Advanced Theory and Practice in Sport Marketing

Eric C. Schwarz is a Senior Lecturer in Sport Management and Chair of the Postgraduate Courses in Sport Business and Integrity at Victoria University, Australia. He also serves as the Research Group Leader for Sport Business, Policy, and Integrity in the Institute of Sport, Exercise, and Active Living (ISEAL). He has published over 30 articles, book chapters, and encyclopedia entries; given more than 80 conference presentations, guest lectures, and keynote speeches globally; and was the recipient of the 2016 SMAANZ Industry Engagement Grant. In addition to three editions of this book, he is lead author for two editions of Sport Facility Operations Management: A Global Perspective, and the second edition of Managing Sport Facilities and Major Events, also published by Routledge Jason D. Hunter a tenured Associate Professor of Physical Education in Sport Management at Rockford University, USA. Hunter has dedicated his life to teaching and coaching at the collegiate level, serving as a head coach of baseball and women’s soccer, assistant athletic director, and faculty member at New England College; head men’s and women’s soccer coach and faculty member at North Central College; and a tenured assistant professor of physical education at the College of DuPage. Hunter has been selected as Coach of the Year ten times and Adidas Central Coach of the Year in 2005. In his current role at Rockford University, he teaches both undergraduate and graduate classes in sport management, in addition to being responsible for developing a Master’s Degree in Sports Management

PART I: Sport Marketing: The Basics 1. Introduction to Sport Marketing 2. Social Responsibility in Sport Marketing 3. International and Global Sport Marketing Concepts PART II: Understanding the Sport Consumer 4. Sport Marketing Research and Information Systems 5. Sport Consumer Behavior PART III: Preparing the Sport Marketing Infrastructure 6. Sport Products and Logistics Management 7. Branding and Sport Brand Management 8. Sales Management in Sport PART IV: Promotional Aspects of Sport Marketing 9. Communications and the Sport Promotions Mix 10. Social, Digital, and Mobile Marketing in the Sport Industry 11. Destination Marketing and Sport PART V: Evaluating Sport Marketing Performance 12. Generating Impacts and Legacies through Sport Marketing 13. Using Analytics to Determine Sport Marketing Success Appendix 1: Master Syllabus Appendix 2: Glossary