Marketing and Media 

Instructor: Michael Martin, 


Course title: Marketing and Media

Course code: SKB216 -SB01

Credits: 3

Course Description

Presents the analysis of theoretical marketing processes and the strategies of product development, pricing, promotion and distribution and their applications to the snow sport business and the individual consumer.


Course Competencies and Objectives: (Competencies View:)

  • Develop a working knowledge of snow sport marketing terminology and issues 

  • Identify the basic relationship of marketing to other functional areas of the snow sport industry.

  • Define the basic elements of a marketing strategy for the snow sport industry

  • Identify and apply demographic and psychographic information in marketing planning for ski & snowboard products

  • Define market segmentation, steps in its application, and how it affects the success of a ski & snowboard product or service

  • Compare the different buying behavior and decision making techniques among snow sport business, organizational, and the tourism consumer

  • Explain the concepts of the marketing mix 

  • Understand the use of Media in the snow sport industry 


General Education Transfer Degree Competencies:

  • The Basics of Snow Sport Marketing

  • The Environmental Factors of Snow Sport Marketing

  • Marketing Research and Global Information Systems

  • Ski and Snowboard Consumer and Business Behavior

  • Snow Sport Market Segmentation and Positioning

  • Snow Sport Products and Product Life Cycle Strategies

  • Marketing Mix

  • Ethics in Marketing

  • Use of Media in Marketing



Individual Development and Educational Assessment (IDEA) Objectives:

  • Gaining factual knowledge (terminology, classifications, methods, trends).

  • Learning fundamental principles, generalizations, or theories.

  • Learning to apply course material (to improve thinking, problem solving, and decisions).

  • Developing specific skills, competencies, and points of view needed by professionals in the field most closely related to this course.

  • Acquiring skills in working with others as a member of a team.