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Course Description
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Marketing 390: Event and Sports Marketing
The American Business School in Paris
Paris, France

Subject Area(s) Level(s) Instruction in Credits Contact Hours Prerequisites
Marketing 300 English 3 45 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.

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
- Promotion
- Distribution
- Pricing
- Overall strategy

Event Management, Van der Wagen, Pearson, 3rd edition, 2010.

The final grade will be made up of a class participation and presentations, a mid-term test, and the final examination.

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