SPOR08014 2022 Sports Marketing
Full Title
Sports Marketing
Transcript Title
Sports Marketing
Code
SPOR08014
Attendance
75 %
Subject Area
SPOR - 1014 Sport
Department
MKTS - Marketing, Tourism & Sport
Level
08 - Level 8
Credit
05 - 05 Credits
Duration
Semester
Fee
€
Start Term
2022 - Full Academic Year 2022-23
End Term
9999 - The End of Time
Author(s)
Aileen Brennan, Roddy Gaynor
Programme Membership
SG_BSPOR_H08 202200 Bachelor of Business (Honours) in Sport with Business
SG_BSPOR_K08 202200 Bachelor of Business (Honours) in Sport with Business
SG_BSPOR_H08 202400 Bachelor of Business (Honours) in Sport with Business
SG_BSPOR_K08 202400 Bachelor of Business (Honours) in Sport with Business
Description
The factors that are impacting sport in a modern business environment such as globalisation and commercialisation are having a profound affect on the way that the classic marketing principles are now applied. This module examines the strategies activated by organisations in the marketing of sport and the investment and strategy deployed by business in marketing through sports.
Learning Outcomes
On completion of this module the learner will/should be able to;
1.
Understand of the concepts and theories of sports marketing
2.
Demonstrate the importance of marketing as a core component for all organisations involved in the business of sport. This includes 'marketing through sports' and 'marketing of sports'
3.
Understand the dynamic nature of globalization and commercialization as they impact on the critical components of sports rights, sponsorship and branding in the strategic application of marketing through sports
4.
Apply market segmentation and service principles to the marketing of sports as it relates to the participant, athlete, spectator, fan and general public
5.
Illustrate the fundamentals of marketing research and ethical issues as they apply to sports marketing
Teaching and Learning Strategies
The module will thought via lectures, tutorials, case studies and action based learning.
Module Assessment Strategies
|
Learning Outcome |
Learning Methodology |
Assessment Method |
|
1. The student will have an understanding of the concepts and theories of sports marketing |
Reading, lecture, class discussion, case studies, |
Written exam |
|
2. The student will be able to demonstrate the importance of marketing as a core component for all organisations involved in the business of sport. This includes 'marketing through sports' and 'marketing of sports' |
Reading, lecture, class discussion, case studies |
Written exam, group/individual written assignments |
|
3. The student will be able to understand the dynamic nature of globalization and commercialization as they impact on the critical components of sports rights, sponsorship and branding in the strategic application of marketing through sports |
Reading, lecture, class discussion, case studies, |
Written exam, group/individual written assignments |
|
4. The student will be able to apply market segmentation and service principles to the marketing of sports as it relates to the participant, athlete, spectator, fan and general public 5. The student will have the knowledge of the fundamentals of marketing research and ethical issues as they apply to sports marketing |
Reading, lecture, class discussion, case studies
Reading, lecture, class discussion, case studies |
Written exam, group/individual written assignments,
Written exam, group/individual written assignments, |
Repeat Assessments
Students must achieve an overall grade of 40% to pass module. If a student has failed overall, they will be required to repeat the specific elements that they have failed.
Indicative Syllabus
1. Sport Marketing 15%
- Review the critical principles of marketing in defining sport marketing.
- Approaches to marketing - marketing through sport and marketing of sport.
- The Sport Marketing industry.
