Sport Digital Communications (5 cr)

Evaluation scale

0-5

Content scheduling

Course content is a combination of weekly lectures and workshops.

Objective

The student understands the digital marketing and communications environment and the online marketplace in sports. He/she is able to adapt digital marketing techniques to the field of digital media and marketing communications. The student is able to formulate digital sport marketing strategy and implement a digital marketing campaign utilizing various digital communications channels and make justified marketing communications decisions based on the use of digital and web analytics.

Content

Strategic approach to digital marketing in sport business, principles of digital marketing communications and e-PR in sports, management of online customer experience and marketing automation practices, sport marketing campaigns in digital media, social media tools and marketing practices in social media environment, digital analytics and search engine optimization, content and performance marketing in sports communications, gamification as a method for digital marketing, solutions and applications of IoT and mixed realities (MR) in sports business.

Teaching methods

Course follows combined face-to-face and distance learning methods where students participate in lectures, workshops and other study activities organized in classroom. Furthermore, a student also completes separate individual and group assignments as supplementary independent studies utilizing virtual study platforms and materials.

Upon completion of the course student prepare two individual assignments which are pre-assignment and a more broader individual assignment about digital communications and media consumption.
In addition, students prepare a digital marketing plan as a group work and deliver a presentation and hand in a written report of the digital marketing plan. Group works are assigned by sport organizations and are connected to actual market environments and assignments.

Students' learning is assessed through individual assignment (50 %), group working (40 %) and peer evaluation (10 %).

Employer connections

Group works are assigned by sports organizations which connects students' learning activities to sport industry framework and practice-oriented marketing development.

Exam schedules

No exam.

International connections

Course is in English and internationalization actualizes through studying and working together with international exchange students.

Completion alternatives

You have the right to apply for recognition of your studies if you have prior learning (e.g. university studies completed elsewhere) that can be accredited towards the degree you are currently completing.

The recognition of prior learning is possible in three primary ways: accreditation (replacement or inclusion), recognition of informal learning and studification. More detailed information in JAMK Degree Regulations.

Student workload

One credit corresponds to an average of 27 hours of student work, which means that the total work load in the course equals to approximately 135 hours.

Student work load is distributed accordingly;

Lectures and workshops including preparations and small assignments 45 hours
Independent studies including individual assignments and group assignment 55 hours
Virtual studies 35 hours

Assessment criteria, satisfactory (1)

Adequate 1
The student partly recognizes the core concepts and/or methods of Digital Marketing. He/she has poor knowledge needed to work in Digital Sport Marketing field, so he/she needs guidance in his/her work. The student sometimes participates in group work. He/she cannot evaluate him/herself.

Satisfactory 2
The student partly recognizes the core concepts, theories and methods of Digital 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.

Assessment criteria, good (3)

Good 3
The student has wide knowledge of the core concepts, theories and methods of Digital 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 in Digital Sport 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.

Very Good 4
The students knows and can evaluate broad theories of Digital Marketing, 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 Digital Sport 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.

Assessment criteria, excellent (5)

Excellent 5
The student knows and can critically evaluate broad theories of Digital Marketing, core concepts and methods. The student can synthesize a number of different theories 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 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 Digital 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 ensuring the success of others. 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.

Qualifications

Compulsory first year business studies.
Basics of marketing and HBMS2010 Sport Marketing.

Further information

Exchange students 10
Course is part of Sport Business Management study track.