IDR804-017 Social Media Marketing in Sport (Autumn 2024)
- ECTS Credits:
- 2.5
- Responsible faculty:
- Avdeling for økonomi og samfunnsvitenskap
- Campus:
- Molde
- Course Leader:
- Harald Klaus Dolles
- Teaching language:
- English
- Study level:
- {code=HN, name=Second degree level}
- Duration:
- ½ year
Table of contents
Contents
Digital marketing along with 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, the challenges sport marketers face as well as the newest trends at the intersection of sports and digital will be discussed during the seminar.
The course is connected to the following study programs
Recommended knowledge
The student's learning outcomes after passing the exam
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 seminar participants will be able to:
- Appreciate the size, scope and importance of social media in sport and the relevant academic discussion in the field
- Understand the role of social media within sport and event marketing
- Apply marketing theories and management concepts on the usage of social media withhin the sport and event industry environment
- Recognize potential challenges and identify the newest trends of the use of digital media in the sport and event industry
Learning outcome: Skills
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
Learning outcome: General Competences
At the end of this seminar, students should be able to:
- interpret research findings, draw appropriate conclusions and present those effective with high impact
- design meaningful statements and reports for research dissemination by applying key academic skills and competences
Forms of teaching and learning
Coursework requirements - conditions for taking the exam
- Mandatory coursework: Assignment(s)
- Courseworks given: 2
- Courseworks required: 2
- Presence: Not required
- Comment:
Exam
- Form of assessment: Home assessment
- Proportion: 100%
- Duration: - -
- Grouping: Individual
- Grading scale: Letter (A - F)
- Support material: All printed and written supporting material