Course Overview
This course examines the business of sports marketing, with a focus on the four key revenue pillars that professional teams and major sporting events rely on to operate successfully. Students explore how ticket sales, sponsorship, broadcast and digital media, and licensed merchandise contribute to the financial sustainability of sports organizations. The course uses real-world examples from amateur and professional sport, including professional leagues such as the NHL and NBA, as well as major international events like the Olympic Games and the FIFA World Cup. Through applied projects and cases, students gain insight into the commercial and strategic aspects of the sports industry.
Prerequisite(s)
- No prerequisites are required for this course.
Credits
3.0
Domestic fees
$566.35
International fees are typically 3.25 times the domestic tuition. Exact cost will be calculated upon completion of registration.
Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Explain the sports industry, its key participants, and the unique social and economic environment in which it operates
- Identify the primary sources of revenue that fuel sports teams and major sporting events
- Explain the financial challenges faced by sports organizations and the unique factors affecting Canadian teams
- Differentiate between qualitative and quantitative research, and apply these research methods to inform sports marketing decision-making
- Understand the history of the Olympic Games and evaluate the key factors involved in successful Olympic Games and FIFA World Cup host city bids
- Outline the role, structure, and multidisciplinary functions of Olympic Games and FIFA World Cup International Organizing Committees
- Explain the history of the NBA and NHL in Canada and analyze the business relationships that they have with their franchised teams
Effective as of Spring/Summer 2026
Related Programs
Sports Marketing (MKTG 1119) is offered as a part of the following programs:
- Indicates programs accepting international students.
School of Business + Media
- Business Administration (Marketing Option)
Diploma Part-time
- Event Marketing and Management Strategy
Certificate Part-time
- Marketing Management
Certificate Part-time
- Marketing Management (Marketing Communications Option)
Certificate Part-time
- Marketing Management (Professional Sales Option)
Certificate Part-time
Course Offerings
Spring/Summer 2026
Below is one offering of MKTG 1119 for the Spring/Summer 2026 term.
CRN 69939
Dates
Apr 08 - Jun 24 Loading
- CRN 69939
- $566.35 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Apr 08 - Jun 24 | Wed | 17:30 - 20:30 | Downtown DTC Rm. 472 |
Duration
12 weeks
Instructor
Dave Doroghy
Course outline
Course outline TBD — see Learning Outcomes in the interim.
Important information
- This course is held in-person at the downtown campus. To be successful in this course, plan to spend 7-10 hours per week on your studies, starting week 1. If this course is showing as full, please contact Candace_Marrington@bcit.ca and request that your name be added to the waitlist and please include your full name and student ID.
Confirmation
Required
To proceed with registration and add this course to the cart, please confirm:
Status
If you have any questions about this course, please contact us.
Programs and courses are subject to change without notice. Find out more about BCIT course cancellations.