Curricula

Objective

The student knows the basic theories in the Sport marketing field and identifies the main concepts of sport marketing. He/she understands the role of marketing in sports and the global importance of it. The student is able to build a sport marketing plan and utilize the necessary marketing tools.

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.

Qualifications

For Degree Students
For Exchange Students

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

Assessment criteria, satisfactory (1)

Adequate 1
The student partly recognizes the core concepts and/or methods of Sport Marketing. He/she has poor knowledge needed to work in the 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 Sport 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 Sport 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 Sport Marketing. The student participates in co-operation quite actively and in a 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 Sport 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 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 Sport 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 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.

Materials

Smith, A. & Stewart, B. Introduction to sport marketing. 2nd edition. (2015)