Sports Marketing

I.     Course Prefix/Number: MKT 150

       Course Name: Sports Marketing

       Credits: 3 (3 lecture; 0 lab)

II.    Prerequisite

MKT 131. (Recommended)

III.   Course (Catalog) Description

Course examines successful business models in the sports industry.  Content includes analyzing, planning, implementing strategies within sports organizations through development of marketing and promotional plans.

IV.   Learning Objectives

At the end of the course, students will be able to:

  1. Examine sports as a dynamic and challenging enterprise with a specific business function by evaluating business and promotional strategies of current sports organizations.
  2. Formulate a SWOT analysis
  3. Develop and produce a market plan and sponsorship proposal for a sports organization.
  4. Demonstrate team and communication skills while participating in a group project
  5. Plan an event to promote a sports objective
  6. Research business careers in the sports industry

V.    Academic Integrity and Student Conduct

Students and employees at Oakton Community College are required to demonstrate academic integrity and follow Oakton's Code of Academic Conduct. This code prohibits:

• cheating,
• plagiarism (turning in work not written by you, or lacking proper citation),
• falsification and fabrication (lying or distorting the truth),
• helping others to cheat,
• unauthorized changes on official documents,
• pretending to be someone else or having someone else pretend to be you,
• making or accepting bribes, special favors, or threats, and
• any other behavior that violates academic integrity.

There are serious consequences to violations of the academic integrity policy. Oakton's policies and procedures provide students a fair hearing if a complaint is made against you. If you are found to have violated the policy, the minimum penalty is failure on the assignment and, a disciplinary record will be established and kept on file in the office of the Vice President for Student Affairs for a period of 3 years.

Please review the Code of Academic Conduct and the Code of Student Conduct, both located online at

VI.   Sequence of Topics

Intro to Sports marketing
Marketing through sports
Intro to Sponsorship
Sponsorship Components and Objectives
Ambush marketing
Developing and selling sponsorship
Pre event and post event evaluation
Venue naming rights
Segmentation of the sports Market
Product decisions
Promotional Strategy
Relationship marketing
Controversial Issues

VII.  Methods of Instruction

Presentation will include lecture, class discussion, readings, guest speakers, exercises and case studies.
Course may be taught as face-to-face, hybrid or online course.

VIII. Course Practices Required

Reading assignments
Written assignments
Oral presentations
Case Studies
Team projects
Webct discussion board

Course may be taught as face-to-face, hybrid or online course.

IX.   Instructional Materials

Note: Current textbook information for each course and section is available on Oakton's Schedule of Classes.

(similar to)
Sports Business Journal weekly subscription
Marketing Outrageously by Jon Spoelstra (purchase through Amazon)
The Elusive Fan Irving Rein, Philip Kotler and Ben Shields

X.    Methods of Evaluating Student Progress

Grades are based on written assignments, classroom presentations, case briefs and attendance
10% review of articles from sports Business Journals (4 written reviews required)
10% Class Participation and Webct discussion board
20% SWOT Analysis
10% Sponsorship Proposal and Press Release
20% book review
30% Marketing promotional plan and event

XI.   Other Course Information

If you have a documented learning, psychological, or physical disability you may be entitled to reasonable academic accommodations or services. To request accommodations or services, contact the Access and Disability Resource Center at the Des Plaines or Skokie campus. All students are expected to fulfill essential course requirements. The College will not waive any essential skill or requirement of a course or degree program.

Oakton Community College is committed to maintaining a campus environment emphasizing the dignity and worth of all members of the community, and complies with all federal and state Title IX requirements.

Resources and support for
  • pregnancy-related and parenting accommodations; and
  • victims of sexual misconduct
can be found at

Resources and support for LGBTQ+ students can be found at

Electronic video and/or audio recording is not permitted during class unless the student obtains written permission from the instructor. In cases where recordings are allowed, such content is restricted to personal use only. Any distribution of such recordings is strictly prohibited. Personal use is defined as use by an individual student for the purpose of studying or completing course assignments.

For students who have been approved for audio and/or video recording of lectures and other classroom activities as a reasonable accommodation by Oakton’s Access Disabilities Resource Center (ADRC), applicable federal law requires instructors to permit those recordings. Such recordings are also limited to personal use. Any distribution of such recordings is strictly prohibited.

Violation of this policy will result in disciplinary action through the Code of Student Conduct.