27161 Sport Marketing

Subject level: Undergraduate

Handbook description

This subject explores marketing concepts as they relate to the funding, promotion and commercial development of sport. The subject explores sport marketing strategies, sport research, sport advertising, sport publicity, sport sponsorship and promotion across various levels of sporting organisations.

Subject objectives/outcomes

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

1. articulate an understanding of sport marketing principles
2. discuss the components necessary for the successful marketing of sport
3. comprehend the processes of sport consumer behaviour
4. apply practical applications of theoretical concepts involving sport 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 UTSOnline.

Content

• Contextualising sport marketing
• Identity and the marketing of sport
• Research and sport marketing
• Sport sponsorship
• Leveraging sport and its sponsors
• Sport communications
• Sport broadcasting and media development
• Sport promotions

Assessment

Assessment item 1: Sport Marketing Seminar (Individual)

Assessment item 2: Sport Marketing Paper (Group)

Assessment item 3: Final Examination (Individual)