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Sport MarketingLaajuus (5 cr)

Code: HL00BD88

Credits

5 op

Teaching language

  • English

Responsible person

  • Brian Jordan

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.

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.

Enrollment

18.11.2024 - 09.01.2025

Timing

10.02.2025 - 19.05.2025

Number of ECTS credits allocated

5 op

Virtual portion

5 op

Mode of delivery

Online learning

Unit

School of Business

Teaching languages
  • English
Seats

20 - 80

Degree programmes
  • Bachelor's Degree Programme in Business Management
Teachers
  • Toni Nikunen
Teacher in charge

Aila Ahonen

Groups
  • ZJK25KH
    Korkeakoulujen välinen yhteistyö, LITA
  • HTL25VK
    Liiketalouden tutkinto-ohjelma (AMK), vaihto-opiskelu/Exchange studies
  • ZJA25KH
    Avoin amk, lita
  • HTLSPO
    Sport Business, Business Administration
  • HTL23S1
    Liiketalouden tutkinto-ohjelma (AMK)

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.

Location and time

Online teaching via Moodle platform

Oppimateriaali ja suositeltava kirjallisuus

Course books
Shank, M. D. & Lyberger, M. R. (2022). Sports marketing: A strategic perspective (6th edition.). Routledge.
Smith, A. & Stewart B. 2015. Introduction to Sport Marketing. 2nd ed. Routledge.

Teaching methods

100% Online pedagogy.
Teaching is conducted completely online with the use of online and recorded lectures, articles, assignments and a learning diary.

Exam schedules

There is no exam in this course.

Vaihtoehtoiset suoritustavat

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 accredit-ed towards the degree you are currently completing.

The recognition of prior learning is possible in three primary ways: accredi-tation (replacement or inclusion), recognition of informal learning and studification. More precise info: JAMK Degree Regulations, section 17.

Student workload

Student workload in hours:
Lectures 25 h
Readings 40 h
Virtual study 20 h
Assignments 40 h

Content scheduling

The course is divided into 2 week tracks and the students must complete all of them in order to complete the course.

Further information

Assessment 0-5

Assessment is based on the course assignments.
Exchange students 10

Evaluation scale

0-5

Arviointikriteerit, tyydyttävä (1-2)

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.

Arviointikriteerit, hyvä (3-4)

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, 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.

Enrollment

01.08.2024 - 24.08.2024

Timing

26.08.2024 - 18.12.2024

Number of ECTS credits allocated

5 op

Mode of delivery

Face-to-face

Unit

School of Business

Campus

Main Campus

Teaching languages
  • English
Seats

20 - 40

Degree programmes
  • Bachelor's Degree Programme in Business Management
Teachers
  • Brian Jordan
Teacher in charge

Aila Ahonen

Groups
  • ZJA24SH
    Avoin amk, lita
  • HBI23S1
    Bachelor's Degree Programme in International Business
  • HTL24VS
    Liiketalouden tutkinto-ohjelma (AMK), vaihto-opiskelu/Exchange studies
  • HTLSPO
    Sport Business, Business Administration
  • HTL23S1
    Liiketalouden tutkinto-ohjelma (AMK)

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.

Location and time

2 sessions per week 90 minutes
No computers into class, B-wing or C-wing only (Rajakatu)

Oppimateriaali ja suositeltava kirjallisuus

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

Teaching methods

The course follows combined face-to-face 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 will take place at the end of the course with a retake option one week after.

International connections

International guest lectures

Vaihtoehtoiset suoritustavat

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 accredit-ed towards the degree you are currently completing.

The recognition of prior learning is possible in three primary ways: accredi-tation (replacement or inclusion), recognition of informal learning and studification. More precise info: JAMK Degree Regulations, section 17.

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

Further information

Assessment 1-5

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

Exchange students 20

Evaluation scale

0-5

Arviointikriteerit, tyydyttävä (1-2)

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.

Arviointikriteerit, hyvä (3-4)

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, 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.

