Advertising Project: Sports Brand Management

1 Unit · Graduate

Concepts presented in this course include positioning, targeting, brand building and measurement, and how advertising, PR and experiential marketing are used to drive brand equity. Based on lectures, guest speakers, readings, classroom and homework exercises, case studies, and a major group project, the course is designed to present students with a practical, hands-on opportunity to work on current issues facing actual sports-industry businesses. The major small group project involves students collaborating in a consulting role with industry professionals from assigned "client companies". The project requires students to meet with their client and with their student-group members outside of class hours to ensure a well-delivered final product.