Facts about the course

Study points:
Responsible department:
Faculty of Business Administration and Social Sciences
Course Leader:
Harald Klaus Dolles
Lecture Semester:
Teaching language:
½ year

IDR804-017 Social Media Marketing in Sport (Autumn 2020)

About the course

The emergence of social media has had a profound impact on the way companies communicate and connect with their customers. Sport entities (i.e., teams, organizations and athletes), building on the worldwide acceptance and integration of sport in all societies, have adopted social media as part of their marketing strategy, while some of them became among the most followed online brands in the world.

Lecturer: Dr. Petros Parganas holds an MBA and a DBA from the Edinburgh Business School, Heriot-Watt University (UK) and currently teaches at the University of Ioannina (Greece) and the American University of Bulgaria. 

The course is connected to the following study programs

The student's learning outcomes after completing the course

This seminar is designed to give students an overview of the concepts, tools, and issues surrounding social media and marketing, using real-case scenarios, examples and applications from the world of sport, in a truly interactive and international learning environment.

The seminar aims to answer the question of how the prominence and attractiveness of sport brands can lead to an interactive and long-term relationship with their customers (fans) and capitalize on the unique and powerful marketing opportunities offered by social media. The impact of social media on the product, price, distribution, promotion and sponsorship of sport organizations as well as the challenges sport marketers face due to the growth of the social media phenomenon will be also discussed during the seminar.

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.


  • Form of assessment: Home assessment
  • Proportion: 60%
  • Duration: During seminar -
  • Grouping: Group
  • Grading scale: Letter (A - F)
  • Support material: All printed and written supporting material
  • 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


Click here for reading list 

Last updated from FS (Common Student System) Oct. 29, 2020 4:21:05 PM