• Sport Marketing (HL00BD88-3005),
         28.08.2023 – 19.12.2023,  5 cr  (ZJA23SH, ...) — Face-to-face +-
    Learning outcomes of the course
    The object of the course:
    Student understands the basics of modern sport marketing principles and basics of sports organizations marketing operations.

    Course competences:
    Internationality and multiculturalism competence
    Proactive development competence
    Learning to learn competence
    Ethics competence
    Business competence


    Learning objectives of the course:
    The student is able to critically review, analyze and understand the marketing environment of sports industry and the interrelations of factors influencing on sports consumption and participation to sports activities and events. Student also recognizes how to apply sports marketing specific knowledge to analyze marketing operations of sports organizations and perform practical tasks to plan and implement strategic and tactical marketing operations in sport industry environment. Student understands the issues of ethical and social responsibilities and their impact to planning and implementation of sport marketing activities. Through a proactive participation and interaction with study activities in an intercultural settings student learns to work as team member and in group working practices together with peer students.
    Course contents
    Fundamentals and specialities in sport marketing, strategic approach to planning sport marketing activities, consumer behavior of sports fans and consumption of sports products, services and events, sponsorships and strategic marketing cooperation in sport industry, basics of market research in sport, and ambush marketing practices.
    Assessment criteria
    Assessment criteria - grade 1 and 2
    Sufficient (1) - Student shows a limited ability to analyze and evaluate academic and market information relevant to sport marketing, consumption of sports services, products and events and understand the basics of sport industry environment factors influencing sport markets and marketing processes. Student illustrates narrow skills in analyzing the challenges and opportunities to practice strategic and tactical marketing in sports organizations. Student is able to transmit to a limited extent his/her and the team’s ideas and findings in English and you scarcely contribute to the general discussions inside the study group. Student shows low-level activity and limited skills in participating productively to intercultural learning sessions and teamwork activities. Student can identify and assess very basic ethical issues and discuss superficially their role and significance related to planning and implementation of sport marketing operations.

    Satisfactory (2) - Student shows basic ability to analyze and evaluate academic and market information relevant to sport marketing, consumption of sports services, products and events and understand the basics of sport industry environment factors influencing sport markets and marketing processes. Student illustrates moderate skills in analyzing the challenges and opportunities to practice strategic and tactical marketing in sports organizations. Student is able to get the main message through when presenting his/her and the team’s ideas and findings in English but improvement would be needed. Student shows moderate activity and skills in participating productively to intercultural learning sessions and teamwork activities. Student is able to identify and assess some ethical issues and somewhat meaningfully discuss their role and significance related to planning and implementation of sport marketing operations.
    Assessment criteria - grade 3 and 4
    Good (3) - Student shows ability to analyze and evaluate academic and market information relevant to sport marketing, consumption of sports services, products and events and understand well the basics of sport industry environment factors influencing sport markets and marketing processes. Student illustrates average skills in analyzing the challenges and opportunities to practice strategic and tactical marketing in sports organizations. Student is able to present his/her and the team’s ideas, findings and conclusions in a clear manner in English. Student proactively shows sufficient skills in participating productively to intercultural learning sessions and teamwork activities. Student is able to recognize and assess ethical issues quite comprehensively and meaningfully discuss their role and significance related to planning and implementation of sport marketing operations.

    Very Good (4) - Student shows remarkable ability to analyze and evaluate academic and market information relevant to sport marketing, consumption of sports services, products and events and understand well the sport industry environment factors influencing sport markets and marketing processes. Student illustrates skills with merit in analyzing the challenges and opportunities to practice strategic and tactical marketing in sports organizations and justify how market environment is connected to successful sport marketing in practice. Student is good at presenting his/her and the team’s ideas, findings and conclusions using good level of English and can share and communicate justified views with peers. Student shows high level of activity, commitment and comprehensive set of skills in participating productively to intercultural learning sessions and teamwork activities. Student is to recognize, describe and assess ethical issues comprehensively and meaningfully contribute to the discussion of their role and significance related to planning and implementation of sport marketing operations.
    Assessment criteria - grade 5
    Excellent (5) - Student shows profound ability to analyze and evaluate academic and market information relevant to sport marketing, consumption of sports services, products and events and understand well the complexity of sport industry environment factors influencing sport markets and marketing processes. Student illustrates high level of skills in analyzing the challenges and opportunities to practice strategic and tactical marketing in sports organizations and justify comprehensively the interrelations of market environment to successful sport marketing in practice. Student is fluent and logical at presenting his/her and the team’s ideas, findings and conclusions using high level of English and share your justified views logically with peers helping them to reflect and learn. Student exhibits excellent contribution, commitment and comprehensive activity and skills in participating productively to intercultural learning sessions and teamwork activities. Student recognizes, describes and assess multiple ethical issues profoundly and justify the views in a meaningful way to contribute to the discussion of the role and significance of ethics related to planning and implementation of sport marketing operations.

    Language of instruction

    English

    Planned learning activities, teaching methods and guidance

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

    Students' learning is assessed through group work (50 %), individual assignments (20 %) and lecture exam (30 %).

    Learning materials and recommended literature

    Course books
    Shank, M. D. & Lyberger, M. R. (2022). Sports marketing: A strategic perspective (6th edition.). Routledge.



    Articles
    PwC's Sports Survey. A market report discussing sports marketing phenomenon and trends.
    Gladden & Funk. Understanding Brand Loyalty in Professional Sport: Examining the Link Between Brand Associations and Brand Loyalty.
    Chadwick & Burton. Ambush Marketing in sports: An assessment of implications and management strategies.

    Lecturer(s)

    Brian Jordan

    Campus

    Main Campus

    Exam dates and re-exam possibilities

    Exam with a retake option one week after.

    Internationality

    Guest Lectures

    Timing

    28.08.2023 - 19.12.2023

    Learning assignments and student workload

    Lectures and workshops including preparations and small assignments 50 hours
    Independent studies including individual assignments and group assignment 65 hours
    Other studies 20 hours

    Enrollment

    01.08.2023 - 24.08.2023

    Content scheduling

    Course content is a combination of lectures and workshops. Each topic is discussed in a lecture followed by interactive workshops (1,5 hours).

    Groups
    • ZJA23SH
    • HTL23VS
    • HTL22S1
    • HTLSPO
    • HTL22SIY
    Alternative learning methods

    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.

    Seats

    20 - 40

    Assessment methods

    Open UAS 5
    Exchange students 10
    Course is a part of Sport Business Management study track. Priority is given to sport students, both JAMK and exchange students.

    Degree Programme

    Bachelor's Degree Programme in Business Management

    Mode of delivery

    Face-to-face

    Credits
    • 5 cr
    Unit

    School of Business