This course provides an advanced perspective of historical, contemporary, and future issues and trends in sport marketing, equipping students with skills in marketing, sponsorship, and brand management to work in the dynamic and competitive sports industry. This course includes not only a review of introductory sport marketing terms, concepts, and key sport marketing theories and frameworks, but also progresses to advanced concepts through the semester.

This course introduces students to the vast, growing and varied literature and conceptual foundations that are directly and indirectly associated with sport management. A decision-making frame is adopted and key stakeholders, applications and concepts reviewed. Key areas of sport management literature (sponsorship, sport finance, sport communications) are emphasized.