Enrollment

17.04.2024 - 15.05.2024

Timing

01.05.2024 - 31.07.2024

Number of ECTS credits allocated

5 op

Virtual portion

5 op

Mode of delivery

Online learning

Unit

School of Business

Teaching languages
  • English
Seats

20 - 40

Degree programmes
  • Bachelor's Degree Programme in Business Management
Teachers
  • Brian Jordan
Groups
  • ZJK24KH
    Korkeakoulujen välinen yhteistyö, LITA
  • HBI23S1
    Bachelor's Degree Programme in International Business
  • ZJA24KH
    Avoin AMK, lita
  • HBI22S1
    Degree Programme in International Business
  • HTL22S1
    Liiketalouden tutkinto-ohjelma (AMK)

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.

Location and time

Online teaching via Moodle platform

Oppimateriaali ja suositeltava kirjallisuus

Course books
Shank, M. D. & Lyberger, M. R. (2022). Sports marketing: A strategic perspective (6th edition.). Routledge.
Smith, A. & Stewart B. 2015. Introduction to Sport Marketing. 2nd ed. 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

100% Online pedagogy.
Teaching is conducted completely online with the use of recorded lectures, articles, and assignments

Further information

Avoin amk 5
Campusonline 20
EduFutura 5

Evaluation scale

0-5

Arviointikriteerit, tyydyttävä (1-2)

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.

Arviointikriteerit, hyvä (3-4)

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, 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.

Enrollment

20.11.2023 - 11.02.2024

Timing

12.02.2024 - 20.05.2024

Number of ECTS credits allocated

5 op

Virtual portion

5 op

Mode of delivery

Online learning

Unit

School of Business

Campus

Main Campus

Teaching languages
  • English
Seats

20 - 40

Degree programmes
  • Bachelor's Degree Programme in Business Management
Teachers
  • Brian Jordan
Groups
  • ZJK24KH
    Korkeakoulujen välinen yhteistyö, LITA
  • ZJA24KH
    Avoin AMK, lita
  • HTL22S1
    Liiketalouden tutkinto-ohjelma (AMK)
  • HTL24VK
    Liiketalouden tutkinto-ohjelma (AMK), vaihto-opiskelu/Exchange studies
  • HTLSPO
    Sport Business, Business Administration
  • HTL22SIY
    Liiketalouden tutkinto-ohjelma (AMK)

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.

Location and time

Online teaching via Moodle platform

Oppimateriaali ja suositeltava kirjallisuus

Course books
Shank, M. D. & Lyberger, M. R. (2022). Sports marketing: A strategic perspective (6th edition.). Routledge.
Smith, A. & Stewart B. 2015. Introduction to Sport Marketing. 2nd ed. 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

100% Online pedagogy.
Teaching is conducted completely online with the use of recorded lectures, articles, assignments and a learning diary.

Further information

Avoin amk 5
Exchange Students 5
Campusonline 20

Evaluation scale

0-5

Arviointikriteerit, tyydyttävä (1-2)

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.

Arviointikriteerit, hyvä (3-4)

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, 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.

Enrollment

01.08.2023 - 24.08.2023

Timing

28.08.2023 - 19.12.2023

Number of ECTS credits allocated

5 op

Mode of delivery

Face-to-face

Unit

School of Business

Campus

Main Campus

Teaching languages
  • English
Seats

20 - 40

Degree programmes
  • Bachelor's Degree Programme in Business Management
Teachers
  • Brian Jordan
Groups
  • ZJA23SH
    Avoin amk, lita
  • HTL23VS
    Liiketalouden tutkinto-ohjelma (AMK), vaihto-opiskelu/Exchange studies
  • HTL22S1
    Liiketalouden tutkinto-ohjelma (AMK)
  • HTLSPO
    Sport Business, Business Administration
  • HTL22SIY
    Liiketalouden tutkinto-ohjelma (AMK)

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.

Oppimateriaali ja suositeltava kirjallisuus

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

Vaihtoehtoiset suoritustavat

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

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).

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.

Evaluation scale

0-5

Arviointikriteerit, tyydyttävä (1-2)

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.

Arviointikriteerit, hyvä (3-4)

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, 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.

