Facts about the course

ECTS Credits:
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 2021)

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.

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 and the use of social media during a period of crisis will be also discussed during the seminar.

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

This seminar series 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.

Learning outcome: Knowledge

The seminar aims to answer the question of how sport entities are able to capitalize on the unique and powerful marketing opportunities of social media as well as to appreciate the challenges that marketing managers face by the growth of the social media phenomenon. On successful completion of this module participants will be able to:

  • Appreciate the size, scope and importance of social media in sport and the relevant academic developments in the field
  • Understand the role of social media in sport and event marketing
  • Apply theoretical marketing and management concepts to sport industry situations
  • Recognize potential challenges of the use of social media in the sport and event industry

Learning outcome: Skills and General Competences

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

  • Evaluate relevant theoretical concepts, frameworks, and models related to social media marketing within sports and sport events
  • 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

The seminar 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 lecturer 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 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 seminar hours.

Coursework requirements - conditions for taking the exam

  • Mandatory coursework: Assignment(s)

  • Courseworks given: 2

  • Courseworks required: 2

  • Presence: Mandatory

  • 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.


  • Form of assessment: Home assessment

  • Proportion: 100%

  • Duration: Will be announced during the seminar

  • Grouping: Individual

  • Grading scale: Letter (A - F)

  • 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.


A reading list of articles will be provided, enabling students to prepare ahead of the seminar.

Last updated from FS (Common Student System) Oct. 18, 2021 6:20:33 PM