Sports & Entertainment

Marketing

Soumya Sarkar
IIM Ranchi
2018-20
Term V
Course Structure

Stand-alone specialised course on Marketing of Entertainment products

• What does it encompass

• Concept of entertainment
• Global entertainment industry
• Consumer behaviour towards entertainment product
consumption
• Technology
• Media
• Marketing mix
Content

Elements to be used

• Discussions on all issues related to Entertainment

marketing
• Examples
• Applications
• Cases
• Real life assignments
• Projects
Course Administration

Pedagogy and Evaluation

• End term examination – 35%

• Open-book
• Mid-term examination – 25%
• Closed book
• Group Assignments – 20%
• Group Project – 20%
Group Project

Research Project

• Select any topic in Sports and/or Entertainment

Marketing
• Document: not exceeding 10 A4 pages (excluding
cover page, reference list)
• Literature review
• Reading of relevant articles from Marketing journals and
magazines listed later
• Primary data (optional)
• To be uploaded on Turnitin
• Presentation in the last two sessions
• No submission
Sources

Journals

• Sport Marketing Quarterly

• Journal of Marketing Communications
• Sport Management Review
• International Journal of Sports Marketing & Sponsorship
• Journal of Applied Sport Management
• International Journal of Sport Management and
Marketing
• International Journal of Media Management
• Sports and Society
plus regular Marketing journals
Sources Contd.

Magazines

• The Economic Times

• Harvard Business Review
• The Wall Street Journal
• Financial Times
• McKinsey Quarterly
• Fortune
• Forbes
• Bloomberg Business Week
• Sloan Management Review
• California Management Review
• Marketing News
Indicative Topics
• Differences in fandom behavior between Indian and western
consumers
• Sports tourism: Predictors of success
• Box office success for films: New versus sequels
• Social media adoption by sports consumers
• Use of social media in movie launch
• Celebrity endorsement and sports/movie performance
• Artistic forms (sports, movies, music) as reflectors of society and
consumption
• Marketing Indian sports and entertainment to global consumers
• Self image, brand image, and celebrity image: the consumption triad
• Brand image calculation for sports and entertainment celebrities
• Content analysis of movies to study societal changes
Session Plan (Tentative)

Session Topic Case/Reading

1 World of Sports & Entertainment Film Stars & Gurus (Reading)

2 Trends & Legal Issues

3 Sports Marketing Real Madrid (Multimedia Case)

4 Entertainment Marketing Lady Gaga (Case)

5 Leisure Measure of Mood

6 Ballygunge Place (Case)
THANK YOU!!