Sport Marketing and Sales (5 op)

Arviointiasteikko

0-5

Tavoitteet

The object of the course
This course aims at highlighting the multifaceted aspect of sport marketing and sales. You learn how to select a suitable marketing strategy and to do practical marketing and sales actions in sport business context. This course is a part of the Sport Business Management module.

After completing this course, you have a deeper understanding of current topics in sport marketing and sales. You can apply disciplinary and interdisciplinary knowledge to analyse business challenges and trends in international sport business market and present solutions based on the findings. You are able to utilise sport marketing strategies and to plan sport marketing and sales activities for sport organisations.

Course competences
Sport business management competence: You critically review and understands the core concepts of sport business management and gain knowledge and skills in sport management, sport marketing, entrepreneurship and finance.

Internationality and multiculturalism: You operate effectively in international and multicultural work environments.

Operating in a workplace: You utilize the opportunities offered by technology and digitalization in your operations.

The learning objectives of the course
Upon completion of this course, you are familiar with some concepts of sport marketing and sales. You attempt to operate in international sport business context and recognise different sport marketing strategies and sales methods. You find some opportunities offered by technology and digitalization in your sport marketing and sales operations. You seek to demonstrate strategic management and critical thinking skills by researching and reflecting on contemporary sport marketing and sales theory, policy and practice.

Sisältö

The course content consists of theories and topics such as global sport marketing trends, market research, data driven marketing, ambush marketing, sponsorships, branding, sales and promotion.

Aika ja paikka

Intensiivipäivät 12.-14.9.2024; torstai 12-18, perjantai 9-16, lauantai 9-14.
Kurssin johdantoluento: aineisto annetaan orientaatiopäivänä 30.8.2024
Päätösluento 26.9.2024 (online 18-19.30)

Oppimateriaalit

Karg, A., Shilbury, D., Westerbeek, H., Funk, D., Naraine, M. (2022). Strategic Sport Marketing. London: Routledge. Available as e-book in Jamk library.
Ingram, T., LaForge, R., Avila, R., Schwepker, C., Williams, M. (2020). Sales Management, Analysis and Decision Making, London; Routledge, 10th edition.
Additional books:
Funk, D., Alexandris, K., McDonald, H. (2022). Sport consumer behaviour: marketing strategies. London: Routledge.
Seymour, A., & Blakey, P., (2021). Digital Sport Marketing. London: Routledge

Opetusmenetelmät

Opetus kampuksella - luentoja ja työpajoja, online sekä virtuaalista oppimista.
Pääasiallinen toteutustapa on kampuksella tapahtuvan opiskelun ja online webinaarien yhdistelmä. Kampusluennot syventävät oppimista luentojen, yksilö-ja ryhmätöiden sekä keskustelujen avulla.

Kurssin voi suorittaa myös itsenäisesti mutta se vaatii opiskelijalta enemmän yksilötyöskentelyä. Kaikki materiaali on Moodle oppimisympäristössä tarjolla.

Harjoittelu- ja työelämäyhteistyö

Kurssi tarjoaa erilaisia yhteyksiä työelämään, kuten caseja, kansainvälisiä ja suomalaisia vierailijoita.

Tenttien ajankohdat ja uusintamahdollisuudet

Ei koetta.

Kansainvälisyys

Kurssilla käsitellään kansainvälisiä caseja. Kurssilla opettaa ulkomaalainen vieraileva professori.

Toteutuksen valinnaiset suoritustavat

Voit tutustua Jamkin tutkintosäännön 17§:ään harkitessasi opintojakson osaamisen tunnistamista ja tunnustamista (hyväksilukemista) perustuen aiemmin hankkimaasi osaamiseesi ja opintojakson tavoitteisiin.

Opiskelijan ajankäyttö ja kuormitus

Kurssin työmäärä:
- opetus 18 tuntia
- kehittämistehtävät 60 tuntia
- etäluennot ja niihin valmistautuminen 12 tuntia
- itsenäinen työskentely ja lukeminen 45 tuntia

Arviointikriteerit, tyydyttävä (1)

Sufficient 1

You are familiar with some of the concepts and principles of sport marketing and sales. You are familiar with technology and digitalisation. You recognize some sources of marketing information and their areas of application. You attempt to take some responsibility for your own actions and their consequences and reflect on them in accordance with the values of sport marketing. You can describe how information related to sport marketing and sales in finding, implementing, and establishing sustainable solutions and operating models can be used. 
Satisfactory 2

You are familiar with some of the key concepts and principles of sport marketing and sales. You are familiar with technology and digitalisation. You recognize different sources of marketing information and their areas of application. You take some responsibility for your own actions and their consequences and reflect on them in accordance with the values of sport marketing. You can describe how information related to sport marketing and sales in finding, implementing, and establishing sustainable solutions and operating models can be used.

Arviointikriteerit, hyvä (3)

Good 3

You are know the key concepts and principles of sport marketing and sales. You can utilise technology and digitalisation. You seek different sources of marketing information and their areas of application. You can take responsibility for your own actions and their consequences and reflect on them in accordance with the values of sport marketing. You can use information related to sport marketing and sales in finding implementing, and establishing sustainable solutions and operating models.

Very Good 4

You can define the key concepts and principles of sport marketing and sales. You can utilise technology and digitalisation. You can critically review different sources of marketing information and their areas of application. You can take responsibility for your own actions and their consequences and reflect on them in accordance with the values of sport marketing. You can utilise effectively information related to sport marketing and sales in finding, implementing, and establishing sustainable solutions and operating models. 

Arviointikriteerit, kiitettävä (5)

You can master the key concepts and principles of sport marketing and sales. You can propose solutions for challenging business problems in relation to sport marketing and sales in sport organisation. You can take responsibility for your own actions and their consequences and reflect on them in accordance with the values of sport marketing. You can effectively use and implement information related to sport marketing and sales in finding, implementing, and establishing sustainable solutions and operating models. 

Esitietovaatimukset

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Lisätiedot

Kurssin arviointi perustuu kirjoitettuun kriteeristöön, sisältäen case tehtvät sekä isomman kehittämistehtävän.