MKTG 5262 - International Brand Strategies in the Sport Entertainment Industry

3 hours

Serves as a graduate introductory course to brands that allow students to become acquainted with brand strategies within the (international) sport entertainment industry. Students learn the concepts of branding and how it pertains to the international sport entertainment industry. Introduction to topics such as brand equity, tangible and intangible components of branding, brand communities, brand extensions, and brand growth strategies. A strong emphasis is placed upon case studies to better understand how professional sport organizations have used their brands to generate revenue. By the end of the course, students will be able to apply their knowledge of international sport branding to the development of a brand strategy report that would allow a U.S. based professional sport organization to brand their organization to a global audience.

Prerequisite(s): Admission to the MBA in Sport Entertainment Management.

Course specific fees (in addition to tuition and mandatory):
Academic (AF) per hour: $15.50