Curricula

Objective

The object of the course
This course serves as an introduction to the digital marketing and communication in sport business industry. This course is a part of the applied business knowledge in sport module. This course addresses the different aspects of digital communication in sport organisations.

After completing this course, you will understand the key concepts, driving factors and measurement of the digital marketing communications. You are familiar with digital marketing planning and communicational needs of the sport organisations. You are aware of the different marketing communication platforms and they requirements. You are familiar with the ethical code and norms of sport and challenges of utilising them in digital media.

Course competences
Business Competence: The student knows the central theories related to this specialisation option. The student possesses at least an advanced beginner’s skills in the practical tasks of the specialisation option.

Operating in workplace competence: The student utilizes the opportunities offered by technology and digitalisation in his/her work.

Ethics competence: The student is able to take into account the realization of diversity and accessibility in his/her actions.

The learning objectives of the course
After completion of the course, you show some ability to analyze and evaluate both academic and business information relevant to sport organisations. You understand the theories of sport digital communicationsc, and you can utilize the technological means of marketing. You are able to develop digital marketing communication solutions to sport organisations and you are familiar with current trends in sport marketing. You can transmit to a limited extent your and your team’s ideas and findings in English and you are able to show satisfactory-level skills in inter- and multicultural setting and teamwork and able to create a self-assessment with justifications. You can discuss the ethical considerations relevant to sport organisations and their marketing actions.

Content

An introduction to concepts and theories in digital sport marketing and communications, such as content and performance marketing, digital marketing communications, broadcasting and media, social media, online pr, digital analytics and sports technology.

Assessment criteria, satisfactory (1)

Sufficient 1 
You attempt to analyze and evaluate academic and business information relevant to sport organisations and sport business. You show some but narrow skills in developing digital marketing solutions to sport organisations. You are able to transmit to a limited extent your and your team’s ideas and findings in English. You show some but low-level skill in participating in inter- and multicultural setting and teamwork. You are able to name some very basic ethical considerations.

Satisfactory 2 
You have some ability in order to analyze and evaluate academic and business information related to sport organisations and sport business. You are able to develop digital marketing solutions to sport organisations and you are familiar with current trends in sport marketing, but the approach is not supported with argumentation. You are able to get your main message through when presenting your and your team’s ideas and findings in English. You show some skill in participating productively in inter- and multicultural setting and teamwork. You are able to name some ethical considerations related to sport digital communications.

Assessment criteria, good (3)

Good 3 
You are able to evaluate relevant academic and business data and consider possible approaches and outcomes for sport organisations and sport business.  You show analytical skills and logical thinking with justifications in developing digital marketing solutions to sport organisations. You are familiar with current trends in sport marketing, and you discuss solutions for arising problems. You are able to create and present your and your team’s ideas and findings in English. You know how to contribute in a productive way in inter- and multicultural setting and teamwork.  You are able to name some ethical considerations related to sport digital communications.

Very Good 4 
You are able to analyze business data with possible outcomes related to sport organisations and sport business. You propose well justified solutions for business challenges related sport digital communications. You are familiar with current trends in sport marketing, and you are able to utilise this information in your development solutions.
You can work and communicate your and you’re your team’s ideas and findings professionally in English. You show self-critical skills in participating productively in inter- and multicultural setting and demonstrate teamwork skills. You promote ethical considerations of sport organisations and their digital communications.

Assessment criteria, excellent (5)

Excellent 5 
You can propose well justified business solutions on principal level. You have marketing skills needed in international sport organizations. You propose well justified solutions for business challenges related sport digital communications. You are familiar with current trends in sport marketing, and you are able to utilise this information in your development solutions. You can argument and present your and your team’s ideas in a convincing manner in English. You have assessed thoroughly your contribution in inter- and multicultural setting and possess teamworking skills.  You promote ethical considerations and discuss their meaningful applications for international sport organisations.

Materials

Seymour, A. & Blakey, P. 2020. Digital Sport Marketing : Concepts, Cases and Conversations. Routledge.
Additional articles and reading materials.