Facts about the course
- ECTS Credits:
- 2.5
- Responsible department:
- Faculty of Business Administration and Social Sciences
- Course Leader:
- Harald Klaus Dolles
- Lecture Semester:
- Autumn
- Duration:
- ½ year
IDR804-015 Marketing Digitalization in Sports (Autumn 2021)
About the course
This seminar examines the relationship between digital transformation and the global sport industry, including key elements such as venue management and operations, mobile technologies, new media dynamics, including streaming video (OTT), and sport marketing. A focus of the seminar is on the relationship of social media to current trends in sport marketing, sponsorship, media, CRM, etc. Emphasis is on developing critical digital transformation-related skills and relevant key academic skills in research dissemination. Topics will include an introduction to recent trends in sport marketing, sport consumer behavior, and sport sponsorship as they relate to streaming sport content, multi-channel marketing, and e-commerce. There will be a focus on the impact of COVID-19 on digital transformation in the sport industry.
The course is connected to the following study programs
Required prerequisite knowledge
Successful passing of IDR805 "Sport and Event Marketing" is recommended.
The student's learning outcomes after completing the course
The overall objective of the seminar is to assist students in gaining the conceptual frameworks, knowledge, and skill sets necessary to develop, implement, and manage projects in a dynamic digital environment, to understand the process of integrating digital technologies into the sport enterprise, and solving complex problems related to digital dimensions of sport business.
Other objectives include (Learning outcome: knowledge):
- Understanding the key technological dimensions of the digital transformation and how they provide a unique sport business perspective, including the principles and procedures associated with effective digitally focused business models.
- Developing conceptual and technical skills related to implementing digital projects in the sport enterprise.
- Developing an understanding of the functionality of e-commerce and social media platforms within the sport industry.
- Identifying how digital transformation impacts specific dimensions of sport business, for example, marketing, sponsorship, licensed merchandize, sport-related travel and tourism, public relations, sport venue design, retail sales, etc.
At the end of this seminar, students should be able to (Learning outcome: skills and general competences):
- Evaluate relevant theoretical concepts, frameworks, and models related to digital transformation within sports
- Apply and communicate this understanding to real cases and problems
- Design meaningful statements and reports for research dissemination by applying key academic skills and competences
Forms of teaching and learning
Active participation and engagement in seminar activities will promote learning and the creation of a learning community, so they are encouraged and expected. Participants must turn in all completed assignments by the due date, participate in seminar discussions, and do your best to contribute to group discussions that will take place during the seminar. Students should read outside material; articles posted on the eLearning platform and be prepared for group discussions.
The seminar builds upon posted articles, additional resources as required/needed. Students are responsible for articles, videos, PPTs, etc., either located in course folders on the eLearning platform or assigned via email or announcements and for being prepared for seminar discussions.
Coursework requirements - conditions for taking the exam
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Mandatory coursework: Assignment(s)
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Courseworks given: 2
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Courseworks required: 2
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Presence: Mandatory
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Comment: Mandatory individual and/or team assignment(s) during the course. The work’s progress and results is to be presented in class. A “pass” on the individual and/or team assignment(s) is needed in order to participate in the final exam.
Examination
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Form of assessment: Home assessment
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Proportion: 100%
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Duration: Will be announced during the seminar
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Grouping: Individual
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Grading scale: Letter (A - F)
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Support material: All printed and written supporting material
Course evaluation
Two mandatory assignments during the seminar. Those assignments (individual and/or team) will be marked with pass/fail, however, they must be passed in order to have the final examination marked.
Syllabus
A reading list of articles will be provided, enabling students to prepare ahead of the seminar.