California Sports and Entertainment Marketing

California Sports and Entertainment Marketing is a one-semester course designed to promote understanding of fundamental marketing concepts and strategies in the sports, entertainment, and recreation industries. Students will examine organizational structures and financial systems, pricing mechanisms, consumer segmentation, and advertising and sponsorship strategies. The course places a particular focus on integrated promotional campaigns, sales management, merchandising, and market research methodologies. In unit activities, students will analyze marketing functions and positioning strategies, apply leadership and teamwork skills to workplace scenarios, and design comprehensive sports and entertainment marketing events or campaigns. Students will also develop quantitative forecasting techniques and evaluate the effectiveness of marketing campaigns in the sports, entertainment, and recreation field.

There are no required materials for this course.