KIN 3399G - Sport Marketing - Winter 2020 - Course Syllabus

Oct 13, 2026

Western University Kinesiology course syllabus for KIN 3399G Sport Marketing (Winter 2020) outlines instructor and TA contact details, lecture schedule, and OWL-based access to grades, assignments, and deadlines. The course covers strategic sport marketing planning, sport consumers, market research, marketing mix elements (four Ps), and relevant tangible and intangible sport products. Prerequisite Kinesiology 2298A/B, learning outcomes, required materials, recommended textbook and periodicals, and a detailed grading scheme are specified.

LanguageEnglish

CategoryGeneral

FormatPDF

Pages9

Reading Time3 min

AccessFree to download

Course Information

Instructor and Teaching Assistants

Lecture Schedule and Location

Course Policies and Notes

Course Description

Market-Driven Sport Marketing Focus

Key Topics and Learning Outcomes

Learning Outcomes and Schedule

Course Materials

Course Evaluation and Grading

Individual Components

Group Components

Sport Event Analysis Assignment

FW19 Western University Faculty of Health Sciences School of Kinesiology KIN 3399G-Sport Marketing Winter 2020 | Instructor: Dr. Landy Lu
Office: Arts & Humanities Bldg Rm 3B18
Email: [dlu97@uwo.ca](dlu97@uwo.ca)
Office Hrs: Thu 2:30-4:40pm or by appointment
TAs: Tristan Tahta
[ttahta@uwo.ca](ttahta@uwo.ca)
Ozzy Keles
[okeles@uwo.ca](okeles@uwo.ca) | Lectures: Tu 11:30am-12:30pm
Th 11:30am- 1:30pm
Room: Social Sciences Centre Rm 3028 | | --- | --- | NOTE: All course information including grades, assignment outlines, deadlines, etc. are available via OWL. Check the website regularly for course announcements. Calendar Course Description (including prerequisites/anti-requisites): Sport is a market driven industry. Managers cannot successfully operate in the industry without a thorough understanding of the marketing concept and its linkage between customers and products. This course focuses on the strategic sport marketing planning process, the sport consumer, market research and strategies, and the elements of the marketing mix. Prerequisite(s): Kinesiology 2298A/B. Extra Information: 3 lecture hours. You are responsible for ensuring that you have successfully completed all course pre-requisites, and that you have not taken an anti-requisite course. Unless you have either the requisites for this course or written special permission from your Dean to enroll in it, you may be removed from this course and it will be deleted from your record. This decision may not be appealed. You will receive no adjustment to your fees in the event that you are dropped from a course for failing to have the necessary prerequisites. NOTE: If you wish to enrol in this course without the stated pre-requisite(s), you must obtain written approval from the course instructor. The approval should then be forwarded to your academic counsellor. My Course Description Sport is a market driven industry. Managers cannot successfully operate in the industry without a thorough understanding of the marketing concept and its linkage between customers and products. This course is intended to provide you with an overview of critical concepts of sport marketing and the application of these concepts to the sport industry. We will be focusing on some of the key areas of marketing: Market segmentation, market analysis, brand strategy, brand positioning, sport consumer, marketing research and strategies, and four Ps of the marketing mix—product, place, price, and promotion. The course will also cover diverse tangible and intangible products in sport such as licensed merchandise, sponsorship, and e-sports. Throughout the course, you will be responsible for reading and preparing answers to several case studies that will be discussed in class. Learning Outcomes/Schedule: • Identify and delineate theoretical terms, concepts, and philosophies related to sport marketing. (Learn) • Synthesize research and theoretical knowledge as it relates to a particular sport marketing topic/issue. (Analyze) • Apply the knowledge learned in the classroom to the sport industry and real world settings. (Apply) • Develop projects designed to solve current and future problems/issues in the sport industry. (Solve) Required Course Material/Text: All required readings will be posted on OWL. Recommended Textbook: Mullin, B. , Hardy, S. , & Sutton, W. Sport Marketing 4th Edition Recommended Periodicals: Fortune, Business Week, Team Marketing Report, Street & Smith’s Sports Business Journal, Journal of Sport Management, Sport Management Review and so on. Course Evaluation: • Individual o Class participation (5%) o Sport event analysis assignment (20%) o Midterm exam (25%) • Group o Group case analysis presentation and report (20%) o Final group project presentation and report – Website/Social Media/Marketing plan (30%) Final grade for the course will be determined using the following scale: A+ (90-100), A (80-89

FAQs

What course topics does KIN 3399G Sport Marketing cover?

The course focuses on strategic sport marketing planning, sport consumers, market research, market segmentation, brand strategy and positioning, marketing strategies, and the four Ps of the marketing mix (product, place, price, promotion). It also addresses tangible and intangible sport products such as licensed merchandise, sponsorship, and e-sports.

What is the prerequisite for enrolling in this course?

Enrollment requires Kinesiology 2298A/B, and students must ensure they have completed the prerequisites and not taken an anti-requisite. Students without the requisites need written approval from the course instructor, forwarded to their academic counsellor.

How is the final grade calculated in the course evaluation?

The syllabus specifies class participation (5%), an individual sport event analysis assignment (20%), and a midterm exam (25%). Group work includes a case analysis presentation and report (20%) and a final group project presentation and report with website/social media/marketing plan components (30%), with final grades mapped to A+ through F.

Oct 13, 2026

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