communication is often compared to an orchestra. Just as an orchestra’s performance is guided by a musical score, an IMC campaign must have a written score, or plan. This plan details which marketing communication functions and which media are to be used at which times and to what extent. An IMC campaign plan is a written document. It can be as minimal as a set of organized notes by a person running a small retail business or as complex as a 100-page document for a multimillion-euro brand campaign. But all good plans, regardless of size, have six basic elements: • Targeting (designated customers and prospects) • SWOT analysis • Objectives • Strategies and tactics • Budget • Evaluation The planning process begins with the selection of the desired audience for the brand message. Research then determines the strengths and weaknesses of a company or brand from the perspective of customers and prospects. Planning also takes into consideration marketplace opportunities and threats—the things that companies cannot control but can leverage or address to their advantage. Different Researchers and authors define this marketing activity in different perspectives the most famous definitions are as follow: “Integrated marketing communication is a process for planning, executing & monitoring the brand messages that create customer relationships, (Duncan, 2005)” “IMC is the coordination and integration of all marketing communication tools, avenues...
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...Sports sponsorship and consumer purchase intention： From the perspective of consumer brand awareness 1.0 Introduction Sports sponsorship has long been crucial sources of funds for sports, literature and art as well as the social events. And after 30 year of development, sponsorship marketing has gradually become a global industry. It is widely acknowledged that sports sponsorship enhances the consumer's perception of a brand via big events. However, the study on to what extent the sports sponsorship would influence consumer purchase intention is rare. This essay is established in the purchase intention of consumers, from which to explore consumer brand awareness, and then analyze the relationship within sports sponsorship and consumer brand awareness and purchase intention. This article will be analyzed from two parts; the author would analyze the consumer's brand attitude in the first part: from the cognition to the emotion, from the action and reaction, aiming at get a better understanding of the relationship between the brand and the consumer. Later in this essay, the author would discuss the influence sports sponsorship marketing might have upon consumption. Brand effect is able to zoom in during the process of sponsorship marketing, however, sports sponsorship motivation has become a key point that consumers value a brand, in the process, the enterprise needs to show the "altruistic" instead of "self-interest"...
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...Business Plan SWOT analysis is the basic analysis for business that contains strengths, weaknesses, opportunities and threats, because it can help the business find its situation in the market, and provide the development for future. The strengths of our company are very impressive. The first one is an internal factor that we have professional management group to lead this company. Our members come different major of business, like finance, marketing and general business. So we use our professional perspective to enhance the operation of our company. The second one is an internal factor as well. Our design team is really strong that we will release three new bike designs next year, which include an improved mountain bike, a road bike and a youth bike. Therefore, we keep offering new products to our customers to make them fresh. The third one is a factor both internal and external that we have sufficient capital to support the marketing, so we can expand the influence of our company. The most of capital comes from our sales and effective operation. So it’s definitely depend on our efficient advertising and professional management. Weaknesses are obviously for a company like us, and the first is an external factor. We are a relative new company with short history, so the marketing impact is pretty smaller than the big international bike companies. Additionally, some traditional customers prefer the bikes they know them in childhood, because those companies are reliable. The...
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...employees – the desire or ability of one party to meet the needs of another .Consumers needs healthcare coverage for medical attention (actionable step). 2. In my opinion, the person(s) who developed the program might have been inexperienced in marketing. Some may not have visualized a need for the women’s health center. There are several possible program failures: sending the wrong message, media choices abound (justify the right decision), customers do not want the women’s health center; change of mind delivered on promises or requests of basic information; and expectations are not relevant to others. 3. The potential target markets for an orthopedic group practice to develop a pediatric sports medicine program are listed below: • Choosing a location with heavy traffic to gain a large number of people. For example, a middle-school with pee-wee and junior athlete programs as well as a local high schools. • The consumers will report to physician’s clinics, ER, urgent medicine clinics, and pediatricians to seek medical attention. • It is also helpful to use sub-specialties such as a neurogoly, cardiology, or internal medicines. 4. Some uncontrollable environmental factors to consider with the new pediatric sports medicine program are: economical factors – which includes change in income...
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...Relationship Management A Framework for Customer Relationship Management 3 main topics of the article 1. Old and new marketing approach differences – what are the reason for the shift in the marketing approach Old | New | Transaction based | Reaction based | Mass advertisement | One to one marketing | Price oriented product | Customized | Acquisition | Retention | Indirect communication | Direct communication | | | Transaction Marketing (old approach) Just one exchange between company and customer and this is the product from company to customer and money from customer and company. Main objective is to maximize the profit out of this single transaction therefore there is a strong need to acquire more and more customers. Relationship Marketing (new approach) Main difference between TM and RM: multiple transactions between company and customer. Objective: to maximize Profit out of multiple transactions with a single customer. The profit out of multiple transactions with one single customer is called: Customer Lifetime Value Reasons for the shift 80/20 rule (80% of the profit is generated by 20% of the customers) Globalization | competition Acquisition is more expensive Cross and upselling Acquisition vs retention is the main reason for the shift 2. Main objective of CRM * to simplify marketing and sales process * To make call centers more efficient * To provide better customer service * To discover new...
