Marketing (MKTG) 454

Sports Marketing (Revision 3)

MKTG 450

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Delivery Mode: Individualized study online

Credits: 3

Area of Study: Applied Studies
(Business and Administrative Studies)

Prerequisite: MKTG 396 or an equivalent introductory marketing course.

Faculty: Faculty of Business

MKTG 454 has a Challenge for Credit option.

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The sports industry is expanding quickly in many countries around the world. Sport can be defined as both a source of entertainment and a physical activity, so the sports industry comprises many possible businesses. For example, the sports industry covers such businesses as professional teams and players, equipment manufacturers, and various media. Because there are so many kinds of businesses associated with sports, it is a complex industry to understand. In this course you will explore the sports industry and the businesses that comprise the industry, and learn how to apply marketing principles to these businesses. The focus primarily is on the exciting and complicated business of sports entertainment (e.g., professional and amateur teams), rather than sport spectators, sport participants, or sporting goods. There are many terms and concepts covered in this course, some of which will be new, particularly for students who do not have a strong academic or practical marketing background.


MKTG 454 consists of 16 lessons in four units that examine the following topics:

Unit 1: Introduction to Strategic Sport Marketing

  • Lesson 1: The Special Nature of Sport Marketing
  • Lesson 2: Strategic Marketing Management

Unit 2: Sport Marketing Planning: Knowing Your Customers

  • Lesson 3: Understanding the Sport Consumer
  • Lesson 4: Marketing Research in the Sport Industry
  • Lesson 5: Market Segmentation

Unit 3: Sport Marketing Planning: The Marketing Mix (5 Ps)

  • Lesson 6: The Sport Product
  • Lesson 7: Managing Sport Brands
  • Lesson 8: Sales and Service
  • Lesson 9: Sponsorship, Corporate Partnerships, and the Role of Activation
  • Lesson 10: Promotion and Paid Media
  • Lesson 11: Public Relations
  • Lesson 12: Social Media in Sport
  • Lesson 13: Delivering and Distributing Core Products and Extensions

Unit 4: Implementing and Controlling the Sport Marketing Strategy

  • Lesson 14: Legal Aspects of Sport Marketing
  • Lesson 15: Putting it All Together
  • Lesson 16: The Shape of Things to Come


Your final grade in MKTG 454 is determined by a weighted average of the grades you receive on three written assignments and a Final Examination. To receive credit for MKTG 454, you must achieve a minimum grade of D (50 percent) on the Final Examination and an overall grade of D (50 percent) or better for the entire course. The weighting of each assessment activity is indicated in the table below:

Activity Weighting
Assignment 1 10%
Assignment 2 20%
Assignment 3 20%
Final Exam 50%
Total 100%

To learn more about assignments and examinations, please refer to Athabasca University's online Calendar.

Note: The final examination for this course must be taken online at an invigilated location. It is your responsibility to ensure a computer with an Internet connection and a current web browser is available for your use at the invigilation centre.

Course Materials


Mullin, B. J., Hardy, S., & Sutton, W. A. (2014). Sport marketing (4th ed.). Champaign, IL: Human Kinetics. ISBN-13: 978-1-4504-2498-1.

Other Resources

All other learning resources will be available online.

Please note: You must have Microsoft PowerPoint or equivalent presentation software to complete Assignment 3 for this course.

Challenge for Credit Overview

The Challenge for Credit process allows you to demonstrate that you have acquired a command of the general subject matter, knowledge, intellectual and/or other skills that would normally be found in a university-level course.

Full information about Challenge for Credit can be found in the Undergraduate Calendar.

Challenge Evaluation

To receive credit for the MKTG 454 challenge registration, you must achieve a grade of at least D (50 percent) on the examination.

Online Exam

Undergraduate Challenge for Credit Course Registration Form

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.

Opened in Revision 3, June 2, 2016.

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