Welcome to our IDC4U Interdisciplinary Studies, Sports and Entertainment Marketing online course! This comprehensive IDC4U course is designed to introduce students to the essential principles of marketing and management within the sports and entertainment industries. Throughout this IDC4U program, students will learn about marketing strategies and management techniques that can be applied in various contexts, including amateur and professional sports, sporting events, and entertainment. We will explore topics such as selling or renting supplies and equipment for recreational purposes, promoting products or services related to hobbies and cultural events, and understanding businesses focused on enhancing leisure experiences. Join us as we delve into the dynamic world of sports and entertainment marketing, where you will gain valuable insights and skills for success in IDC4U.
Course curriculum
Inside %course-code%: marketing the game and the show
A business credit built around sport and entertainment
Marketing and management as they apply to professional and amateur sport, live events, entertainment and the leisure economy, for students headed into business, marketing and sport management.
Five Agent Challenges
You work as a marketing agent on real cases: a marketing strategy for Toronto FC, Nike’s ‘Risk Everything’ ambush of the 2014 World Cup, a business ethics essay and the industry’s response to COVID-19.
Brand story, sponsorship and campaigns
Target audiences, brand identity and the promotional mix, then integrated marketing communications, past and present campaigns, and sponsorship-linked marketing.
Measure what works, then a final project
Fan and audience satisfaction, ticket and retail sales and return on investment, plus careers in the industry. The course ends with a final project worth 25%, with no written exam.
IDC4U Course outline
Full unit-by-unit breakdown.
An introductory analysis of the marketplace and the marketing of sport and entertainment as products, from the perspective of users and suppliers: the external marketing environment, the economy, the evolution of marketing in these industries, target audiences, brand identity, product, pricing, placement and the promotional mix.
Key topics
The marketing environment · evolution of sports and entertainment marketing · target audiences · brand identity · product, price, place and promotion
Assessed by
Agent Challenge 1: current events report · unit test
An in-depth look at the current marketing arena around sport and entertainment, developing brand identity further through strategy, design, revenue opportunities and the law.
Key topics
Tapping fan passion · brand strategy and design · revenue opportunities · marketing and the law
Assessed by
Agent Challenge 2: Toronto FC marketing strategy · unit test
Analyse current integrated marketing communication strategies and channels alongside past and present campaigns by sports and entertainment brands, and explore how brands are leveraged through sponsorship-linked marketing.
Key topics
Integrated marketing communications · campaigns past and present · channels · sponsorship-linked marketing
Assessed by
Agent Challenge 3: business ethics essay
Study the success of plans and strategies through the management and monitoring of service quality and customer satisfaction: fan and audience satisfaction, ticket and retail sales and return on investment. Investigate careers in the marketing of sport and entertainment.
Key topics
Service quality and customer satisfaction · fan and audience satisfaction · ticket and retail sales · return on investment · careers in the industry
Assessed by
Agent Challenge 4: Nike ‘Risk Everything’ ambush marketing case
Examine how the pandemic affected the sports and entertainment industry: how the industry generates revenue, the fallout from postponing events such as March Madness and the Tokyo Olympics, and the concept of economic impact as it applies to the business of sport and entertainment.
Key topics
Industry revenue models · impact of postponed events · economic impact of sport and entertainment · community relations response
Assessed by
Agent Challenge 5: industry response research
A final project that brings together the marketing concepts and cases of the course.
Key topics
Final project
Assessed by
Final project (25%)
