IDR805 Sport and Event Marketing (Spring 2020)

• The sport/event marketing environment and its international dimensions
• Marketing of and through sports/events
• Marketing mix of sports/events
• Sport and event consumer buying behaviour
• Value co-creation and service innovation in sports and for events
• Market research and segmentation
• Strategic positioning and branding
• Product, pricing and distribution decisions
• Promotion and sales decisions
• Developing and extending sports/event brands
• Strategic sports and event sponsorship
• Research tools in sport marketing research and analysis

Knowledge:

At the end of this course, students should be able to:

• Understand the distinctive nature and international significance of sports and event marketing
• Analyse the scope and international potential of sports and event marketing
• Explain how demographic, cultural and institutional factors shape the global marketing environment
• Describe the role of marketing in building and managing customer relationships - regional, national and international
• Provide the benefits desired by sports fans and event consumers to create service innovation and customer value
• Explain segmentation, targeting and positioning in the sports/event industry
• Identify the channels of getting sports products and services to the market
• Identify the challenges associated with creating a successful new product
• Understand the key elements of sponsorship and endorsements

Skills and General Competences:

At the end of this course, students should be able to:

• Evaluate relevant theoretical concepts, frameworks, and models related to sports and event marketing
• Apply and communicate this understanding to real cases and problems
• Sensitize marketing approaches to the cultural norms and taboos of other societies
• Demonstrate an interest in and appreciation of different cultures and approaches

• Mandatory coursework: Assignment(s)
• Courseworks given: 3
• Courseworks required: 3
• 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.

• Form of assessment: Written school assessment
• Proportion: 100%
• Duration: 5 Hours
• Grouping: Individual
• Grading scale: Letter (A - F)
• Support material: -

The course build upon selected chapters in the following books: 

• Hollensen, Svent (2014). Global Marketing. 7th ed. Harlow: Pearsons.
• Shank, Matthew D. and Lyberger, Mark R. (2015) Sports Marketing. A Strategic Perspective. 5th ed. Milton Park, Abingdon: Routledge.
• Söderman, Sten and Dolles, Harald (eds.) (2012). Handbook of Research on Sport and Business. Cheltenham: Edward Elgar.

Additionally, a collection of articles will be presented at the start of the course.