Course Format and Student Assessment 1.

Suggested reading the list to be given to the students at the start of the term: a) What They Dont Teach You at Harvard Business School by Mark H McCormack b) The Elusive Fan by Philip Kotler, Irvin Rein and Ben Shields c) The Business of Cricket The Story of Sports Marketing in India by Shyam Balasubramanian and Vijay Santhanam No formal summary of the suggested reading is needed to be submitted; no assessment for this. 2. Group Project: 50% A brief will be given to the students at the start of the term. Please note: besides a typed report, the students will be asked to present during the workshop and, following the presentation, there will be a Q&A session on each project this will be at the end of the term, on Feb 3rd. 3. Workshop (Class) Participation: 15% Value added comments and relevant questions, which enhance the overall course for the entire group would be credited suitably. 4. Final exam, on Feb 4th: 35% It will be an open book exam, subjective in nature. The students will be assessed on leadership, logical thinking, creativity, clear, persuasive communication and use of the course content. To give an example of a question that would be if the exam is today If you were the Sports Minister of India and you have been given carte blanche, how would you revive Hockey in the country? Workshop Sessions (10 Sessions, totally 15 hours) Sessions Session 1 1.5 hours SB Jan 12: 16001730 Session 2 1.5 hours SB Jan 12: 17451915 Session 3 1.5 hours SB Jan 13: 16001730 Session 4 1.5 hours SB Brand Ambassadors Part 1 How to choose and use them to drive brands revenue and equity The Rise of Sports Marketing in India and key growth drivers Faculty Content Global and Indian market size and growth Support PricewaterhouseCooper report (Global, with regional split and source of revenue) Variety of published Indian data

Consumer marketing vs. sports marketing Fans vs. consumers - Gillette Sporting insights - MRF When to use sports marketing and when - Dhoni & bikes not to Global club and league model and club/franchise economics Forbes article on EPL, NFL and NBA Published data on P&L of IPL franchises

- David Beckham (Asia) - Cristiano Ronaldo (Global)

Jan 13: 17451915 Session 5 1.5 hours VS Jan 19: 12001330

Return on Time concept How to construct a contract Brand Ambassadors Part 2 How to drive year after year - consistency and continuity Using non-Indian brand ambassadors successfully in India Creating innovative ways to build brand equity VS Guerilla sports marketing Adam Gilchrist (Australia) Gary Lineker (UK) Cinthol - Imran Khan Vimal Suiting Brett Lee

Session 6 1.5 hours Jan 19: 14151545 Session 7 1 hour Feb 3: 12001300 Session 8 2 hours Feb 4: 13451545 Session 9 1 hour Feb 4: 12001300 Session 10 2 hours Feb 4: 13451545 SB and VS SB and VS SB and VS SB and VS

- Castrol Football index and Cricket index - Pepsi vs. Coke 1996

Sponsorship of global events

- Football World Cup 2010 (multiple brands used in different ways) - Olympics - P&G Students choice of any form that enhances the clarity and persuasion e.g. PowerPoint slides, graphs, charts etc.

Group Project presentations by the students and Q&A

Key lessons in sports marketing

The importance of the fan Risk management in sports marketing

Open Exam (Students can use books, surf google etc.)

Question Paper Answers ideally typed ; if IIML procedures insist, then written

Notes: 1. In most of the sessions, the faculty will lead. In general, PowerPoint will be used with the support of videos. The session will typically start with key points via slides and then enriched via cases and examples. 2. In two sessions the group project presentation and the exam, the students will lead. 3. Discussion, debates and Q&A throughout the workshop will be critical in driving the course value. Therefore, an open and transparent class atmosphere will be needed and the faculty will take the lead on that.