Curricula

Objectives

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.

Time and location

Online teaching via Moodle platform

Learning materials and recommended literature

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 for students

Avoin amk 5
Campusonline 20
EduFutura 5

Evaluation scale

0-5

Evaluation criteria, satisfactory (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.

Evaluation criteria, good (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.

Evaluation 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.