Overview

This unit introduces marketing as an integral part of sport business the delivery of sport services, and the building of sport brands. In the sporting environment, there is a growing need to understand the roles of marketing and branding, and how they may be applied at diverse levels of sport, and for different types of organisations. This unit provides the principles and tools for sports marketing, utlising a strategic sport marketing process, that represents the essential knowledge managers require in order to favourably position their sport organisation, club or team, code, event or related service in the highly competitive sport market.

Requisites

Prerequisites
SPO20001 Building Sport Brands

Rule

100 credit points

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 1
Location
Hawthorn
Start and end dates
26-February-2024
26-May-2024
Last self-enrolment date
10-March-2024
Census date
31-March-2024
Last withdraw without fail date
12-April-2024
Results released date
02-July-2024
Teaching Period 1
Location
Online
Start and end dates
11-March-2024
09-June-2024
Last self-enrolment date
24-March-2024
Census date
05-April-2024
Last withdraw without fail date
26-April-2024
Results released date
02-July-2024
Semester 2
Location
Hawthorn
Start and end dates
29-July-2024
27-October-2024
Last self-enrolment date
11-August-2024
Census date
31-August-2024
Last withdraw without fail date
13-September-2024
Results released date
03-December-2024

Learning outcomes

Students who successfully complete this unit will be able to:

  • Identify the markets and consumer profiles in the sports management industry
  • Analyse frameworks practices and identify effective marketing approaches for sports products, services, facilities and events
  • Comprehend and apply the principles of sports marketing to relevant and diverse sport contexts
  • Demonstrate an understanding of sports products, services and events and their value as brands
  • Effectively identify promotional and sponsorship opportunities in various sections of the sports industry

Teaching methods

Swinburne Online

Type Hours per week Number of weeks Total (number of hours)
Online
Directed Online Learning and Independent Learning
12.50 12 weeks 150
TOTAL150

All Applicable Locations

Type Hours per week Number of weeks Total (number of hours)
On-campus
Class
2.00 12 weeks 24
Online
Lecture
1.00 12 weeks 12
Unspecified Activities
Independent Learning
9.50 12 weeks 114
TOTAL150

Assessment

Type Task Weighting ULO's
AssignmentIndividual 40 - 60% 2,3,5 
AssignmentIndividual 10 - 20% 2,3,5 
TestIndividual 30 - 40% 1,2,3,4 

Content

  • Introduction to sport marketing and brands
  • Strategic sport-marketing processes
  • Sport consumers, research and strategy
  • Sport brands, products and services
  • Sport and pricing strategies
  • Distribution; place and media distribution in sport
  • Sport promotion
  • Sport sponsorship
  • Implementation, Ethics and Future Trends in Sport Marketing

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.