Strategic Marketing Management

Course Description

This course examines the theoretical underpinnings and practical applications of marketing and promotion strategies for parks, recreation, tourism, and sport organizations. Covers key marketing concepts (research) and strategies (actions) using case studies. There is significant discussion on marketing activation and leveraging strategies by developing a marketing plan.

Learning Objectives:

1. Define and apply key PRTS marketing concepts 
2. Understand the theories that underline PRTS marketing processes 
3. Understand how to create and apply a PRTS marketing plan 
4. Evaluate sport/rec. marketing strategies and tactics 
5. Identify future trends and challenges in marketing and how they can associate with current PRTS marketing practices 

A 4-H Volunteer teaches youth during a 4-H Horse Club meeting.

Reflections and Summary

Before Dr. Casper’s Marketing Management course, I had very little experience in marketing. Throughout this course, weekly class discussions with Dr. Casper and my peers, along with the readings and case studies, my understanding of marketing in PRTS organizations broadened. I learned how to look at consumer behavior, examine target markets, and develop strategies to more effectively market programs and events which culminated in the final project involving creating a marketing plan for one of my programs. 

This course challenged me to look at my current marketing efforts (or lack thereof) and reconsider my previously haphazard approach to marketing. It encouraged me to take a more strategic approach to marketing which has since led to more desirable outcomes in my 4-H program.

Primary Artifact: 4-H Volunteer Marketing Plan