Integrated Learning Through Experience: Sports Marketing Education Is All About The Little Things

Abstract

The fun and exciting business of sports entertainment is continuing to grow with sales revenue in the billions.  Sports entertainment is serious business with increasing demand for knowledgeable marketers willing to work hard in a very fun but stressful environment.   After working and experiencing the stadium, the fans, and the related business activities, the students realized that their projects were real and could have important impacts.  With the integration of this knowledge and experience, the students started building mini-marketing plans that were feasible project ideas that could be implemented with management sponsorship.  Another important result was the student realization that the managers and employees who were required to implement the project ideas had no extra time or extra resources.  The project had to gain the support of the managers and employees at the expense of other projects and in addition to their regular business assignments