Sports Marketing Specialization

If you are a Western Michigan University student looking for a career in the exciting field of sports marketing, then you are at the right place. The sports marketing specialization provides students with a unique understanding of the business side of the sports industry, helping prepare students for a dynamic career in the fast-growing field.

Two courses constitute the sports marketing specialization: MKTG 3800, Sports Marketing, and MKTG 4820, Advanced Sports Marketing. Both courses require instructor approval to enroll.

Request instructor approval to enroll

MKTG 3800: Sports Marketing

This is the foundational course for the Sports Marketing Specialization. You'll study the objectives, strategies and tactics of all phases of sports marketing, including marketing of sports, and marketing through sports. Topics covered will include sponsorships, endorsements, licensing, venue management, event planning and management, and Integrated Brand Communications. Public Relations and Community Involvement will be stressed. A major term project will delve into a real world sports marketing problem, and will challenge sports marketing students to solve the branding problem through critical thinking,  as well as strategic planning and executions.

MKTG 4820: Advanced Sports Marketing

The second course in the sequence, Advanced Sports Marketing builds on the first course, but is quite different in approach. This course concentrates more on projects, and stresses research, writing, and immersion in the world of sports marketing. Projects include a personal career project, a class-wide entrepreneurial endeavor involving a proposal to plan and execute a sports franchise in a specific market, and a practical real world project where the student will get experience in planning and executing a sports marketing event.

This is where you start … even if you won't be taking the courses for a while.

As you are getting started here at WMU, its a great idea to get involved with the areas that interest you the most. If you think you want to pursue a career in sports marketing, join the sports marketing community by completing the form belowand keep in touch with everything that we're doing. 

Field trips, guest speakers, career fairs, Sports Marketing Club and team competitions are all on the drawing boards, and you can be a part of it from the get-go. There are plans in place to generate an electronic newsletter, and you will be on the list for some interesting reading each month. The future is bright for sports marketing here at WMU … be a part of it.