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An Examination of the Undergraduate Sport Marketing Curriculum: Tying Together Course Objectives and Assignments

Scott R. Swanson and Kevin P. Gwinner

Given the dearth of research on sport marketing curriculum, individual faculty are often left without access to substantial resources that aid in course design. Utilizing content analysis this study identifies current undergraduate sport marketing course topic areas, objectives, and presents a number of useful exercises. Significant differences between stated objectives and required exercises, as well as where a course originates are provided. The findings should assist new faculty in developing sport marketing courses, as well as aid current faculty in updating existing courses by providing new insights and ideas.