Sports and Entertainment Marketing 11

Student receives Marketing and Promotion 11 credit

View the Learning Outcomes for this course: Marketing 11 Integrated Resource Package (Learning Outcomes begin on page 134)


Have you ever wished to play sports professionally? Have you dreamed of one day becoming an agent for a celebrity entertainer? If you answered yes to either question, then believe it or not, you’ve been fantasizing about entering the exciting world of sports and entertainment marketing. Although this particular form of marketing bears some resemblance to traditional marketing, there are many differences as well—including a lot more glitz and glamour! In this course, you’ll have the opportunity to explore basic marketing principles and delve deeper into the multi-billion dollar sports and entertainment marketing industry. You’ll learn about how professional athletes, sports teams, and well known entertainers are marketed as commodities and how some of them become billionaires as a result. If you’ve ever wondered about how things work behind the scenes of a major sporting event such as the Super Bowl or even entertained the idea of playing a role in such an event, then this course will introduce you to the fundamentals of such a career.


  • UNIT ONE: Basic Principles of Marketing
  • UNIT TWO: Introduction to Sports & Entertainment Marketing
  • UNIT THREE: Principles of Effective Sports & Entertainment Marketing in the 21st Century
  • UNIT FOUR: Diversity and Demographics
  • UNIT FIVE: Event Marketing
  • UNIT SIX: Product Marketing
  • UNIT SEVEN: Sponsorships and Endorsements
  • UNIT EIGHT: Finances
  • UNIT NINE: Careers in Sports & Entertainment Marketing
  • UNIT TEN: Societal and Cultural Influences


  • First Assignment                                                     7%
  • Unit Questions, Discussions & Quizzes             63%     (10 units total including First Assignment worth 7% each)
  • Midterm                                                                  15%
  • Final Exam                                                              15%

Required Resources: a computer with internet access.

BC Performance Standards