This course will serve as an introduction to the fascinating world of sport business and international marketing. Students will work on an innovative group marketing plan for a professional sports team from the Dingle and County Kerry region of Ireland. Additionally, students will interact with and visit a local school in Dingle. The stark contrast between Irish and American sports leagues will be identified and discussed. A strong focus will be placed upon both of the following: 1) marketing “of” various sports and sport products, and 2) marketing “through” sport – the latter of which will involve the use of sport as the vehicle to market non-sport products and services. The course includes site visits to related businesses, and key sport figures in Ireland will be brought into the class as guest speakers to supplement the course material.
Tourism and Marketing in Dingle
SM265 – Sports Marketing
Joshua A. Shuart Ph.D.