21656 Sport Marketing and Media
Warning: The information on this page is indicative. The subject outline for a
particular session, location and mode of offering is the authoritative source
of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.
Subject handbook information prior to 2021 is available in the Archives.
Credit points: 6 cp
Subject level:
Undergraduate
Result type: Grade and marksThere are course requisites for this subject. See access conditions.
Anti-requisite(s): 27161 Sport Marketing
Description
This subject explores marketing concepts as they relate to the funding, promotion and the commercial development of sport. The subject explores sport marketing strategies, sport advertising, sport publicity, sport sponsorship and promotion across various levels of sport organisations.
Subject learning objectives (SLOs)
| 1. | Articulate an understanding of sport marketing and media principles |
|---|---|
| 2. | Discuss the components necessary for the successful promotion of sport |
| 3. | Comprehend the processes underpinning sport consumer behaviour |
| 4. | Evaluate sport sponsorship strategies and processes |
Contribution to the development of graduate attributes
This subject examines the nature of customer relations and marketing processes for sport organisations. It focuses on the development of professional skills relevant to marketing and communications strategies for sport organisations and sport properties. This subject is core to the Bachelor of Management (Sport Business Major), and an elective in the Bachelor of Sport and Exercise Management and the Bachelor of Sport and Exercise Science.
Teaching and learning strategies
Teaching and learning strategies include formal lectures, tutorials and group discussions. Content for this subject will be supported by the UTS Learning Management System.
Content (topics)
- The sport marketing and media mix
- Sport broadcasting rights
- Strategic sports marketing
- Leveraging sport sponsorship
- Communication technology and sport
- Intellectual property and digital rights
- Fantasy sports and fan engagement
- Sport merchandising and memorabilia
Assessment
Assessment task 1: Literature Review (Individual)
| Objective(s): | This addresses subject learning objective(s): 3 and 4 |
|---|---|
| Weight: | 25% |
| Length: | The presentations will take place across weeks 8, 9 and 10. |
Assessment task 2: Major Paper (Individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2, 3 and 4 |
|---|---|
| Weight: | 45% |
| Length: | The project must be at least 2500 words in length (not including the reference list and appendix) but no longer than 4000 words (not including the reference list and appendix). |
Assessment task 3: Exam (Individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2, 3 and 4 |
|---|---|
| Weight: | 30% |
| Length: | 2 hours |
Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Required texts
No prescribed text for this subject
References
Hutchins, B., & Rowe, D. (Eds.). (2013). Digital Media Sport: Technology and Power in the Network Society. London: Routledge.
Nicholson, M., Kerr, A., & Sherwood, M. (2015). Sport and the Media. London: Routledge.
Schulenkorf, N., & Frawley, S. (Eds.) (2017). Critical Issues in Global Sport Management. London: Routledge.
Shilbury, D., Quick, S., Westerbeek. H., Funk., D., & Karg, A. (2013). Strategic Sport Marketing, St. Leonards: Allen & Unwin.
Smith, A., & Stewart, B. (2015). Introduction to Sport Marketing. London: Routledge.
Wakefield, K. (2007). Team Sports Marketing. Oxford: Elsevier.