Career Ready & Elective Courses / Full Catalog / Sports and Entertainment Marketing

Sports and Entertainment Marketing

Whether you are watching a famous athlete make an unbelievable play or witnessing a sensational singing performance, the world of sports and entertainment is never boring. Although it may seem impossible for you to be a part of this glittery world, it’s not! The Sports and Entertainment Marketing field offers careers that combine entertainment with traditional marketing, but with a whole lot more glamour. Explore basic marketing principles while delving deeper into the multi billion dollar sports and entertainment industry. Learn how professional athletes, sports teams, and famous entertainers are marketed as commodities and how the savvy people who handle these deals can become very successful. This course will show you exactly how things work behind the scenes of a major entertainment event and how you can be part of the act.

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Units at a Glance

Unit 1: Basic Principles of Marketing

In order to understand sports and entertainment marketing, you need to have a good grasp of the basic principles of marketing in general. Therefore, before we dive into the course, we’re going to review the fundamentals of marketing. Pay close attention during this unit so that you can reference the material as you proceed through the rest of the course.

Unit 2: Introduction to Sports and Entertainment Marketing

Do you want to know how Lady Gaga remains so popular or why athletes make so much money? Sure, talent plays its part, but in order to fully answer this question, you need to understand the sports and entertainment marketing industry. In the last unit, we discussed the basic principles of marketing. You learned about how a company brands itself, identifies its target market, and creates a perceived value for its product and/or services. Now, we’re going to apply this knowledge to the field of sports and entertainment marketing. The key here is to think of the sports team or entertainer as a commodity—that is, a marketable item that satisfies a want or need.

Unit 3: Principles of Effective Sports and Entertainment Marketing in the 21st Century

In the last unit, you learned the basics of sports and entertainment marketing. We discussed how this particular industry markets its commodities and makes money by selling both core and ancillary products. These are strategies that event marketers have been using for decades and decades, and they still make up the backbone of this type of marketing.

Unit 4: Diversity and Demographics

In the last unit, we discussed how one of the main strategies for building a successful sports and entertainment marketing campaign is to hit the target market—that is the types of people most likely to purchase a particular sports or entertainment commodity. However, identifying a single target market for such a commodity is neither possible nor desirable. After all, there are likely many different types of consumers interested in attending a certain event or purchasing sports apparel. That’s where diversity and demographics play their role in the game of sports and entertainment marketing. In this unit, we’ll take a look at the statistics regarding sports fans and their behavior as well as how the sports and entertainment marketing industry is adapting in order to meet the demands of a broader and more diverse market.

Unit 5: Event Marketing

In the last unit, we talked about how diversity and demographics affected the sports and entertainment marketing industry. You learned how athletes, entertainers, teams, companies, and organizations determine key characteristics of different segments of their target markets and then modify their marketing strategies accordingly in order to effectively reach a diverse market. In this unit, we’re going to discuss one of the key components of the sports and entertainment marketing field—event marketing.

Unit 6: Product Marketing

In the last unit, we discussed the heart of the sports and entertainment marketing industry—event marketing. In this unit, we’ll explore another key component of the business—product marketing. Recall that at the beginning of the course, we determined that there are two key commodities that sports and entertainment marketers must promote to their prospects: core products and ancillary products. We identified the core product as the entertainer, athlete, or team. This core product must exist in order for any other related product to be sold. These related products, called ancillary products, depend on the draw of the core product in order to be appealing to the target market. There are many other factors that determine the success of these products, however. This unit will focus on how sports and entertainment marketers effectively promote, market, distribute, and sell their ancillary products.

Unit 7: Sponsorships and Endorsements

It’s no surprise that the sports and entertainment marketing industry is big business. We all know that famous athletes and celebrities can become overnight millionaires or even billionaires, but you may find yourself wondering just how they make this enormous amount of money. Moreover, you might be curious as to how event organizers pay for the huge stadiums and elaborate film productions we’ve become so accustomed to. Where does all of this money come from? More often than not, the answer lies in sponsorships and endorsements. In this unit, we’ll take a look at how these agreements work to fund the sports and entertainment industry that we’ve come to know today.

Unit 8: Finances

Over the duration of this course, we’ve cited many examples of how athletes and entertainers hit the jackpot in the sports and entertainment marketing industry. It’s a multi-billion-dollar industry! With those big bucks, though, come lots of risks and a potential accounting nightmare. In this unit, we’ll be exploring the related field of finances and the impact it has on the sports and entertainment marketing industry.

Unit 9: Careers in Sports and Entertainment Marketing

Throughout this course, we have discussed the many ways that professionals have successfully navigated the field of sports and entertainment marketing, in some instances, making big bucks for both themselves and the athletes, entertainers, or organizations that they represent. This degree of success cannot be achieved by one individual alone, however. In most instances, it requires a great team effort, and not just from athletes or celebrities! In this unit, we will discuss the various roles professionals play in the sports and entertainment marketing industry, exploring how these positions interact in order to execute successful sports and entertainment marketing campaigns. As you progress through the course, pay particular attention to the job descriptions for each of these positions. Who knows? One of them just might be your future career!

Unit 10: Societal and Cultural Influences

Throughout this course, we’ve discussed the business and marketing side of the sports and entertainment industry. You’ve learned how the key players in this industry market themselves, make a living, and even account for their finances. In this unit, we’ll explore how this industry affects all of us by influencing individuals specifically and our culture and society as a whole.

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