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Marketing 390: Event and Sports Marketing
American Business School Paris
Marketing 210 (Principles of Marketing) or equivalent
The aim of this course is to provide students with an introduction to the concepts and theories unique to sports marketing and review the basic priciples of marketing in the context of sports. This course seeks to cover all of the relevant issues in designing an integrated marketing strategy.
INSTRUCTIONAL METHODOLOGY :
The course is developed through lectures, discussion and group/individual presentations of case studies. Students are expected to thoroughly read text materials and participate in class discussion. Will be covered in class :
- Introduction to sports marketing
- Conceptual sports marketing framework
- Sports product concepts
- Managing sports products
- Overall strategy
Sports Marketing A Strategic Perspective, Shank, Prentice-Hall, 3rd Ed., 2004
The final grade will be made up of a class participation and presentations, a mid-term test and the final examination.