27716 Sport Marketing

Subject level: Postgraduate

Handbook description

This subject examines the nature of market relations and marketing processes for sport. It focuses on the development of professional skills relevant to marketing strategies in sports management. It covers sport marketing; coordinated activities, product, price, place and promotion of sport; meeting client needs – products, programs and services in sport; selling and marketing orientations in various market sectors; market research, criteria for effective market segmentation; and promotional tools – advertising, publicity, incentives; and special event marketing in sport. Corporate sponsorship, fundraising, sales and public relations are also covered.

Subject objectives/outcomes

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

1. Articulate an understanding of general sport marketing strategies.
2. Identify the components necessary for the successful implementation of promotional strategies in and with sport.
3. Discuss the significance of consumer behaviour and its importance to sport marketing.
4. Demonstrate practical applications of theoretical concepts.

Contribution to graduate profile

This subject examines the nature of market relations and marketing processes for sport. It focuses on the development of professional skills relevant to marketing strategies in sports management from a consumer and service quality perspective.

Teaching and learning strategies

This subject will be taught using a combination of lectures, seminar and case studies. These classes will be supplemented by various printed and electronic resources. Content for this subject will be supported by UTSOnline.

Content

• The strategic sport marketing planning process
• The sport consumer, customer satisfaction and service quality
• Market research strategies
• The sport product, pricing and promotional mix
• Sport and television
• Sport and the internet
• Sponsorship and its effectiveness
• Promotional licensing
• Coordinating and controlling marketing strategy

Assessment

The major project and presentation will be secure through the continual revising of topics across semesters and multiple topic choice within each semester. Individuals are required to submit reference lists for their own work for each assessment task, which reduces the possibility for plagiarism. The examination will be conducted under University examination conditions, and hence thoroughly address concerns regarding secure assessment. The examination involves randomised selection from a large item bank each semester, and the re-ordering of responses for questions that are re-used.

Recommended text(s)

Shilbury, D., Quick, S., & Westerbeek. H. (2003), Strategic Sport Marketing. St.Leonards, NSW: Allen & Unwin.

Indicative references

Irwin, R., Sutton, W.A., & McCarthy, L. (2002), Sport Promotion and Sales Management. Champaign, Ill.: Human Kinetics.

Mullin, B., Hardy, S., & Sutton, W. (2002), Sport Marketing, 2nd edition. Champaign, Ill.: Human Kinetics.

Pope, N & Turco, D. (2001), Sport & Event Marketing. Roseville, Australia: McGraw–Hill.

Westerbeek, H. & Smith, A. (2003), Sport Business in the Global Marketplace. UK: Palgrave Macmillan.

Veeck, B. (1962), Veeck - As in Wreck. New York: Putnam (with Ed Linn).