Marketing Project
Jones 123
SyllabusMGMT320Spring2024.pdf
MGMT 320 1
New Jersey City University
School of Business – Management Department
Sponsorship and Fundraising – MGMT320
PROFESSOR: Dr. Robyn Lubisco
COURSE TITLE: MGMT 320 Sponsorship and Fundraising
SEMESTER: Spring 2024
E-MAIL: [email protected]
OFFICE: Zoom
OFFICE HOURS: By appointment.
CLASS HOURS, LOCATION: Online, Asynchronous
*The best way to contact me is via email. Please allow 24-48 hours for a response if you email me. Official correspondence and assignments will go through the Blackboard course shell. *If this is an emergency, please text or call my cell 732-491-6619.
This course meets online, as noted by the School of Business. Online means that the class materials and deadlines are provided to students who self-manage their progress through the program. While self-managed, the class has strict deadlines for readings and assignments.
COURSE DESCRIPTION
This course presents an overview of the various techniques and strategies used in meeting the wants and needs of consumers in the sport industry as well as understanding how sport can be used to assist in the marketing of other companies and products. Areas to be addressed are the uniqueness of sport marketing in comparison with traditional marketing, an overview of the segments of the sport industry, the importance of market research and segmentation in identifying the right sport consumer, the use of data-based marketing in reaching the sport consumer, an overview of the marketing mix as individual units and the relationship between those units, and the development of sponsorship and endorsement packages.
REQUIRED TEXTS
The required textbook used for this class is:
Windy, D., Walsh, P., McEvoy, C., & McKelvey, S. (2022) Sport Marketing, 5th Ed., Human Kinetics, Champaign, IL. ISBN: 978-1-4925-9462-8 (paperback) ISBN: 978-1-7182-
0158-3 (loose-leaf)
This text is NOT part of the School of Business First Day Access program. As such, you may rent or buy the text from any source. Good options are: (BEST) Human Kinetics Website: www.HumanKinetics.com Amazon or Campus Book Rentals Chegg
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Other course readings will be provided through Blackboard.
COURSE OBJECTIVES AND LEARNING OUTCOMES
After successfully completing this course, students will fulfill the following Learning Objectives
(LO’s):
1. Demonstrate usage of marketing terminology and theory related to the sport industry.
2. Explain sport marketing theory and how it can be used in the sport industry to meet the wants
and needs of the sport consumer.
3. Recognize and design sport marketing research tools.
4. Develop effective sport marketing plans based on data-driven decision making and time-tested
marketing principles.
5. Analyze case studies in sport to recognize sound marketing decisions and to articulate sport
marketing solutions for various constituents.
6. Evaluate the sport marketing strategies of professionals as well as fellow students through
critiquing the professionals’ work and students’ assignments.
7. Synthesize course material into a marketing plan for a sport organization.
COURSE FORMAT
This course is delivered via distance learning and will enable students to complete academic work in a self-paced and flexible manner, completely online. Course materials and access to Blackboard is made available to each student. Online assignments are due by Saturday evening (11:59 pm) of the week as noted and may include discussion board responses, quizzes, and semester long sports marketing project submitted for review by the instructor.
Submission dates will be followed, so please plan and work ahead! If you believe you might miss a due date, please post the assignment early. This is one of the benefits of a distance learning class. If something does come up, make sure you email me ASAP.
All assignments MUST BE typed, and all external sources MUST BE CITED using APA format. The Purdue Online Writing Lab (OWL) is one of the most helpful websites when it comes to APA style questions. The APA Style homepage is also a helpful resource for citation questions. I highly recommend that you bookmark these two websites, which are provided below: https://owl.purdue.edu/owl/research_and_citation/apa_style/apa_formatting_and_style_guid e/ general_format.html https://apastyle.apa.org/
BASIS FOR GRADING
The final grade for this course will be based upon the following class activities:
Weekly Learning Assessments 40%
Quizzes 30%
Semester Long Marketing Project 30%
TOTAL = 100%
COURSE REQUIREMENTS AND EVALUATIONS
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Discussion Board Questions - The instructor will post a question, scenario or current topic based on
readings assigned for that week. Students must use the threaded Discussion Board to write their
responses to the question(s). Students are expected to read the posts of their classmates and respond
to at least two of them. These should be substantive and relevant thereby adding to discussion or
raising new points. It is not enough to simply agree. Weekly discussions should be initially 450
words. Responses to others should be 200 + words.
