Facts about the course
- ECTS Credits:
- 3
- Responsible department:
- Faculty of Business Administration and Social Sciences
- Course Leader:
- Harald Klaus Dolles
- Lecture Semester:
- Autumn
- Teaching language:
- English
- Duration:
- ½ year
IDR804-005 Branding in Sports (Autumn 2018)
About the course
The seminar will focus on the branding concept and frameworks in sports. It will start with an introduction of marketing and branding and description of the diversity of sport brands. It will then further dig into the concepts of brand and brand equity. This foundation will allow further understanding and analysing of sport brands¿ strategies, particularly brand internationalisation, extensions, alliances and corporate social responsibility. The seminar will conclude with discussion of the concept of cultural branding that constitutes an interesting approach to understand how brands become icons.
Lecturer:
Guillaume Bodet is Professor of Sport Marketing and Management at the School of Sport and Exercise Sciences (UFR STAPS), at the University of Lyon 1 (France) and a member of the Laboratory on Vulnerabilities and Innovation in Sport (L-VIS). He is the director of the Sport Management Master (Y2) programme at this university.
The course is connected to the following study programs
The student's learning outcomes after completing the course
At the end of this seminar students should be able to:
- Categorize brands and sport brands
- Identify the main sport brands¿ strategies and challenges
- Define what is a brand and define what is brand equity in relation to sports
- Identify the components of brand equity
- Identify the key elements of the brand system
- Identify brands¿ alliances key factors of success
- Critically analyse the reasons behind sport brands¿ success
- Understand the main elements behind brands¿ cultural strategy and innovations
Forms of teaching and learning
The seminars will consist of lectures, assignments, case discussions, team work and presentations throughout the time for the seminar. It is expected that the participants read the study material provided by the lecturers ahead of the seminar to prepare themselves and be able to contribute to the discussions in the classroom. Course material and readings will be provided as soon as possible ahead of the seminar time. Because of the high level of interactive activities and relatively small-sized groups the seminar requires a high degree of engagement by the students. Active participation throughout the seminar time is required (classroom presence will be mandatory!) and thus it is expected to do your readings ahead in time. Lectures might not always follow a strict schedule, as there might be tasks, presentations and feedback sessions scheduled requiring flexibility during the day.
Examination
- Form of assessment: Home assessment
- Proportion: 40%
- Duration: After Seminar -
- Grouping: Individual
- Grading scale: Letter (A - F)
- Support material: All printed and written supporting material
- Form of assessment: Home assessment
- Proportion: 60%
- Duration: During Seminar -
- Grouping: Individual
- Grading scale: Letter (A - F)
- Support material: All printed and written supporting material
Syllabus
Depending on the specific seminar. The reading list, literature and programme for the specific seminar will be provided in advance. It is expected that the students read the study material provided by the lecturers ahead of the seminar to prepare themselves and be able to contribute to the discussions in the classroom. Because of the high level of interactive activities and relatively small-sized groups the seminar requires a high degree of engagement by the students. Active participation throughout the seminar week is required (classroom presence is mandatory!).