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 (1,5 hours) followed by interactive workshops (1,5 hours).

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.

Materials

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

Course follows combined face-to-face and distance learning methods where students participate in lectures, workshops and other study activities organized in classroom. Furthermore, a student also completes separate individual and group assignments as supplementary independent studies utilizing virtual study platforms and materials.

Upon completion of the course students prepare three individual assignments which are pre-assignment, review of a market report and summary of keynote video discussing relevant sport marketing topic.
In addition, students prepare a marketing plan as a group work and deliver a presentation and hand in a written report of the marketing plan. Group works are assigned by sport organizations and are connected to actual market environments and assignments.

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

Employer connections

Group works are assigned by local sports organizations which connects students' learning activities to sport industry framework and practice-oriented marketing development.

Exam schedules

Lecture exam takes place on week 48. Exam is based on lecture and workshop topics and to the course literature. Exam is completed in a computer classroom as a written individual work.
In case student does not pass the exam or with a justified reason does not participate to the first scheduled exam a person has a right for maximum two retakes within 1 month after the first exam date.

International connections

Course is in English and internationalization actualizes through studying and working together with international exchange students.

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

One credit corresponds to an average of 27 hours of student work, which means that the total work load in the course equals to approximately 135 hours.

Student work load is distributed accordingly;

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

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.

Qualifications

For Degree Students
For Exchange Students

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

Further information

Exchange students 10
Course is part of Sport Business Management study track.