SHN7122 - Sports Marketing

Objectives:

On successful completion of the module, students will be able to:
Critically evaluate the theoretical aspects of sports marketing and their application to the sports industry.
Apply knowledge and understanding of generic and sports-specific marketing theories to the practice of both the marketing of sport and marketing through sport.
Critically evaluate the role of integrated marketing communications in building sports brands, and their application in a range of sports marketing contexts.
Identify, and compare, the critical success factors of an effective sport marketing strategy

Content:

The module will consider the main principles of marketing and demonstrate how these principles are relevant for a variety of sport organizations. For example, for many professional sports teams, who face competition for spectators from a variety of other leisure activities, understanding the needs of their supporters and developing an effective strategy to maintain and increase attendance at a sport event are important. For National Governing Bodies marketing a development programme to increase the membership base is critical to increasing participation.

The key components of the marketing mix are critical in order to understand the increased role for marketing in modern sport. The focus is on the application of marketing principles and processes to the sport industry with an emphasis on research-based literature. This module will emphasise breadth over depth: topics to be covered include understanding consumer needs, segmentation of the sports customer, the need for integrated marketing communications; the role of sponsorship as a key revenue source for sport organizations, and pricing strategies. Throughout the module the use of case study examples from the sport industry will enable students to develop an understanding of how marketing is applied within the sport industry.

Learning and Teaching Information:

The module will be delivered through weekly workshop sessions, including lectures, class exercises, project team tasks and tutorials within each session, which ensure consolidated learning, and are supported by Moodle-based activities and reading.

Workshops
Hours: 20
Intended Group size: Whole cohort

Guided independent study
Hours: 180

Further details relating to assessment
*Negotiated assessment method refers to: online marketing portfolio (video, online ad, social media campaign, rationale report), offline marketing portfolio (forum, promotional material, visual ads, rationale report).

Assessment:

001 Group presentation (Pitch) Term 2 week 6 50%
002 Report or Negotiated Assessment 2000 word equiv Term 2 week 10 50%

Fact File

Module Coordinator - KOSTAS ZERVAS
Level - 7
Credit Value - 20
Pre-Requisites - NONE
Semester(s) Offered - 7T2

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