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SPRT8001 - Sports Marketing

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Title:Sports Marketing
Long Title:Sports Marketing
Module Code:SPRT8001
 
Duration:1 Semester
Credits: 5
NFQ Level:Advanced
Field of Study: Sports and Recreation
Valid From: Semester 1 - 2016/17 ( September 2016 )
Module Delivered in 5 programme(s)
Next Review Date: February 2021
Module Coordinator: Cian ONeill
Module Author: ROSE LEAHY
Module Description: This module examines the theories, fundamentals and practical applications of sports marketing. It provides the student with an overview of the sports industry, sports management and sports marketing.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Critically assess the evolution of the Sports industry and the factors that make sports marketing a unique enterprise.
LO2 Critique the market forces that create the need for enlightened marketing strategies in the sports industry.
LO3 Describe and explain the different types of customers in the sports market.
LO4 Illustrate how effective marketing strategies can be developed for the sports industry.
LO5 Apply appropriate judgement in the effective selection and application of marketing strategies to real life sports scenarios.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named CIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.

No requirements listed
 

Module Content & Assessment

Indicative Content
The special nature of sport marketing
Sport marketing defined. The evolution of the sports industry. The uniqueness of sport marketing. An examination of global trends in sports marketing. Marketing myopia in sport. A marketing model for the sports industry.
Customers in the Sports Market
Sports customers; Spectator, participant and sponsor. Factors that shape their involvement and commitment to sport. The decision process for sport consumers. The roles of customer relationship management and database marketing information systems. Internal and external data sources and their uses in Sports Marketing. Outsourcing sports marketing.
Strategic Marketing Management and Sports
Types of market research techniques used in sport marketing. Segmentation, targeting and positioning in the sport business. Managing sport brands. Pricing the sports offering. Promotion, sales and public relations. Sports marketing in a digital era. The fundamentals of sports sponsorship. Sponsorship selling, leverage and activation. Sponsorship ecosystem. Ambush Marketing.
The theory of place
The theory of place and the importance of the venue and facility in sport marketing. Extending the boundaries of the stadium
Future trends
Future trends in sports and sport marketing. Ethics and sports marketing.
Assessment Breakdown%
Course Work50.00%
End of Module Formal Examination50.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Analysis of a "live" sports marketing case 1,2,3 50.0 Week 8
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End of semester Final Examination 2,3,4,5 50.0 End-of-Semester
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.

The institute reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Class based lecture 3.0 Every Week 3.00
Independent & Directed Learning (Non-contact) Independent Study 4.0 Every Week 4.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Class based lecture 3.0 Every Week 3.00
Independent & Directed Learning (Non-contact) Independent study 4.0 Every Week 4.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
 

Module Resources

Recommended Book Resources
  • Richard L Irwin, William A. Sutton, Larry McCarthy 2008, Sport Promotion and Sales Management, 2nd Ed., Human Kinetics [ISBN: 9780736064774]
  • Matthew Shank and Mark Lyberger 2014, Sports Marketing: A Strategic Perspective, 5th Ed. [ISBN: 9751138015961]
  • Bernard Mullin, Stephen Hardy, William Sutton 2007, Sport Marketing, 3rd Ed., Human Kinetics [ISBN: ISBN 9780736060523]
  • Patrick Bouchet, Dieter Hillairet and Guillaume Bodet 2013, Sport brands, New York; Routledge [ISBN: 9780415532845]
Supplementary Book Resources
  • Brenda G. Pitts, David K. Stotlar 2002, Fundamentals of Sport Marketing, 2nd Ed., sport management library
  • Brenda G. Pitts (Editor), Case Studies in Sport Marketing, Fitness Information Technology [ISBN: 978-1885693136]
  • David K. Stotlar 2001, Developing successful sport marketing plans, Fitness Information Technology Morgantown, WV [ISBN: 978-1885693242]
  • David K. Stotlar 2005, Developing successful sport sponsorship plans, 2nd Ed., Fitness Information Technology Morgantown, WV [ISBN: 978-1885693563]
  • Allan Hall, Patrick Moynahan, William Nichols, Janis Taylor, Media Relations in Sport, Fitness Information Technology [ISBN: 978-1885693228]
  • David Skillbery and Hans Westerbeek 2014, Strategic Sport Marketing Vol 4 [ISBN: 9781743314777]
Supplementary Article/Paper Resources
  • International Journal of Sport Management
  • European Sport Management Quarterly
  • Sport Marketing Quarterly`, Journal
  • Journal of Sport Management, Journal
  • Cyber journal of Sport Marketing, Journal
  • Journal of Sponsorship
Other Resources
 

Module Delivered in

Programme Code Programme Semester Delivery
CR_BBUSS_8 Bachelor of Business (Honours) 2 Elective
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 8 Elective
CR_BSPRT_8 Bachelor of Business (Honours) in Sport & Exercise Management 8 Mandatory
CR_BSPTE_8 Bachelor of Business (Honours) in Sport and Exercise 2 Mandatory
CR_BCSSP_8 Bachelor of Science (Honours) in Coaching Science and Sports Pedagogy 8 Elective

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