IDR805 Sport and Event Marketing (Spring 2026)

ECTS Credits:
7.5
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

  • 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
  • Key academic skills in research dissemination

The course is connected to the following study programs

Recommended knowledge

Students should have successfully completed an introductory Bachelor level marketing course.

The student's learning outcomes after passing the exam

Learning outcome: 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 brand elements used to differentiate brands
  • Value brand equity and the elements used to develop a strong brand equity
  • Understand the key elements of sponsorship and endorsements

Learning outcome: Skills

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 appreciation of different cultures and approaches

Learning outcome: General Competences:

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

  • Interpret research findings, draw appropriate conclusions and present those effective with high impact
  • Employ the principles of good academic practice
  • Design a marketing report for research dissemination by applying key academic skills and competences

Forms of teaching and learning

The course contains a set of lectures and seminars. The course also builds on team and individual projects that aim at synthesizing knowledge, understanding and critical thinking at designated case discussion / reading sessions (seminars). Participation is mandatory for those seminars. Students must turn in all completed assignments by the due date, participate in coursework’s discussions, and do their best to contribute to group discussions that will take place during the seminars, too.

Coursework requirements - conditions for taking the exam

  • Mandatory coursework: Assignment(s)
  • Courseworks given: 3
  • Courseworks required: 3
  • Presence: Required
  • Comment: Mandatory team courseworks (assignments) during the course. The team work’s progress and results need to be presented in class and will be marked with a "pass/fail" distinction. Active participation and engagement in the presentations and discussions will promote learning and the creation of a learning community, so presence is required. A "pass" on all team assignment(s) is needed in order to participate in the final exam.

Exam

  • Form of assessment: Classroom/school exam
  • Proportion: 100%
  • Duration: 5 hours
  • Grouping: Individual
  • Grading scale: Letter (A - F)
  • Supported material: -

Course evaluation

Three mandatory team courseworks (assignments) during the course. The team work’s progress and results need to be presented in class and will be marked with a "pass/fail" distinction. Active participation and engagement in the presentations and discussions will promote learning and the creation of a learning community, therefore classroom presence is required. All three assignments need to be successfully completed in order to advance to the final course exam.

Pensum

The current reading list for 2026 Spring can be found in Leganto
Last updated from FS (Felles studentsystem) Oct. 14, 2026 10:21:17 PM