Sports Marketing

DESCRIPTION:
Marketing concepts and processes, and their relationship to the sports industry; key marketing decision areas in product/service/brand development, pricing, distribution and promotion as they relate to sports marketing.

RATIONALE: 
The globalization and commercialization of sport are closely linked to the application of marketing principles in attracting participants, viewers and sponsors to sport practice and events and the building of brands in terms of products, services and athletes. While marketing principles remain universal, their application in sports requires adaptation in theory and skill in application.

LEARNING OUTCOMES: 
On successful completion of the module, the student should be able to:
1. Demonstrate the application of theoretical concepts based on real life sport cases by creating a basic marketing plan for a sports related product or service.
2. Explain the principal concepts and theories of sports marketing and demonstrate the importance of marketing for the economy for organizations involved in sports.
3. Analyze the fundamental concepts of marketing research and consumer behavior and examine ethical issues related to sports marketing and their impact on marketing strategy.

METHOD OF TEACHING AND LEARNING:
In congruence with the teaching and learning strategy of the college, the following tools are used:
- Class lectures.
- Analysis and discussion of cases and assignments on sports marketing issues.
- Major Written Project (individual): Students develop a marketing plan for a selected sports product or service.
- Office Hours: Students are encouraged to make full use of the office hours of their instructor, where they can ask questions and go over lecture material, case studies or project.
- Use of a Blackboard learning platform, where instructors post lecture notes, assignment instructions, timely announcements, as well as additional resources.