Marketing Hockey Strategically (HCKY) 642

Marketing Hockey Strategically

Delivery Mode: Online

Credits: 3

Prerequisites: Complete a business or management degree at a recognized post secondary institution Complete the CHP Professional Education Program (CHP-PrEP) through BHI’s academic partner, Athabasca University. Accumulate a minimum of three years of managerial experience within hockey-related organizations

Faculty: Faculty of Business

Program: Certified Hockey Professional Designation

Course Overview

More so than in other professional sports, the bulk of revenues of a professional hockey franchise derive directly and indirectly from ticketing sales and ingress spending. The focus of this course is on identifying, understanding, and targeting the fans, viewers, and spectators with the greatest potential to increase a franchise’s profitability and valuation.

Learning Objectives

  • Apply core marketing concepts such as the marketing concept, segmentation, targeting, positioning, and branding.
  • Understand and apply basic concepts of consumer psychology, specifically focused on sports and hockey consumers.
  • Identify various variables that comprise the behaviour of hockey fans/consumers.
  • Demonstrate knowledge of the ways in which consumers choose between competing market offerings.
  • Draw upon the above knowledge to develop strategies and tactics to reach and influence hockey fans.
  • Apply the concepts of brand and brand equity in the context of sports and in particular hockey clubs.
  • Use branding concepts such as brand building and brand extensions in the hockey context.

Athabasca University reserves the right to amend course outlines occasionally and without notice. Courses offered by other delivery methods may vary from their individualized-study counterparts.