Curricula

Objectives

The object of the course
This course aims at highlighting the multifaceted aspect of sport marketing and sales. You learn how to select a suitable marketing strategy and to do practical marketing and sales actions in sport business context. This course is a part of the Sport Business Management module.

After completing this course, you have a deeper understanding of current topics in sport marketing and sales. You can apply disciplinary and interdisciplinary knowledge to analyse business challenges and trends in international sport business market and present solutions based on the findings. You are able to utilise sport marketing strategies and to plan sport marketing and sales activities for sport organisations.

Course competences
Sport business management competence: You critically review and understands the core concepts of sport business management and gain knowledge and skills in sport management, sport marketing, entrepreneurship and finance.

Internationality and multiculturalism: You operate effectively in international and multicultural work environments.

Operating in a workplace: You utilize the opportunities offered by technology and digitalization in your operations.

The learning objectives of the course
Upon completion of this course, you are familiar with some concepts of sport marketing and sales. You attempt to operate in international sport business context and recognise different sport marketing strategies and sales methods. You find some opportunities offered by technology and digitalization in your sport marketing and sales operations. You seek to demonstrate strategic management and critical thinking skills by researching and reflecting on contemporary sport marketing and sales theory, policy and practice.

Content

The course content consists of theories and topics such as global sport marketing trends, market research, data driven marketing, ambush marketing, sponsorships, branding, sales and promotion.

Time and location

Intensive days: 12.-14.9.2024 ; Time: Thursday 12-18, Friday 9-16, Saturday 9-14.
Introductory Webinar: Pre-reading task will be given on orientation day 30.8.2024
Summative Webinar: 26.9.2024 ( Online18-19.30)

Learning materials and recommended literature

Karg, A., Shilbury, D., Westerbeek, H., Funk, D., Naraine, M. (2022). Strategic Sport Marketing. London: Routledge. Available as e-book in Jamk library.
Jobber, D., Lancaster, G., Le Meunier-Fitz, H. (2019) Selling and Sales Management. UK: Pearson. Available as an e-book in Jamk library.
Additional books:
Funk, D., Alexandris, K., McDonald, H. (2022). Sport consumer behaviour: marketing strategies. London: Routledge.
Seymour, A., & Blakey, P., (2021). Digital Sport Marketing. London: Routledge

Teaching methods

Classroom teaching – lectures and workshops, online and virtual learning.
The primary mode of delivery is a combination of in-class activities on campus including both lectures and workshops and online webinars. The in-class activities deepen the learning in the forms of lectures, individual and group work, and discussions.

This course is possible to study independently but that requires more effort from the student. All material is available on Moodle.

Practical training and working life connections

Various kinds of introductions to working life, real life cases, international and national visiting lecturers.

Exam dates and retake possibilities

No exam.

International connections

The course includes international case studies. Course is partly taught by international visiting professor.

Alternative completion 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 precise info: JAMK Degree Regulations, section 17.

Student workload

Course workload:
- Teaching sessions 18 hours
- Development assignments 60 hours.
- Webinars and preparations for them 12 hours.
- Independent study and readings 45 hours.

Further information for students

The course assessment is based on the written course criteria, including case assignments and final development assignment.

Evaluation scale

0-5

Evaluation criteria, satisfactory (1-2)

Sufficient 1

You are familiar with some of the concepts and principles of sport marketing and sales. You are familiar with technology and digitalisation. You recognize some sources of marketing information and their areas of application. You attempt to take some responsibility for your own actions and their consequences and reflect on them in accordance with the values of sport marketing. You can describe how information related to sport marketing and sales in finding, implementing, and establishing sustainable solutions and operating models can be used. 
Satisfactory 2

You are familiar with some of the key concepts and principles of sport marketing and sales. You are familiar with technology and digitalisation. You recognize different sources of marketing information and their areas of application. You take some responsibility for your own actions and their consequences and reflect on them in accordance with the values of sport marketing. You can describe how information related to sport marketing and sales in finding, implementing, and establishing sustainable solutions and operating models can be used.

Evaluation criteria, good (3-4)

Good 3

You are know the key concepts and principles of sport marketing and sales. You can utilise technology and digitalisation. You seek different sources of marketing information and their areas of application. You can take responsibility for your own actions and their consequences and reflect on them in accordance with the values of sport marketing. You can use information related to sport marketing and sales in finding implementing, and establishing sustainable solutions and operating models.

Very Good 4

You can define the key concepts and principles of sport marketing and sales. You can utilise technology and digitalisation. You can critically review different sources of marketing information and their areas of application. You can take responsibility for your own actions and their consequences and reflect on them in accordance with the values of sport marketing. You can utilise effectively information related to sport marketing and sales in finding, implementing, and establishing sustainable solutions and operating models. 

Evaluation criteria, excellent (5)

You can master the key concepts and principles of sport marketing and sales. You can propose solutions for challenging business problems in relation to sport marketing and sales in sport organisation. You can take responsibility for your own actions and their consequences and reflect on them in accordance with the values of sport marketing. You can effectively use and implement information related to sport marketing and sales in finding, implementing, and establishing sustainable solutions and operating models. 

Prerequisites

-

Further information

This course is mandatory for Sport Business Management master students.