Faculty of Business: Leisure, Sport and Tourism
Credit points: 6 cp

Subject level: Undergraduate

Result Type: Grade and marks

Requisite(s): 24108 Marketing Foundations
These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.

Handbook description

This subject explores basic marketing concepts as they relate to the funding, promotion and the commercial development of sport. It examines marketing strategies, research planning, advertising, publicity, sponsorship and promotion at various levels of sport involvement.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Articulate an understanding of general marketing principles.
2. Discuss the components necessary for the successful marketing of sport or with sport.
3. Comprehend the significance of consumer behaviour and its importance to the marketing mix.
4. Apply practical applications of theoretical concepts involving promotion and sponsorship.

Contribution to graduate profile

This elective subject examines the nature of market relations and marketing processes for sport. It focuses on the development of professional skills relevant to marketing strategies for sport management.

Teaching and learning strategies

Specific teaching and learning strategies include lectures, tutorials and discussions. Content for this subject will be supported by UTS Online.

Content

• Contextualising Sport Marketing - introduction, history of sport marketing
• The special nature of sport marketing
• The sports consumer/perspectives in sport consumer behaviour
• Information collection and usage - the role of research in sport marketing and market segmentation in sport; management information systems
• The four Ps (plus 1) of sport marketing - the sport product; pricing strategies and place (distribution); promotions; public relations
• Key sport marketing determinants - sponsorship; sport and television; promotional licensing.

Assessment

Tutorial Presentation (Individual)	10%
This addresses objectives 1-4.
Marketing Plan (Group)	30%
This addresses objectives 1-4.
Final Examination (Individual)	60%
This addresses objectives 1-4.

Examinations will be conducted under University examination conditions, and hence thoroughly address concerns regarding secure assessment. The marketing plan and tutorial presentation will be secure through a combination of continual updating of assessment across semesters, multiple topic choice within semesters, peer assessment techniques and/or plagiarism detection software.

Recommended text(s)

Shilbury, D., Quick, S. and Westerbeek. H. (2003). Strategic Sport Marketing, 2nd edition. St Leonards: Allen and Unwin.

Indicative references

Hoffman, K.D. and Bateson, J.E.G. (1997). Essentials of Services Marketing. New York: Dryden.

Kotler, P., Brown, L., Adam, S. and Armstrong, G. (2001). Marketing, 5th edition. Frenchs Forest, Australia: Prentice Hall.

Miller, K.E. and Layton, R.A. (2000). Fundamentals of Marketing, 4th edition. Sydney: McGraw Hill.

Pope, N. and Turco, D. (2001). Sport and Event Marketing. Sydney: McGraw Hill.