Sport Marketing (5 cr)

Evaluation scale

0-5

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).

Objective

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.

Content

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.

Materials

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.

Teaching methods

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 %).

Exam schedules

Exam with a retake option one week after.

International connections

Guest Lectures

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

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

Assessment criteria, satisfactory (1)

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, good (3)

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, excellent (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.

Further information

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.