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Objective

The object of the course
This course aims at highlighting the international aspect of sport marketing. The object is to learn how to select a suitable strategy and to do practical marketing actions in international context. This course is a part of the international sport business environment module.

After completing this course, you have a deeper understanding of current topics in international sport marketing field. 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 activities for international sport organisations.

Course competences
Business competence: The student has a broad-based understanding of the business.

Operating in a workplace competence: The student is able to act professionally in communication and interaction situations at the workplace.

Internationality and multiculturalism competence: The student is able to communicate internationally in his/her work task.

The learning objectives of the course
After completion of the course, you show some ability to analyse and evaluate both academic and business information relevant to sport organisations and sport business. You are able to solve problems related to international sport marketing and take into account the different international operating environments. You are able to utilize real-life collaboration with acknowledged international sport organisations in solving different tasks related to global sport marketing field. You are able to do efficient marketing communications in international sport organisation.

Content

The course covers global sport marketing environment and its challenges, special features and trends of international sport marketing, analysis and strategies for international market entry, internationalisation of sport brands and teams and sport market research.

Assessment criteria, satisfactory (1)

Sufficient 1 
You attempt to analyze and evaluate academic and business information relevant to international sport organisations and sport business.  You can apply some basic sport marketing concepts and produce sport marketing contents in practice in a guided situation.
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 communicating your work in international context.

Satisfactory 2 
You have some ability in order to analyze and evaluate academic and business information related to international sport organisations and sport business. You can independently apply sport marketing concepts and produce sport marketing contents in practice in a given situation, 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 communicating your work in international context.

Assessment criteria, good (3)

Good 3 
You are able to evaluate relevant academic and business data and consider possible approaches and outcomes for international sport organisations and sport business. 
You show analytical skills and logical thinking with justifications, you can apply sport marketing concepts and produce sport marketing contents in practice in different situations.
You are able to create and present your and your team’s ideas and findings in English. 
You know how to communicate in a productive way in international context at the workplace. 

Very Good 4 
You are able to analyze business data with possible outcomes related to international sport organisations and sport business. You propose well justified solutions for business challenges related to international sport marketing. You can apply sport marketing concepts and produce good quality sport marketing contents in practice.
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 international context and you are able to communicate effectively at the workplace.

Assessment criteria, excellent (5)

Excellent 5 
You propose justified solutions for business challenges related to international sport marketing. You have marketing skills needed in international sport organizations. You are familiar with current trends in international sport business, and you are able to utilise this information in your marketing development solutions. You can apply sport marketing concepts and produce sport development solutions in practice. You can argument and present your and your team’s ideas in a convincing manner in English. You show self-critical skills in participating productively in international context and you are able to communicate effectively at the workplace. You have assessed thoroughly your contribution in multicultural setting and possess teamworking skills.  

Materials

Selected chapters from:
Dodds, Heisey, Ahonen EDS (2018) Routledge handbook of international sport business, Routledge.
Desbordes, M, Richelieu, A. EDS (2012) Global sport marketing contemporary issues and practice. Routledge.
Chadwick, S., Chanavat, N., Desbordes, M. (Eds) (2018), Routledge Handbook of Sports Marketing, Routledge

Case studies and journal articles announced in the course platform.

Further information

This course includes real life assignments from international sport organisations and students are required to actively take part in these.
This course adds up to mandatory sport marketing course.