2. Globalization and Commercialization in Sport 15%
- Definition and understanding of the inter-connectivity of these phenomena in the sports industry
- Examination of the opportunities to non sports organisations in marketing through sports
- Examination of the ethical considerations and potential abuse of organisations in globalised context
3. Exploration of Marketing through Sports 30%
- Examination of Sports Sponsorship - trends, growth, components, proposals, assessment, leveraging and ambush marketing
- Examination of Sport Rights - intellectual property, role of agents, rights protection, endorsements, licensing, image rights
- Explore industry specific case studies (eg football / fitness/ golf) - International and National
4. Exploration of Marketing of Sport 30%
- Segmentation and differentiation of the sports market - establishing the brand
- Decisions in sports marketing - 7P's analysis
- Integrated sports marketing communications - components of sports promotion campaign, role of digital platforms
- Case studies in sport - how effective are Irish sports bodies? - Importance of relationship marketing for sports bodies
5. Marketing Research in Sport 10%
- Information collection as basis for decision making in sport marketing
- Sports marketing research process
- Case studies in marketing research
- Activation of marketing research in sport
Coursework & Assessment Breakdown
Coursework & Continuous Assessment
50 %
End of Semester / Year Formal Exam
50 %
Coursework Assessment
| Title | Type | Form | Percent | Week | Learning Outcomes Assessed | |
|---|---|---|---|---|---|---|
| 1 | Organisation Marketing Plan | Coursework Assessment | Group Project | 50 % | OnGoing | 2,3,4,5 |
End of Semester / Year Assessment
| Title | Type | Form | Percent | Week | Learning Outcomes Assessed | |
|---|---|---|---|---|---|---|
| 1 | Final Exam Module Exam | Final Exam | Closed Book Exam | 50 % | End of Year | 1,2,3,4,5 |
Full Time Mode Workload
| Type | Location | Description | Hours | Frequency | Avg Workload |
|---|---|---|---|---|---|
| Lecture | Tiered Classroom | Subject lectures | 2 | Weekly | 2.00 |
| Tutorial | Flat Classroom | weekly tutorials | 2 | Weekly | 2.00 |
| Independent Learning | Not Specified | Student Research and Collaboration | 4 | Weekly | 4.00 |
Total Full Time Average Weekly Learner Contact Time 4.00 Hours
Required & Recommended Book List
Recommended Reading
2009-01-20 Sports Marketing McGraw-Hill/Irwin
ISBN 007338111X ISBN-13 9780073381114
2009-01-20 Sports Marketing McGraw-Hill/Irwin
ISBN 007338111X ISBN-13 9780073381114
Sports Marketing presents this field as a new discipline, helping readers gain a stronger understanding of how to apply marketing strategies and tactics within the sports marketing environment.
Sam Fullerton crafted this text to present the discipline of sports marketing in two broad perspectives. The first part of the text provides an introduction to the field of sports marketing and examines how marketers use sports as a platform for developing their strategies and tactics. The second part of the text provides detailed coverage of the marketing of sports products, increasing media audiences and live attendance, the selling of sports-related products, and more.
This is not simply a basic marketing text using sports examples. Sports Marketing fills a gap for this newly recognized course area by presenting a strong business perspective through its content. It looks at the economic impact of the industry and identifies an array of career opportunities for students interested in sports marketing. There is comprehensive coverage of how sports are used as a marketing platform and an abundance of real-world national and international examples to support the material.
Recommended Reading
2011-05-04 Sport Marketing (Active Learning in Sport Series) Learning Matters
ISBN 0857250906 ISBN-13 9780857250902
2011-05-04 Sport Marketing (Active Learning in Sport Series) Learning Matters
ISBN 0857250906 ISBN-13 9780857250902
This is a highly accessible text that provides detailed coverage of the key concepts, ideas, principles and techniques of sport marketing. It combines clear and concise explanations with applied case studies, supported by clear objectives, learning activities and points for reflection. UK-based examples are used throughout and the book successfully combines both theory and practice.
The field of sport marketing is an exciting and fast-moving part of the sports industry that presents new challenges requiring innovative and effective solutions. Engagement with sport marketing therefore equips students with valuable transferable skills necessary for all sport managers of the future.
Recommended Reading
2013-04-25 Principles of Marketing Pearson Education Limited
ISBN 0273742973 ISBN-13 9780273742975
2013-04-25 Principles of Marketing Pearson Education Limited
ISBN 0273742973 ISBN-13 9780273742975
Like new - barely used.
Module Resources
Non ISBN Literary Resources
Sports Marketing Segmentation - Sport England - Web Tool
Marketing & Communications for Sports Clubs - Sport New Zealand - Web Tool
Study on Sports Organisations Rights in EU - Europa.eu
EU White Paper and Preparatory Actions - Europa.eu
Sponsorship Spending - IEG reports
Sponsorship Intelligence Reports Onside Ireland
Journal Resources
URL Resources
http://segments.sportengland.org/
http://www.sportnz.org.nz/managing-sport/guides/marketing-and-communications-for-clubs
https://www.onside.ie/intelligence-blog
Other Resources
Additional Information
None