Hello, my name is Beth and I am a junior at “University of K,” studying sport management. I want to take you through my journey of learning about sport analytics and what analytics means to me now. This semester, I am enrolled in a junior-level sport marketing class. I just completed an assignment
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Analytics in Sport Marketing
Ceyda Mumcu and Gil Fried
Concise Introduction to Sport Marketing
Zack P. Pedersen
By T. Bettina Cornwell and Steffen Jahn. Published 2023 by Edward Elgar Publishing . $41.95 (paperback), $125.00 (hardcover). 206 pp. Authors T. Bettina Cornwell and Steffen Jahn have worked together to publish an efficient summarization of the realm of sport marketing, aptly titled Concise
Research Outlets in Sport Marketing: The Need for Increased Specialization
Daniel F. Mahony and Brenda G. Pitts
While Weese recently recommended that JSM and NASSM become more practitioner-oriented, Cuneen and Parks argued that JSM and NASSM need to maintain a more theoretically-oriented approach. Further, Cuneen and Parks agreed with Weese's suggestion that a new practitioner-oriented journal could be developed in order to meet the current needs of practitioners and to provide opportunities for both types of research. The authors of this paper would like to go further and suggest that it is important to allow for both types of research within the various content areas. However, despite the popularity of sport marketing in North America, there is currently only one practitioner-oriented journal specializing in this area. The authors of this paper believe that there is an immediate need for a theoretical sport marketing journal that, together with the Sport Marketing Quarterly, will contribute to the development of this content area.
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.
Advanced Theory and Practice in Sport Marketing, 3rd ed.
Tim Wilson
By Eric C. Schwarz and Jason D. Hunter. Published 2018 by Routledge , New York, NY. $52.95 . 354 pp. ISBN: 978-1-138-06158-3 The third edition of Advanced Theory and Practice in Sport Marketing is an excellent resource for both sport management faculty and students. Eric C. Schwarz and Jason D
To Stream or Not to Stream? A Case of Social Media Management Within a Professional Sport Organization
Sarah Wymer, Michael L. Naraine, Ashleigh-Jane Thompson, and Andy J. Martin
This is a fictional case based on the actual management of a social media strategy that occurred in a professional sport organization in Queensland, Australia. The intention of the case is to explore a range of social media management themes such as live streaming, audience reach, fan engagement, and decision making as they apply to a sport organization. The case primarily focuses on social media live streaming (specifically Facebook Live) and aims to provide an understanding of live video posts in comparison with other post types (i.e., photo, video, text, and links). The case develops within the theoretical frameworks of relationship marketing, fan engagement, and social media, and is suitable for students learning about sport marketing, sport sponsorship, promotion and public relations, and other communication courses in sport management. Specifically, students are tasked with developing a range of potential strategies to support the lead character, Michael Battersby, in implementing live streaming within a social media strategy.
Implementing Kolb’s Experiential Learning Theory Into Men’s Collegiate Basketball Sport Marketing Project
Chris Croft, John Miller, and Sarah Stokowski
10, 2019). To address the decline of student attendance, the new head men’s college basketball coach reached out to a sport marketing professor at the university to discuss involving the class in an experiential learning activity. After several meetings to address the marketing goals and process, it
Social Media and Consumer Behavior
Andrea N. Geurin
) International Journal of Sport Communication Professional tennis players’ self-presentation on Twitter Self-presentation Content analysis Quantitative Pronschinske et al. ( 2012 ) Sport Marketing Quarterly Relationship between Facebook page attributes and participation by fans Relationship marketing Content
Opportunities for Advancing Relationship Marketing and Social Media Research
Rebecca M. Achen
Sport marketing researchers have been writing about the application of relationship marketing to sport marketing since the late 1990s (e.g., Shani, 1997 ), and when social media platforms began to proliferate, researchers drew on relationship marketing to study and explain their use in sport. The
