Curricula

Objectives

Upon completion of this course the student will be able to
- Apply fundamental marketing concepts to the sport industry
- Create sport marketing and communication plans based on customer insights and data
- Evaluate markets and apply this information in marketing development

Content

- Sport and event marketing fundamentals
- Sport marketing strategies and planning
- Modern customer relationship management in sport marketing
- Sport events and value creation
- Service and experience design in sport events
- Sport business intelligence and use of research data in marketing decisions

Time and location

Course is implemented during fall semester 2022.
Course begins 5th of September 2022 and ends 31st of October 2022.
Intensive on-campus study period will take place 15 September - 17 September on Jamk main campus in Jyväskylä.

Learning materials and recommended literature

Shank, M. & Lyberger, M. (2015) Sports Marketing : a strategic perspective. 5th edition. Routledge. (e-book)
Nielsen. (2022) Fans are changing the game. Global sports marketing report. (provided upon starting the course)
Green, F. (2021) Winning with data in the business of sports: CRM and analytics

Additional academic articles and case studies given at the beginning of the course.

Teaching methods

Course is a hybrid on-campus and online study entity combining face-to-face and distance learning methods where students participate in lectures (online or physical), workshops and other related study activities. On-campus studies are organized as intensive 3 day period.

The student completes a separate individual marketing development assignment for a selected sport event, sport organization or athlete according to assignment criteria and description. Individual marketing development assignment constitutes the main item of student assessment (80 %). In addition, the student prepares a pre-assignment as a introductory task for the course topics. Pre-assignment will be evaluated according to assignment criteria and description and constitutes small portion of the student assessment (20 %).

Practical training and working life connections

Individual marketing development task is expected to be connected to students' own work and/or area of marketing development in their respective sports organizations or related organizations.

Exam dates and retake possibilities

No exam.

Alternative completion methods

Prior learning can be recognized through similar master level studies or work experience which will be assessed for each course by the course instructor.

Student workload

Pre-assignment and preparations 25 hours
On-campus lectures and online studies period 25 hours
Individual studies and course development assignment 65 hours
Virtual studies 20 hours

Content scheduling

Pre-assignment and preparations 5th-15th September, 2022.
On-campus lectures and studies 15th-17th September, 2022.
Individual marketing development assignment 17th Sep. - 31st of Oct., 2022.
2 online webinars during independent studies period (17 Sep. - 31 Oct.)

Further information for students

Open UAS 5 (included in total)

Evaluation scale

0-5

Evaluation criteria, satisfactory (1-2)

Adequate 1
You are able to understand only the basic sport marketing concepts. You can find some relevant information in this area. You take responsibility of your own work. You are able to communicate your findings in oral and written form responsibly. There are some issues in complying with JAMK reporting instructions.

Satisfactory 2
You are capable in solving basic marketing related sport business problems in practice. You are capable of searching academic literature and other relevant information from different sources, and can utilize this information in a satisfactory way. You are able to work independently and take responsibility of your team’s work. You are able to communicate your findings in oral and written form responsibly. There are minor issues in complying with JAMK reporting instructions.

Evaluation criteria, good (3-4)

Good 3
You are able to analyze basic issues in sport marketing field and solve marketing related sport business problems in practice. You are capable of review academic literature and other relevant information from different sources well. You are able to utilize this information in some level in developing sport marketing in a selected organization. You can combine the theoretical framework and practice. You can evaluate your work and develop your know-how. You are able to communicate your findings in oral and written form responsibly in a well-structured manner. Your text mainly follows the JAMK reporting instructions.

Very good 4
You are able to analyze complex issues in sport marketing field and solve marketing related sport business problems in practice. You are capable of critically review academic literature and other relevant information from different sources in a good manner. You are able to utilize this information in some level in developing sport marketing in a selected organization. You are able to critically analyze your learning and develop your skills. You can produce relevant, logical and analytical content. You are able to communicate your findings in oral and written form responsibly and in a well-structured manner, and according to JAMK reporting instructions.

Evaluation criteria, excellent (5)

Excellent 5
You are able to analyze complex issues in sport marketing field and solve marketing related sport business problems in practice. You are capable of critically review academic literature and other relevant information from different sources in an excellent manner. You are able to utilize multiple sources of evidence and data in developing sport marketing in a selected organization. You take responsibility of developing your expertise in this area and you are able to critically evaluate your own learning and progression. You present convincing results and content, and you are able to combine different frameworks and findings in your reporting. You are able to communicate your findings in oral and written form responsibly and in a well-structured manner, complying fully with JAMK reporting instructions.

Prerequisites

BBA in business or economics or sport or equal.