Curricula

Objective

Knowledge and Understanding;
The student knows the basic theoretical framework of using sport and events from the viewpoint of marketing strategies and operations. He/she is able to identify the main business factors relevant to sport and event organizers and producers.
Intellectual Skills;
The student is able to apply the ideas of promoting tangible and intangible goods as value to customers and other stakeholders involved in sports and events.
Practical Skills;
The student learns how to combine the strategic interests of a sport club/event organizer to the interests of spectators/sponsors/partners. This occurs using goals, objectives, expectations and shared values of separate stakeholders.
Transferable Skills;
The student understands the role of marketing and production in the context of sport and event management. He/she is able to distinguish the specific nature of sport and events and understand the meaning of the strategic fit in experiential marketing.

Content

Various perspectives of experience industry’s organizational structures, strategies and management practices, service design in the context of sport events and other events. The concept of the experience industry: events, strategy, strategic partnerships, strategic thinking, co-branding, competitive strategies, opportunities of new media and the basics of legacy planning.

Qualifications

Compulsory first year business studies.
Comprehensive first year studies completed.

Assessment criteria, satisfactory (1)

5 (Excellent) The student knows and can critically evaluate the theoretical frameworks of sport and event marketing in context of experiential marketing, and is able to apply core concepts and methods. The student can synthesize and apply a number of different theories and practical tools to each other. The student masters the broad range of practical skills, which appear as the ability to take advantage of knowledge and to discover new creative solutions. The student shows he/she is capable of managing diverse professional tasks or projects and problem situations. The student shows his/her ability to work independently as an expert in the field of sport and event marketing in context of experiential marketing, and the ability to make decisions and innovative solutions in unpredictable business environments. The student participates in co-operation by taking part in group work interactively. He/she is committed to group work and to taking care of others success. The student has a positive attitude. He/she is able to evaluate and develop his/her own know-how in a critically and diverse way. The student takes responsibility for the development of the individual and the group.

4 (Very Good) The students knows and can evaluate the theoretical frameworks of sport and event marketing in context of experiential marketing and is able to apply core concepts and methods. The student can relate different information to each other. He /she can apply the knowledge and theories in the subject area. The student masters the broad range of practical skills, which appear as the ability to work independently in projects or as an expert in the field of the theoretical frameworks of sport and event marketing in context of experiential marketing. He/she displays his/her ability to solve complex problems in the field. The student participates in co-operation by taking part interactively. He/she is committed to co-operate. He/she is able to evaluate and develop his/her own know-how in a critically and diverse way.

3 (Good) The student has wide knowledge of the core concepts, and the theoretical frameworks of sport and event marketing. He/she can combine many different types of information. The student masters the practice of basic and special skills which is needed for working independently. He/she displays his/her ability to solve complex problems of sport and event marketing in context of experiential marketing. The student participates in co-operation quite actively and diverse way. He/she can evaluate his/her own know-how in a realistic way.

2 (Satisfactory) The student partly recognizes the core concepts, theories and methods of the sport and event marketing. The student knows the basic practical skills which he/she needs in familiar circumstances. The student sometimes participates in group work. He/she has flaws in his/her self-assessment.

1 (Sufficient) The student partly recognizes the core concepts and/or methods of the sport and event marketing. He/she has poor knowledge needed to work in the field of sport and event marketing, so he/she needs guidance in his/her work. The student sometimes participates in group work. He/she cannot evaluate him/herself.

0 (Fail) The student does not perceive the core concepts, theories or methods of sport and event marketing in context of experiential marketing. The student does not have the ability to work in the field of sport and event marketing field according to the know-how she or he has shown. The student is not able to fluently co-operate. He/she cannot evaluate him/herself.