Davenport University 2006-2007 Catalog
Course:
MKTG350 Sport Advertising and Promotion - 3 CR
Students explore the use of advertising, promotion, and public relations to achieve sport marketing objectives. Focus is on building relationships and enhancing image perceptions among a wide variety of stakeholders, including community, industry, media journalists, customers, and employees. Promotional techniques such as sport licensing, merchandising, sponsorships, and endorsements will be examined in depth. Students plan an integrated sport communications campaign, incorporating traditional mass media, targeted electronic media and public relations (including the use of press releases), applying an understanding of ratings/shares to optimize media spending, and utilizing desktop publishing to create graphic communications concepts. Prerequisite(s): MKTG215 and ENGL311
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