Sports Marketing

SPO20001 12.5 Credit Points Online Available to incoming Study Abroad and Exchange students


  • One Semester or equivalent

Contact hours

  • Recommended 8 hours of study per week

On-campus unit delivery combines face-to-face and digital learning. For Online unit delivery, learning is conducted exclusively online.

2021 teaching periods

Swinburne Online

Teaching Period 1

8 Mar 21 - 6 Jun 21

29 Jun 21

Last self enrolment:
21 Mar 21

2 Apr 21

Last withdraw without fail:
23 Apr 21


62.5 credit points



Aims 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.
5. Effectively identify promotional and sponsorship opportunities in the various sections of the sports industry.