-

IDR805 Sport and Event Marketing

IDR805 Sport and Event Marketing

Course code: 
IDR805
Course name: 
Sport and Event Marketing
Program of study: 
Master of Science in Sport Management
Credits: 
7.5
Program of study: 
Master of Science in Sport Management
Campus: 
Molde
Credits: 
7.5
Level of study: 
2. syklus (master)
Teaching semester: 
2018 Vår
Assessment semester: 
2018 Vår
Language of instruction: 
Engelsk
Language of examination: 
Engelsk
Language of litterature: 
Engelsk
Course content
  • Understanding the international sport marketing environment
  • Concepts of sports and event marketing and marketing mix
  • Sport and event consumer buying behaviour
  • Sport organizations buying behaviour
  • Strategic positioning and branding
  • Value co-creation and service innovation in sports and for events
  • Developing and extending sports brands
  • Strategic sports and event sponsorship
  • Social media and sports/event marketing
  • Research tools in sport marketing research and analysis
Learning outcome

Upon completion of the course the student will be able to:

  • Understand the distinctive nature and significance of sports and event marketing
  • Analyse the scope and potential of sports and event marketing
  • Marketing in for-profit and not-for-profit sport organisations
  • Evaluate relevant theoretical concepts, frameworks, and models related to sports and event marketing / sponsorship
  • Segmentation, targeting and positioning in sports
  • Apply and communicate this understanding to real cases and problems using appropriate tools such as market research and analyses
  • Provide the benefits desired by sports fans and event consumers to create service innovation and customer value
Working and learning activities

Lectures and seminars (36 hours in total). The course builds on team and individual projects that aim at synthesizing knowledge and understanding

Curriculum

A complete and updated reading list will be presented when starting the course.

Beech, John and Chadwick, Simon 2007: The Marketing of Sport. Harlow: Prentice Hall & Pearson Education

 

Söderman, Sten and Dolles, Harald (eds.) 2012: Handbook of Research on Sport and Business. Cheltenham: Edward Elgar

Obligatorisk arbeidskravAntall arbeidskravPåkrevde arbeidskravFremmøteKommentar
Oppgave(r) RequiredMandatory team assignment(s) during the course. The team work’s progress and results is to be presented in class. A “pass” on the team assignment(s) is needed in order to write the take home exam.
Obligatoriske arbeidskrav:
Mandatory coursework:Oppgave(r)
Courseworks given:
Courseworks required:
Presence:Required
Comment:Mandatory team assignment(s) during the course. The team work’s progress and results is to be presented in class. A “pass” on the team assignment(s) is needed in order to write the take home exam.
VurderingsformGrupperingVarighetVarighetstypeKarakterskalaAndelKommentarHjelpemidlerHjelpemidler
HjemmeeksamenIndividuell 2UkerBokstavkarakter100Individual take-home exam -
Vurderinger:
Form of assessment:Hjemmeeksamen
Grouping:Individuell
Duration: 2
Type of duration:Uker
Grading scale:Bokstavkarakter
Proportion:100
Comment:Individual take-home exam
Supported material:
Support material:-