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Nov 27, 2024
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MKT 231 - Sports and Entertainment Marketing
Semester Hours: 3
Fall, Spring
This course takes a global, professional, and managerial approach to the study of sports and entertainment marketing. A full marketing plan is developed on an assigned subject. The course focus is on such topics as understanding the unique aspects of the sports and entertainment industries, deciding whether and how to globalize, creating and maintaining an identity in the marketplace, developing a target market strategy and sustaining a fan base, setting product and venue strategies, selling media rights, generating auxiliary sales revenues (including licensing), devising promotional and public relations strategies, dealing with the media, forming community and sponsor relationships, making pricing decisions, and weighing legal and ethical issues. Also covered are gender issues, fan behavior, the marketing of collegiate sports and regional entertainment, and celebrity endorsement strategies.
Prerequisite(s)/Course Notes:
MKT 203 . Open only to matriculated graduate students in the Zarb School of Business and in other Schools at Hofstra where appropriate. See specific program requirements.
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