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...socio-economical, psychographic and observable behavior segmentation. Demographic segmentation is market segmentation based on various demographic factors such as age, gender, marital status, social class, etc. It helps the firm to divide the market into several segments or groups, each having a common variable and target each of these groups to enhance its performance; In Psychographic segmentation category, the attitudes and lifestyle of the consumers are considered; Socio-economical segmentation is done on the basis of profession, education, income etc; Behavioral segmentation is based on the customer’s price behavior, brand loyalty and shopping locations towards the purchase of intended products. Market segmentation is the basis for marketing strategy development. A company needs to design the right strategies to develop the relationships between its products to right consumers. Case section In terms of Red bull, the demographic and psychographic segmentation strategies are applied in their product design and branding approach. A key component of Red Bull’s global success is that it takes social variables into account on a global scale. This segmentation plays an important role in determining if the product is targeted for mass market or focused on a niche market. Red Bull’s targeted market approach wins across the globe. Its signature slim, silver-colored, 8.3 ounce can bottle has...
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...Coca-Cola’s Marketing Plan: Phase III Laura Darby, Paula Coletti, Mira Walker, Victor Torres - Rosario, and James Rowan September 6, 2010 MKT/421 Henry Weber Product Life Cycle and Factors All products move through stages called the product life cycle. There are four stages that a product will follow. The stages are market introduction, market growth, market maturity, and sales decline (Cannon, McCarthy, & Perrault, 2009, p. 261). Different products will move through the life cycle at a different pace and there are certain factors that will affect its movement. “Kick’em Back” will begin in the market introduction stage of the product life cycle. Customers do not know about the product and are not looking for the drink. During this stage, Coca-Cola will likely lose money because they are investing in the product and receiving little sales. “Kick’em Back” should move quickly through this stage because Coca-Cola is a large, “well known” company, and they have many resources to advertise to the public. As “Kick’em Back” enters the second stage, market growth, sales will quickly rise. The company should move through the stage slowly because customers will be satisfied with the product and continue to buy it. As competitors begin to enter the market, they will try to copy the product or make it better (Cannon, McCarthy, & Perrault, 2009, p. 262). At the end market growth, sales and profits will decline for Coca-Cola. According to Cannon, McCarthy...
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...distributor to the consumer is referred to as a sale. It is in this regard that companies world over have set aside huge budgets for the marketing and sales divisions. The concept of marketing has evolved from being a simple process to a complex system that involves many stakeholders. However, at the end of the day, the concept remains the same. This is because it is a process that seeks to attract customers and retain them. It also seeks to deliver the products as and when required by the market. This study seeks to establish how several factors affect the ideals of marketing. One of them is the consumer motivation followed by the market perceptions of a given product. Emotional drivers also play a significant role in the determination of a given marketing campaign. The study will look at the sport clothing market and will seek to analyze it along the factors mentioned above. Introduction The increased emphasis on physical fitness from many quarters has led to a significant uptake of sports and games by people from all walks of life. Traditionally, sports used to be viewed as activities reserved for a few. However, there has been a major shift where sports are being taken up for both professional and leisure purposes. The growth of the sports bodies such as FIFA and the Olympics has also led to a significant increase in the interest of sports from people. Doctors and other health professionals have been on the front line of calling upon people to practice healthy living and...
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...OPPORTUNITIES IN SPORTS MANAGEMENT NORTHCENTRAL UNIVERSITY ASSIGNMENT COVER SHEET Learner: Ronnie Wayne Autry || SML7005|Dr. Shani Compton| || Sports Revenue Management and Leadership|Assign # 11: Sports Management Career| || Faculty Use Only Career Opportunities in Sports Management Abstract This study was designed to explore the specific competencies essential for a career in sports management and promotion in campus, public, and recreation settings. Utilizing the means of the Competencies of Sport Managers device, the competencies of sport administrators and managers were represented by four factors, identified as Management Techniques, sport programming, business administration, and theoretical perspectives. Discriminant analysis revealed that sport administrators in campus recreation settings placed more emphasis on theoretical perspectives and less emphasis on sport programming. When compared to sport management, administrators in the promotions departments placed more emphasis on sport programming and theoretical perspectives, with faculty placing more emphasis on management techniques and business administration. This study reinforces the need for professional sport commissioners and managers to possess a strong management and business base, along with competence in sport programming and recreational sport theory/foundations. Achieving greater understanding of the nature and importance of sport competencies...
