Facts about the course

ECTS Credits:
Responsible department:
Faculty of Business Administration and Social Sciences
Lecture Semester:
Teaching language:
½ year

IDR805 Sport and Event Marketing (Spring 2020)

About the course

  • 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

The course is connected to the following study programs

The student's learning outcomes after completing the course


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

Forms of teaching and learning

Lectures and seminars. The course builds on team and individual projects that aim at synthesizing knowledge, understanding and critical thinking at designated case discussion / reading sessions (seminars).

Coursework requirements - conditions for taking the exam

  • 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.

Last updated from FS (Common Student System) Dec. 4, 2022 4:31:10 AM