Sports Marketing

Mark 488/686

When: Spring 2024
Tuesdays and Thursdays
11:00 AM - 1:50 PM

Instructor: Utku Akkok

Description: Sports is one of the most fun and dynamic industries for study or employment. It also contributes significantly to national and local economies. Hockey alone is estimated to create economic activities in excess of $11 billion in Canada (Scotiabank, 2015). 

Sports marketing is a specialized course that aims to help students gain marketing skills that are specific to the sports industry. The course will focus on the development and application of concepts and strategies in terms of both the marketing of sports and using sports as a platform for the marketing of non-sports products. 

The sports marketing activities to be analyzed in this course include sponsorships, licensing, audience segmentation, experiential marketing, and designing promotional strategies among others. Through guest speakers from organizations such as Pepsi, the Edmonton Oilers, and the Edmonton Elks, the course also demonstrates emerging issues and contemporary developments in sports marketing.

Students will have the opportunity to meet marketing managers from Pepsi, the Edmonton Oilers, and the Edmonton Elks!