Enrollment

06.02.2023 - 12.02.2023

Timing

13.02.2023 - 26.05.2023

Number of ECTS credits allocated

5 op

Virtual portion

5 op

Mode of delivery

Online learning

Unit

School of Business

Campus

Main Campus

Teaching languages
  • English
Seats

0 - 40

Degree programmes
  • Bachelor's Degree Programme in Business Management
Teachers
  • Brian Jordan
Groups
  • HTL21S1
    Liiketalouden tutkinto-ohjelma (AMK)
  • HBI21S1
    Degree Programme in International Business
  • ZJA23KH
    Avoin AMK, lita
  • HTL23VK
    Liiketalouden tutkinto-ohjelma (AMK), vaihto-opiskelu/Exchange studies
  • ZJK23KH
    Korkeakoulujen välinen yhteistyö, LITA
  • HBI20S1
    Bachelor's Degree Programme in International Business
  • HTL21SIY
    Liiketalouden tutkinto-ohjelma (AMK)
  • HTLSPO
    Sport Business, Business Administration

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.

Location and time

Online teaching via Moodle platform

Oppimateriaali ja suositeltava kirjallisuus

Course books
Shank, M. D. & Lyberger, M. R. (2022). Sports marketing: A strategic perspective (6th edition.). Routledge.
Smith, A. & Stewart B. 2015. Introduction to Sport Marketing. 2nd ed. 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

Online pedagogy.
Teaching is conducted completely online with the use of recorded lectures, articles, assignments and a learning diary.

Further information

Avoin amk 5
Exchange Students 5
Campusonline 20

Evaluation scale

0-5

Arviointikriteerit, tyydyttävä (1-2)

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.

Arviointikriteerit, hyvä (3-4)

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, 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.

Enrollment

01.08.2022 - 25.08.2022

Timing

29.08.2022 - 21.12.2022

Number of ECTS credits allocated

5 op

Mode of delivery

Face-to-face

Unit

School of Business

Campus

Main Campus

Teaching languages
  • English
Seats

0 - 37

Degree programmes
  • Bachelor's Degree Programme in Business Management
Teachers
  • Brian Jordan
Groups
  • HTL21S1
    Liiketalouden tutkinto-ohjelma (AMK)
  • HTL22VS
    Liiketalouden tutkinto-ohjelma (AMK), vaihto-opiskelu/Exchange studies
  • ZJA22SH
    Avoin AMK, lita
  • HTL21SIY
    Liiketalouden tutkinto-ohjelma (AMK)
  • HTLSPO
    Sport Business, Business Administration
  • HBI21S1
    Degree Programme in International Business
  • HBI20S1
    Bachelor's Degree Programme in International Business

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.

Location and time

Two meetings a week, one lecture, one workshop

Oppimateriaali ja suositeltava kirjallisuus

Course books
Shank, M. D. & Lyberger, M. R. (2022). Sports marketing: A strategic perspective (6th edition.). Routledge.
Smith, A. & Stewart B. 2015. Introduction to Sport Marketing. 2nd ed. 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

Vaihtoehtoiset suoritustavat

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

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).

Further information

Open UAS 3
Exchange students 10
Course is a part of Sport Business Management study track. Priority is given to sport students, both JAMK and exchange students.

Evaluation scale

0-5

Arviointikriteerit, tyydyttävä (1-2)

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.

Arviointikriteerit, hyvä (3-4)

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, 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.

Enrollment

01.11.2021 - 28.02.2022

Timing

14.02.2022 - 27.05.2022

Number of ECTS credits allocated

5 op

Virtual portion

5 op

Mode of delivery

Online learning

Unit

School of Business

Campus

Main Campus

Teaching languages
  • English
Seats

0 - 100

Degree programmes
  • Bachelor's Degree Programme in Business Management
Teachers
  • Aila Ahonen
  • Brian Jordan
Groups
  • HBI19S1
    Degree Programme in International Business
  • HTL22VK
    Liiketalouden tutkinto-ohjelma (AMK)
  • HTL20S1
    Liiketalous
  • HBI20S1
    Bachelor's Degree Programme in International Business
  • ZJK22KH
    Korkeakoulujen välinen yhteistyö, LITA
  • HTLSPO
    Sport Business, Business Administration
  • ZJA22KH
    Avoin AMK, lita

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.

Further information

Avoin amk 5
Exchange Students 5

Evaluation scale

0-5

Arviointikriteerit, tyydyttävä (1-2)

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.

Arviointikriteerit, hyvä (3-4)

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, 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.