All initial discussion should be posted by 11:59 pm on Wednesday night to allow time for others
to respond before Saturday evening (by 11:59 pm). As a fully online class, it is impossible to
participate if you are not actively posting in the course room each week! Students who follow course
instructions, contribute to the discussions, post all assignments by due dates are considered a regular
contributor to the class and will be rewarded accordingly. Those who do not participate in
discussions, required postings, and activities, will lose participation points quickly.
Quizzes - Multiple choice, true/false, and fill in. Quizzes are to be taken on the date assigned.
Semester Long Marketing Project Weekly Learning Assessments – Students will put together a
marketing plan for one of the following sport organizations.
• JCC of Bayonne
• Hudson Community College Athletic Department
• Jersey City Department of Recreation & Youth Development
• NJ/NY Gotham FC
• NJ Jackals
• NJCU Athletic Department
Please see marketing plan outline at the end of the course syllabus for project breakdown. At the
end of each chapter within your required textbook is a section called ‘Your Marketing Plan’. This
section will (also) help guide you as you make decisions about your project.
GRADING SCALE: (Based on University Criteria)
Numerical grades are equivalent to:
93 – 100 A (4.0)
90 – 92 A- (3.7)
87 – 89 B+ (3.3)
83 – 86 B (3.0)
80 – 82 B- (2.7)
77 – 79 C+ (2.3)
73 – 76 C (2.0)
70 – 72 C- (1.7)
60 – 69 D (1.0)
Below 60 F (0.0)
NOTE: There will be NO curving of grades! There is NO MAKE-UP for work in the absence of
prior notice. You need to have legitimate reasons (along with documentation) to request a
make-up for a quiz, discussion question, etc. There is no Incomplete for this course.
EXPECTATIONS
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Please see the University’s Undergraduate Catalog for links to Academic Requirements, Policies and
Procedures https://catalog.njcu.edu/undergraduate/academic-requirements-policies-procedures/.
Quick links to frequently asked question are listed below.
• Academic grievance/appeal procedure
• Academic integrity policy
• Distance Education Complaint Procedures
• Dropping or adding classes
• Financial aid - satisfactory academic progress policy
• Grading system
• Mid-semester progress report
• Reasonable accommodation grievance procedure for students with disabilities
• Voluntary withdrawal
• Withdrawing from a class
WRITING EXPECTATIONS
All written submissions should be submitted in a font and page set-up that is readable and neat. It is
recommended that students try to adhere to a consistent format, which is described below.
• Typewritten in double-spaced format with a readable style and font and submitted inside the
electronic classroom (unless classroom access is not possible and other arrangements have
been approved by the professor).
• 12-point font in Times New Roman styles
• Page margins Top, Bottom, Left Side and Right Side = 1 inch, with reasonable
accommodation made for special situations and online submission variances.
CITATION AND REFERENCE STYLE
Attention Please: Students will follow the APA Style Manual, 7th Edition as the sole citation and
reference style used in written work submitted as part of coursework to the School of Business.
LATE ASSIGNMENTS
Students are expected to submit class assignments by the posted due date and to complete the course
according to the published class schedule. As adults, students, and working professionals I understand
you must manage competing demands on your time. Should you need additional time to complete an
assignment please contact me before the due date so we can discuss the situation and determine an
acceptable resolution. Routine submission of late assignments is unacceptable and may result in
points deducted from your final course grade.
