Sports Marketing

MKTP022

Sports Marketing

Semester:

Spring

Credit:

10

Module Coordinator:

Dr Dimitrios Kolyperas

Contact Hours:

15 Lecture, 5 Seminar

Assessment:

100% Coursework

Sport is a business and as with most businesses, marketing has grown in significance in recent decades. What is peculiar however in the sport business landscape is the dual power sports hold for business and society. We market sports (i.e. a formula one event, a professional tennis player, a local football club) but we also market through sports (i.e. the Red Bull stratos). Hence, the issues of sport marketing are of interest academically. One has only to think the variant terminology embellishing this field; sponsorship, partnership, ambush marketing, image rights, loyalty, social media, retailing, communication, performance. Sport marketing is about playing, watching and consuming in a variety of real and virtual ways. There is the live experience, the activity itself, but there is also an industry that promotes and writes about, as well as broadcasts, sport.

Of all sectors of the economy, sport has proven bulletproof in crisis situations rising from its dusts. The most fundamental question in marketing of any kind is that about the market. What is the market in sports marketing? How do we investigate the dimensions of the market in different situations? What segmentation, targeting and positioning strategies can be employed in this sector? How does loyalty and fandom affect this?

This module considers the understanding, creation, communication and delivery of value in various sport marketing domains; from international events, to amateur and extreme/adventure sports. We consider the sports 'product' - or the mix of products and services emerging in sport. Issues of branding are developed and the extent to which sports brands can be extended is discussed. Concepts of brand loyalty in sport are debated. What is communicated and why? How and by what methods of communication are sports messages best delivered? What does CSR in sport consists?

Objectives:

This module aims to investigate the application of modern marketing techniques to the sports industry.

The objectives of this module are to:

  • extend knowledge  of  marketing approaches  and applications into  a  lesser known sector, sports;
  • utilise marketing concepts in understanding business approaches to sports marketing;
  • consider if sports marketing is ‘different’ to other sectors;
  • develop certain skills including: analytical skills in researching a sport, team or event, presentational skills in classroom situations.

Learning outcomes:

By the end of this module, students will be able to

  1. Understand the concept of sports marketing
  2. Create a sport marketing plan and consider its components
  3. Consider what segmentation, targeting and positioning strategies can be employed in this sector and how loyalty and fandom affects this?
  4. Identify the creation of value in sports marketing considering the sports 'product' - or the mix of product and service that is sport.
  5. Understand issues of branding and the extent to which sports brands can be extended.
  6. Answer questions relating to sport marketing communication; what is communicated and why? How and by what methods of communication are sports messages best delivered?
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