Sports Marketing
Duration
One Semester or equivalent
Contact hours
- Recommended 8 hours of study per week
Prerequisites
or both
Corequisites
NilAims and objectives
This unit introduces marketing as an integral part of every aspect of business. In particular, in the sporting environment, there is a growing need to understand marketing and how it may be applied. This unit provides the basic principles and tools for sports marketing that represent the essential knowledge sports managers require in order to favorably position their sport, association, club, team, code or event in the highly competitive sport market.
Upon successful completion of this unit, students will be able to:
1. Identify the markets and consumer profiles in the sports management industry.
2. Analyse practices and identify effective marketing approaches for sports product, facilities or events.
3. Comprehend and apply the principles of sports marketing to relevant environments.
4. Demonstrate an understanding of sports products, services and events.
Unit information in detail
- Teaching methods, assessment, general skills outcomes and content.
Teaching methods
Online (SOL) - Swinburne Online
Engaging with online content and discussions
Student workload:
For all teaching and learning structures (both face to face and online), students are expected to spend an average of 150 hours per unit in total over the duration of the study period
This includes all:
• Scheduled teaching and learning events and activities (contact hours timetabled in a face-to-face teaching space) and scheduled online learning events (contact hours scheduled in an online teaching space), and
To be successful, students should:
• Read all prescribed materials and/or view videos in preparation for each class
• Attend and engage in all scheduled classes (face to face or online)
• Start assessment tasks well ahead of the due date, and submit assessments promptly
• Read / listen to all feedback carefully, and consider it for future assessment
• Engage with fellow students and teaching staff (don’t hesitate to ask questions)
Engaging with online content and discussions
Student workload:
For all teaching and learning structures (both face to face and online), students are expected to spend an average of 150 hours per unit in total over the duration of the study period
This includes all:
• Scheduled teaching and learning events and activities (contact hours timetabled in a face-to-face teaching space) and scheduled online learning events (contact hours scheduled in an online teaching space), and
• Non-scheduled learning events and activities (including directed online learning activities, assessments, independent study, student group meetings, and research)
• Read all prescribed materials and/or view videos in preparation for each class
• Attend and engage in all scheduled classes (face to face or online)
• Start assessment tasks well ahead of the due date, and submit assessments promptly
• Read / listen to all feedback carefully, and consider it for future assessment
• Engage with fellow students and teaching staff (don’t hesitate to ask questions)
Assessment
1. Online Tests (Individual) 30 - 40%
2. Online Activities (Individual) 10 - 20%
2. Online Activities (Individual) 10 - 20%
3. Assignment (Individual) 40 - 60%
General skills outcomes
During this unit students will receive feedback on the following key generic skills:
• analysis skills
• communication skills
• ability to tackle unfamiliar problems
• ability to work independently
Content
• Sport consumers
• Sports marketing strategies
• Sports products
• Pricing and distribution
• Sports promotion
• Sports sponsorship
• Measuring sports marketing success
Study resources
- Reading materials.
Reading materials
Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.