NETIQUETTE
Universities promote the advance of knowledge through positive and constructive debate--both inside
and outside the classroom. Discussions on the Internet, however, can occasionally degenerate into
needless insults and “flaming.” Such activity and the loss of good manners are not acceptable in a
university setting--basic academic rules of good behavior and proper “Netiquette” must persist.
Remember that you are in a place for the fun and excitement of learning that does not include descent
to personal attacks, or student attempts to stifle the discussion of others.
• Technology Limitations: While you should feel free to explore the full range of creative
composition in your formal papers, keep e-mail layouts simple. The Blackboard classroom
may not fully support MIME or HTML encoded messages, which means that bold face,
italics, underlining, and a variety of color-coding or other visual effects will not translate in
your e-mail messages.
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• Humor Note: Despite the best of intentions, jokes and--especially--satire can easily get lost
or taken seriously. If you feel the need for humor, you may wish to add “emoticons” to help
alert your readers: ;-), : ),
DISCLAIMER STATEMENT
Course content may vary from the outline to meet the needs of this particular group.
Learning Tools
Communication & Support
The best way to reach me is via email. While I check it frequently and I will aim to respond within 24
hours to your message inside the Blackboard course, please text me if you require immediate
attention. (My cell phone number is listed on page 2 of the syllabus.) Please be courteous and
professional in all your interactions with me and fellow students.
VIRTUAL RESOURCES FOR YOU
Blackboard
Blackboard is accessible at: https://blackboard.njcu.edu/
On this landing page are links for:
• Student FAQ
• IT Help Desk
• Password Reset
• Online Support Request
Blackboard has some new features and enhancements. ULTRA BASE NAVIGATION BEGINNING
ON 6/21. Click here for information on what to expect. 24/7 Tech Support for Blackboard: 1-844-
548-8815
For Students: Tips for learning remotely
During this period of online instruction: 24/7 Blackboard support for students and instructors. Please
call 1-844-548-8815 if you need assistance.
Tutoring
If you need help with writing, math, statistics, economics or other business-related programs, tutoring
services are available. Use this link for how to access them remotely:
https://www.njcu.edu/academics/resources-services/centralized-tutoring-academic-support-services
Library
Congressman Frank J. Guarini Library is virtually open and available 24/7.
24/7 access: eBooks, databases, LibGuides and other library resources
Ask A Librarian: Research assistance via email, SMS, or Zoom
Stay updated: Library Services During COVID-19
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COURSE OUTLINE
Week 1 (January 16th – January 20th) – Introductions (Discussion Board)
Since we do not get to meet face to face, it is helpful for the class to get some idea about who is
sharing this educational experience. I would like each of you to introduce yourself by adding a new
thread to this discussion using your name as the title of the thread. Include information about where
you work, what you do, how far along you are in the program, and any other information such as
dream job that will help us get to know each other. Remember to converse with at least two of your
classmates. Think of this as your biography. You all have a background to be proud of so let me know it.
All initial discussion should be posted by 11:59 pm on Wednesday night to allow time for others to
respond before Saturday evening (by 11:59 pm).
Week 2 (January 21st – January 27th) – Chapter 1, The Special Nature of Sport Marketing
- Read Chapter 1
- Watch the fundraising video - https://www.youtube.com/watch?v=GZvaWIIbkjA
- Complete the quiz
Week 3 (January 28th – February 3rd) – Chapter 2, Strategic Marketing Management
- Read chapter 2 and one answer the discussion question
- Part one of the semester long marketing project is due. From the list below, pick one sport
organization you will design a marketing plan for and email that name to Dr. Lubisco
[email protected] o JCC of Bayonne
o Hudson Community College Athletic Department
o Jersey City Department of Recreation & Youth Development o NJ/NY Gotham FC o NJ Jackals o NJCU Athletic Department
Week 4 (February 4th – February 10th) – Chapter 3, Understanding the Sport Consumer
- Read Chapter 3
- Answer the discussion question
Week 5 (February 11th – February 17th) – Chapter 4, Market Research and Analytics in the
Sport Industry
- Read Chapter 4
- Read the fundraising article - https://thefundraisingauthority.com/strategy-and-
planning/building-a-strong-fundraising-organization/
- Complete the quiz
Week 6 (February 18th – February 24th) – Chapter 5, Market Segmentation and Target
Marketing
- Read Chapter 5
- Answer the discussion question
Week 7 (February 25th – March 2nd) – Chapter 6, The Sport Product
- Read Chapter 6
- Complete the quiz
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Week 8 (March 3rd – 9th) --- > Spring Break! Have a nice vacation and see you back on the 12th.