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...CASE STUDY – Nike and the University of Oregon The next case study is case study 22, (“Nike and the University of Oregon”) on Pages 933-940 of your key text, De Wit & Meyer. Below is the case synopsis: Case Synopsis Philipp H. Knight founded Nike’s predecessor company in 1963. The basic business formula of the company has not changed much since then. Nike is designing and marketing high quality sports shoes and sports apparel around the world. It builds its brand appeal through savvy marketing and sophisticated product R&D. The company has never owned production of the goods it sells, instead from the very beginning has been importing the products from the Asian Far East. In 2000, Nike enjoyed 45% global market share, had close to $9 billion of sales and put Knight among the top ten richest individuals in United States. The company directly employed 20,000 people, but had a workforce of an estimated half a million labouring for them in 565 contract factories in 46 countries – making it one of the largest private company de facto employers in the world. Labour conditions in Nike’s contract factories were not even close to any labour laws and compensation practices in the industrialised countries, let alone the US. Work there meant 70-hour workweeks performing hazardous and/or monotonous routines under abusive supervision and with appalling equipment. Until the early l990s, Nike never felt that to be its responsibility. Ever since the early 19th century in England, industrial...
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...through the committee of retail trade. The growth of retail industry is always having a direct positive relationship with the economic growth. The phenomenon can be easily explained as when economic slowdown, the retail industry is expected to face challenges as the consumers begin to reduce and limit down their expenditures which will eventually reduce the retailer’s revenue and profit. For example, in an economic recession, fewer consumers will think about buying a pair of new shoes to avoid an extra financial burden. In addition, the increasing price of basic commodities will cause the retailers to face cost pressures which reduce their profit margin. Background of NIKE Company Nike Company is one of the largest retailers that involved in Malaysia’s retail sector. It involves in the athletic footwear retail industry as its primary main focus is on supplying sportswear. It is the leading retail marketer of sport apparel, athletic shoes and a major manufacturer of sporting equipments in the world. Nowadays, besides selling sportswear, Nike also involves in selling of casual and fashion footwear in order to increase its consumer networks coverage. To distributing its products, Nike is operating own outlets which known as Nike Town and distributing the franchises to most of the countries in order to extend the business throughout the world. Nike helps to create a lot of...
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...associated Test Match venues to alter its previous ticketing and test match venue selection policy. From 2017 ticketing costs and revenue will no longer be the sole responsibility of the Test venue and instead the venue and the ECB will share ticket revenue. The remainder of this essay will therefore focus on commercial revenue, notably the sale of England Team Test match tickets. It will introduce economic theories relevant to the sports market and will attempt to assess the usefulness of economic theory in analysing demand for these products. It will discuss the response made by the sport market to an increase in the price of these products and will examine strategies the ECB can use to increase its market share. Critically assess the usefulness of economic theory in analysing the demand for the products / services offered by your chosen organisation Before examining economic demand theory it is important to establish several key characteristics of sport as a commodity. It is possible to classify sport under three headings. First, sport can be described as a non-durable consumption good....
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...Impact of a sponsorship activity on the brand perceptions within an international context: the America’s Cup and Louis Vuitton case. Stephane Ganassali, University of Savoie, sgana@univ-savoie.fr, corresponding author 4, Chemin de Bellevue - BP 80439 - 74944 Annecy-le-Vieux Cedex - France Francesco Casarin, University Ca’ Foscari of Venezia Paola Cerchiello, University of Pavia Gunnar Mau, University of Göttingen Carmen Rodrigues Santos, University of Leon Astrid Siebels, University of Hannover All members of the “International Network on Consumer Behaviour Studies” http://comptes.ergole.fr/young Impact of a sponsorship activity on the brand perceptions within an international context: the America’s Cup and Louis Vuitton case. Abstract On the basis of an extended review of literature dedicated to experimental studies of sponsorship effects on brand perceptions, this paper introduces a detailed framework of sponsorship persuasion process. Considering the central “transfer” between event and brand perceptions, the model also includes moderating effects (such as congruence) and focuses on specific components of functional, affective and symbolic customer value. In Spring 2007, a Web survey was conducted to evaluate the impact of Louis Vuitton’s sponsorship of America’s Cup. A total sample of 1,400 European respondents was developed thanks to the collaboration of eight Universities in France, Germany, Italy and Spain, working...
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...Running Heading: Defining Marketing Individual Assignment: Defining Marketing Name University Subject Date Marketing Defined Marketing is often thought of as advertising and selling, but marketing encompasses more than just selling a product or service and advertising it to entice customers to make a purchase. Perrault, Cannon, and McCarthy (2009) defined marketing as "the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need satisfying goods and services from producer to customer or client" (p. 6). However, Kotler and Keller (2009) stated one of the shortest definitions is "meeting needs profitably" (p. 5). The author's definition of marketing includes all of the activities a business accomplishes to identify customers, products and services that will fill a void, targeting potential customers with advertising, delivering the products or services, and following through with quality customer service. Organizational Success and Marketing When companies stop trying to sell what they make and start making what consumers want to buy they will be successful and understand marketing. For an organization to be successful, it needs to continue to grow, produce, and maintain profitability. If a company becomes stagnant they could fail. A great example of this concept is the United States auto industry. In the 1970s Japanese manufactures...
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