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EMHS 642: Marketing Hockey Strategically Report a Broken Link

More so than in other professional sports, the bulk of the revenues of a professional hockey franchise derive directly and indirectly from ticketing sales and ingress spending. Fans attending and following games and their geographical markets differ (a) in their ability to pay for tickets, (b) in the amount they will spend on concessions and other merchandise, and (c) in their capacity to attract advertisers and sponsors. Moreover, the appeal of other entertainment options – sports and otherwise – differs among various groups of fans and in different markets. For this reason, the focus of this course is on identifying, understanding, and targeting the fans, viewers, and spectators with the greatest potential to increase a franchise’s profitability and valuation. Specifically, the course takes a marketing decision making (i.e., strategy) approach to each of the key stakeholders in the business of ice hockey.

Podcasts

Podcast Introduction: O’Reilly, N. (2016). Welcome to EMHS-642 [Audio file]. Faculty of Business, Athabasca University.
Podcast 1: O’Reilly, N. (2016). EMHS-642 Podcast 1 [Audio file]. Faculty of Business, Athabasca University.
Podcast 2: O’Reilly, N. (2016). EMHS-642 Podcast 2 [Audio file]. Faculty of Business, Athabasca University.
Podcast 3: O’Reilly, N. (2016). EMHS-642 Podcast 3 [Audio file]. Faculty of Business, Athabasca University.
Podcast 4: O’Reilly, N. (2016). EMHS-642 Podcast 4 [Audio file]. Faculty of Business, Athabasca University.
Podcast 5: O’Reilly, N. (2016). EMHS-642 Podcast 5 [Audio file]. Faculty of Business, Athabasca University.
Podcast 6: O’Reilly, N. (2016). EMHS-642 Podcast 6 [Audio file]. Faculty of Business, Athabasca University.
Podcast 7: O’Reilly, N. (2016). EMHS-642 Podcast 7 [Audio file]. Faculty of Business, Athabasca University.
Podcast 8: O’Reilly, N. (2016). EMHS-642 Podcast 8 [Audio file]. Faculty of Business, Athabasca University.

Required Readings

Week 1

Exercise 1: Hockey's biggest decision

Week 2

Reading 1: O’Reilly, N. and Foster, G. (2010). “Anaheim Ducks (A): Three eras of professional hockey in Anaheim”, Harvard/Stanford Case Study Series.
Reading 2: O’Reilly, N. and Foster, G. (2009). “Anaheim Ducks (B): Managing the 2007 Stanley Cup champions”, Harvard/Stanford Case Study Series.
Exercise 2 Case Study: Florida Panthers  
Exercise 2: Read the “Financial analysis of the Florida Panthers of the National Hockey League (NHL)" case study before completing this exercise.

Week 3

Video 1: TSN (2010, July 6). Why not Canada: Part 2, why not Winnipeg [Video]. YouTube. https://www.youtube.com/watch?v=IUUnYCIg4ak
Reading 3: O'Reilly, N., Nadeau, J, Pegoraro, A., & Jones, F. (2008). NHL small market expansion: Racial—ethnic identity, player selection and club profitability. North Bay, ON: Nipissing University.
Exercise 3: Team services management and the NHL CBA

Week 4

Reading 4: O’Reilly, N., Foster, G., and Boynton, D. (2010). "Global events as drivers of growth: The case of Hockey Canada", Harvard/Stanford Case Study Series, E376.
Exercise 4: Ice hockey national sport organization leader roles

Week 5

Reading 5: O’Reilly, N., Bandeh-Bahman, G., & Lafrance Horning, D. (2015). “Launching a national sport organization loyalty program: The case of Club Hockey Canada”, Case Studies in Sport Management Journal
Exercise 5: "Leaf Nation" - A powerful sport brand

Week 6

Reading 6: Abeza, G., O’Reilly, N., Séguin, B., & Nzindukiyimana, O. (2017). Social media as a relationship marketing tool in professional sport: A netnographical exploration. International Journal of Sport Communication, 10(3), 325 -358.
Reading 7: O’Reilly, N., Foster, G., Murray, R., and Shimizu, C. (2015).  Merchandise sales rank in professional sport: Purchase drivers and implications for National Hockey League clubs. Sport, Business, Management: An International Journal, 5(4), 307-324
Exercise 6: Developing athletes and sponsorship

Week 7

Reading 8: O’Reilly, N. (2015). Ice hockey in Canada: 2015 impact study [Unpublished report]. 
Exercise 7: 2016 Stanley Cup FInals  - Secondary market for tickets

Week 8

Reading 9: Foster, G., O'Reilly, N., Shimizu, C., Khosia, N., & Murray, R. (2014). Determinants of regional sport network television ratings in MLB, NBA and NHL. Journal of Sport Management, 28(3), 356-375.
Exercise 8 Case Study 2: RSN – Blackhawks
Exercise 8: Read the case "The fall of FSN Chicago and the rise of comcast sportsnet Chicago: The Case of the Chicago Blackhawks"

Supplementary Readings

Week 1 Supp. Rdgs.

Supplemental Reading 1: Nadeau, J., & O'Reilly, N. (2006).Developing a profitability model for professional sport leagues: The case of the national hockey league. International Journal of Sport Finance, 1(1), West Virginia University, pp. 46-62.
Supplemental Reading 2: O'Reilly, N., & Nadeau, J. (2006). Revenue generation in professional sport: A diagnostic analysis. International Sports Management and Marketing, 1(4). Inder Science Enterprise Ltd.

Week 2 Supp. Rdgs.

There are no readings this week.

Week 3 Supp. Rdgs

There are no readings this week.

Week 4 Supp. Rdgs.

There are no readings this week.

Week 5 Supp. Rdgs.

Supplemental Reading 1: Boylen, R. (2017, November 23). Breaking down four cities the NHL could expand/relocate to. Sportsnet. https://www.sportsnet.ca/hockey/nhl/nhl-expansion-relocation-houston-seattle-quebec-city/
Supplemental Reading 2: Rosenhek, S. (2018, April 12). Vancouver Canucks: Hockey culture is ruining the growth of this game. Fansided. https://thecanuckway.com/2018/04/12/vancouver-canucks-hockey-culture-ruining-growth-game/
Supplemental Reading 3: Bukhari, J. (2017, April 12). Here's what the NHL playoffs will mean for Canada's economy. Fortune. https://fortune.com/2017/04/12/nhl-playoffs-canadian-economy/

Week 6 Supp. Rdgs.

Supplemental Reading 3: Abeza, G., O’Reilly, N., Séguin, B., & Nzindukiyimana, O. (2017). The world’s highest-paid athletes, product endorsement, and Twitter. Sport, Business and Management: An International Journal, 7(3), 332-355.

Week 7 Supp. Rdgs.

There are no readings this week.

Week 8 Supp. Rdgs.

There are no readings this week.