Week 9 (March 10th – March 16th) – Chapter 7, Managing Sport Brands
- Read Chapter 7
- Answer the discussion question
Week 10 (March 17th – March 23rd) – Chapter 8, Promotion and Paid Media
- Read Chapter 8
- Complete the quiz
Week 11 (March 24th – March 30th) – Chapter 9, Public Relations
- Read Chapter 9
- Answer the discussion question
Week 12 (March 31st – April 6th) – Chapter 10, Sponsorship, Corporate Partnerships, and the
Role of Activation
- Read Chapter 10
- Read the fundraising article - https://golfstatus.com/golfforgood/how-virtual-golf-
fundraisers-work-how-to-host
- Complete the quiz
Week 13 (April 7th – April 13th) – Chapter 11, Social Media in Sports
- Read Chapter 11
- Answer the discussion question
Week 14 (April 14th – April 20th) – Chapter 12, Sales and Services
- Read Chapter 12
- Complete the quiz
Week 15 (April 21st – April 27th) – Concerns in Fundraising
- Read the fundraising article - https://www.councilofnonprofits.org/running-
nonprofit/fundraising-and-resource-development/ethical-fundraising
- Answer discussion question
Week 16th (April 28th – May 4th) – Semester long marketing project is due.
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Marketing Plan Outline
The following areas should be addressed within your marketing plan:
1) Title Page & Table of Contents 2) Corporate/Product Introduction - Overview of the company and mission statement
3) Broad based goals (Organizational) - Outline the goals of the organization (this should be stated as
a measurable statement)
4) SWOT Analysis:
Internal factors – description of the positive and negative components of your
organization/product (Strengths & Weaknesses)
External factors – description of the positive and negative components outside of
your organization/product such as industry trends, technological advances, political
issues, competition, economic factors, etc. (Opportunities & Threats) 5) Market Selection & Segmentation Decisions
• Explain how market segments and demographics relate to your product.
• Define primary and secondary target markets.
• Demographics – race, age, income, gender, geographic location, etc.
• Psychographics – lifestyle factors, cultural, political, religious issues, etc. 6) Marketing Mix Decisions
A) Product features & benefits & related goals
Define the product features, benefits, unique aspects.
Identify product related goals in a measurable form. B) Place issues & related goals
Outline distribution channels for your product. Consider all alternatives needed
for
broad distribution. Provide justification for each strategy. Identify distribution related goals in a measurable form.
Pricing strategies & related goals
Describe pricing strategies and price points to be used
Identify pricing goals in a measurable form.
C) What tactics will be used to promote your product? Consider all
alternatives & be creative. i) Promotion strategies & related goals
ii) Advertising schedule include social media iii) ) Public relations plan with sample press release
D) Promotion strategies & related goals i) Sponsorship proposal
Develop a sponsorship proposal targeting a specific company. The proposal
should include a cover letter, sponsorship package, event fact sheet and any
relevant data. 2. Action Plan & Timeline
Identify the steps needed to implement this plan. What is the time frame, how long,
cycle, when will it begin? Provide a detailed, step-by-step timeline outline what needs
to be done and when. 3. Evaluation & Control
Evaluation strategies must be identified in order to measure achievement of
organizational and marketing goals. Identify specific strategies that can be used to
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determine if each goal has been achieved.
