Course is implemented during fall semester 2022.
Course begins 5th of September 2022 and ends 31st of October 2022.
Intensive on-campus study period will take place 15 September - 17 September on Jamk main campus in Jyväskylä.
Course is a hybrid on-campus and online study entity combining face-to-face and distance learning methods where students participate in lectures (online or physical), workshops and other related study activities. On-campus studies are organized as intensive 3 day period.
The student completes a separate individual marketing development assignment for a selected sport event, sport organization or athlete according to assignment criteria and description. Individual marketing development assignment constitutes the main item of student assessment (80 %). In addition, the student prepares a pre-assignment as a introductory task for the course topics. Pre-assignment will be evaluated according to assignment criteria and description and constitutes small portion of the student assessment (20 %).
Shank, M. & Lyberger, M. (2015) Sports Marketing : a strategic perspective. 5th edition. Routledge. (e-book)
Nielsen. (2022) Fans are changing the game. Global sports marketing report. (provided upon starting the course)
Green, F. (2021) Winning with data in the business of sports: CRM and analytics
Additional academic articles and case studies given at the beginning of the course.
Osmo Laitila, Aila Ahonen
Individual marketing development task is expected to be connected to students' own work and/or area of marketing development in their respective sports organizations or related organizations.
05.09.2022 - 31.10.2022
Pre-assignment and preparations 25 hours
On-campus lectures and online studies period 25 hours
Individual studies and course development assignment 65 hours
Virtual studies 20 hours
01.08.2022 - 04.09.2022
Pre-assignment and preparations 5th-15th September, 2022.
On-campus lectures and studies 15th-17th September, 2022.
Individual marketing development assignment 17th Sep. - 31st of Oct., 2022.
2 online webinars during independent studies period (17 Sep. - 31 Oct.)
Prior learning can be recognized through similar master level studies or work experience which will be assessed for each course by the course instructor.
0 - 45
Open UAS 5 (included in total)
Master's Degree Programme in Sport Business Management
School of Business