MARK 431 - Advanced Sports Business and Analytics (3)

In-depth study of advanced marketing issues pertaining to sports marketing strategy. Includes the affinity transfer model, the antecedents and consequences of fan identification, fan engagement strategy, and the model of consumer-focused sponsorship-linked marketing communications. It covers every important conceptual and functional area of sponsorship-linked marketing, including: (1) understanding the technology-led transformation of sponsoring, (2) learning about audiences, strategies, and objectives, (3) leveraging and activation in traditional and social media, (4) building sponsorship portfolios and rosters, (5) managing and ending relationships, and (6) understanding public policy and legal issues. Prereqs: MARK 301 and MARK 311, and admission into the sports marketing concentration. Offered: May Term.