Page 1 of 5. SMCO H2014: Sports Marketing 1. Sports Marketing 1 APPROVED. Full Title: Sports Marketing 1. ECTS credits: 5.

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1 Short Title: Sports APPROVED Full Title: Sports Module Code: SMCO H2014 ECTS credits: 5 NFQ Level: 6 Module Delivered in 2 programme(s) Module Contributor: Paul Dervan Module Description: The main aims of this module are to provide the learner with : a conceptual knowledge and practical appreciation of the workings of the modern marketing mix and an awareness of the societal and ethical dimensions of sports marketing activities a solid foundation of knowledge in the principles of marketing and sport marketing an introduction to the role of marketing information and the market research process an ability to apply key marketing concepts to an array of sports marketing contexts a sensitivity to the role of the sports consumer / participant in moderating sports markets an understanding of the Segmentation, Targeting and Positioning (STP) process Learning Outcomes: On successful completion of this module the learner will be able to Explain the role of marketing having regard to sport organisations' macro & micro environments and the importance of customer focus. Analyse the components and dynamics of the contemporary sports marketing mix. Develop and communicate solutions to address marketing problems in different sports contexts having regard to the fundamental principles of marketing information & research. Differentiate between spectator and participant markets. Apply the model of Participant Consumption Behaviour. Discuss the importance of market selection decisions and describe the requirements of successful target marketing. Page 1 of 5

2 Module Content & Assessment Indicative Content An Overview of Marketing and Sports Marketing Marketing as a Business Philosophy, Marketing as an Exchange Process, Marketing s Impact on Society, Marketing as a Dynamic Organisational Process, An Overview of Strategic and Marketing Planning, Marketing Ethics and Social Responsibility, Ambush Marketing, Buzz Marketing, Service Marketing, Marketing through sports, The Sports Marketing Environment, Career opportunities in the field of Sports Marketing, The extended sports Marketing Mix. Sports Marketing Research and the Sports Marketing Information System Importance and Scope of Marketing Research and Information, Customer Research and the Marketing Research Process, Data Collection, Technological Enhancements in Customer Research, Competitor Research, Channel Research, Data-Based Marketing and the Role of Research in Sport Marketing Sport Consumer Behaviour The Roles of Consumers, the Consumer Buying Decision Process, Psychological Bases of Consumer Behaviour, Social Bases of Consumer Behaviour, Situational Bases of Consumer Behaviour, Technological Bases of Consumer Behaviour, Characteristics of the Business Market, The Organisational Buying Process, Major Forces Affecting Organisational Buying Decisions The Elusive Fan The Fan Challenge, How Fans Connect and Sustaining the Fan Connection, Perspectives in Sport Consumer Behaviour Strategic Sport Marketing Management The Nature and Scope of Strategic Marketing, Fundamentals of Marketing Planning, Strategic Situation Analysis, The Marketing Plan, The Marketing Audit, Coordinating and Controlling the Sports Marketing Mix, Market Targeting; Segmentation, Targeting and Positioning, Segmentation of the Sports Market, Product Portfolio Management, New Product Development, The Sport Product, Product Decisions in Sport Marketing, Managing Sport Brands, Leveraging against Ambush Marketing, Emerging Issues in Sport, Relationship Marketing in Sports, The Role of Technology in Sports Marketing, The Sport Business Future. Indicative Assessment Breakdown % Course Work Assessment % 50.00% Final Exam Assessment % 50.00% Course Work Assessment % Assessment Type Assessment Description Outcome addressed % of total Assessment Date In-class test breadth test of defined topics 1, Week 6 Project team-based practical application of course concepts Week 11 Presentation team-based assignmnent with emphasis on presentation skills Week 12 Final Exam Assessment % Assessment Type Assessment Description Outcome addressed % of total Assessment Date Formal Exam End-of-Semester Final Examination 2,4,5, End-of-Semester Indicative Reassessment Requirement Repeat examination Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element. ITB reserves the right to alter the nature and timings of assessment Page 2 of 5

3 Indicative Module Workload & Resources Indicative Workload: Full Time Frequency Indicative Average Weekly Learner Workload Every Week 2.00 Every Week 1.00 Every Week 4.00 Page 3 of 5

4 Resources Recommended Book Resources Matthew D. Shank, Sports Marketing: A Strategic Perspective, 5th Ed. [ISBN: ] Bernard J. Mullin, Stephen Hardy, William A. Sutton 2014, Sport Marketing, Human Kinetics Champaign, IL [ISBN: ] Supplementary Book Resources Brenda G. Pitts, David K. Stotlar,, Fundamentals of Sport Marketing 3rd Ed. [ISBN: ] Blythe,, Principles and Practice of Marketing [ISBN: ] Louis E. Boone, David L. Kurtz, Contemporary Marketing, Update 2006, 1 Ed., South-Western College Pub [ISBN: ] Sam Fullerton 2007, Sports marketing, 1 Ed., McGraw-Hill/Irwin Boston [ISBN: ] K. Douglas Hoffman... [et al.] 2005, Marketing principles and best practices, 1 Ed., Thomson/South-Western Mason, Ohio [ISBN: ] Chris Gratton and Harry Arne Solberg, The economics of sports broadcasting, 1 Ed., London ; Routledge, [ISBN: ] David Jobber and Geoff Lancaster 2006, Selling and sales management, 1 Ed., Financial Times Prentice Hall Harlow [ISBN: ] Supplementary Article/Paper Resources International Marketing Review International Marketing Review, Qualitative Market Research: An International Journal International Marketing Review International Marketing Review, International Marketing Review Sport Marketing Quarterly Sport Marketing Quarterly, Sport Marketing Quarterly Routledge Journal of Marketing Management, Journal of Marketing Management Sports Marketing Sports Marketing, Sports Marketing Journal of Sport Management Journal of Sport Management, Journal of Sport Management Journal of Sport Management Journal of Sport Management, Journal of International Business Disciplines Frostburg Stae University Journal of Marketing Theory & Practice, Journal of Marketing Theory & Practice Other Resources Internet based resource: American Marketing Association Internet based resource: Journal of Sport Management Internet based resource: Chartered Institute of Marketing Internet based resource: Marketing Institute of Ireland Internet based resource: European Association for Sport Management Module Delivered in Page 4 of 5

5 Programme Code Programme Semester Delivery BN_BSMCO_8 Bachelor of Arts (Honours) in Sports Management and Coaching [240 ECTS credits] 3 Mandatory BN_BSMCO_7 Bachelor of Arts in Sports Management and Coaching [180 ECTS credits] 3 Mandatory Page 5 of 5