MRK3020A Sports Marketing

This course also serves as an integral part of an international program for foreign students.

Objective

The aim of the course is to create an understanding for how sports marketing can give valuable insight into analyzing and developing sports, thereby creating value and increasing the attractiveness of a sport for different stakeholders like participants, spectators, advertisers, sponsor and the media.

Tuition

Lectures, group work, cases, article presentations, and classroom discussions.

Evaluation

Individual, written examination, lasting for 4 hours, at the end of the semester.

Aids: none

Contents

• What is sports marketing?
• Contingency framework for strategic sports marketing
• Creating spectator satisfaction and loyalty
• Creating an attractive sports product
• External markets and internal corporate factors
• Selecting and understanding participants and spectators
• Positioning sports
• The Sports Marketing Mix
• Communicating Sports
• The role and the use of media
• Sponsorship
• Selling sports
• Advertising sport events
• Sports product
• The sports offering
• Distributing sports
• Pricing of sports

Syllabus litteratur

• Schank, Mattew D., Sports Marketing - A strategic perspective, third edition, 2005, Prentice Hall, upper Sadle River, New Jersey
• Collection of articles