Sport Marketing (5 cr)

Evaluation scale

0-5

Objective

The object of the course
This course serves as a foundation and an introduction to sport marketing in the sport business management fundamentals module. This course builds gradually on the discipline of sport marketing theories and how they are used in practice in the field of sport business.

After completing this course, you will understand the key concepts and driving factors of sport marketing. You are familiar with the basics of modern sport marketing principles and the basics of sports organizations marketing operations.

Course competencies
Business Competence: The student knows the central theories related to this specialisation option. The student possesses at least an advanced beginner’s skills in the practical tasks of the specialisation option.

Operating in the workplace: The student is able to act professionally in communication and interaction situations at the workplace.

Proactive development: The student is able to apply existing knowledge in the field of development and utilises research and development methods.

The learning objective of the course
You can critically review, analyze and understand the marketing environment of the sports industry and the interrelations of factors influencing sports consumption and participation in sports activities and events. You also recognize how to apply sports marketing specific knowledge to analyze the marketing operations of sports organizations and perform practical tasks to plan and implement strategic and tactical marketing operations in sport industry environment. You will understand the issues of ethical and social responsibilities and their impact on planning and implementation of sport marketing activities. Through a proactive participation and interaction with study activities in an intercultural setting you will learn to work as a team member and in group working practices together with peer students.

Content

An introduction to the 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

100% on-campus contact course.
1 x 90-minute lecture per week

Materials

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

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 %). Students must attain a compulsory attendance requirement of (80%) to pass the course.

Exam schedules

Exam will take place at the end of the course with a retake option one week after.

International connections

International guest lectures.

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 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

Assessment criteria, satisfactory (1)

Sufficient 1 
You attempt to analyze and evaluate academic and business information relevant to sport marketing. You are able to transmit to a limited extent your and your team’s ideas and findings in English.  You show some but low-level skill in participating in inter- and multicultural setting and teamwork.  You show some but narrow skills in applying existing knowledge in the field of development and utilise research and development methods.

Satisfactory 2 
You have some ability in order to analyze and evaluate academic and business information related to sport marketing. You are able to get your main message through when presenting your and your team’s ideas and findings in English. You show some skill in participating productively in inter- and multicultural setting and teamwork. 
You are able to name some concepts related to sport marketing. You show some but narrow skills in applying existing knowledge in the field of development and utilise research and development methods.

Assessment criteria, good (3)

Good 3 
You are able to evaluate relevant academic and business data and consider possible approaches and outcomes in sport marketing for sport organisations. You show analytical skills and logical thinking with justifications related to sport marketing and you discuss solutions for arising problems. You are able to create and present your and your team’s ideas and findings in English.  You know how to contribute in a productive way in inter- and multicultural setting and teamwork.  You are able to identify sport marketing concepts and address some applications related to sport business. 

Very Good 4 
You are able to analyze business data with possible outcomes related to sport marketing. 
You show analytical skills and logical thinking with justifications as well as propose well justified solutions for sport marketing challenges. You can work and communicate your and you’re your team’s ideas and findings professionally in English. You show self-critical skills in participating productively in inter- and multicultural setting and demonstrate teamwork skills.  You are able to name major sport marketing concepts and their application related to sport business.

Assessment criteria, excellent (5)

Excellent 5 
You can propose well justified sport marketing concepts and solutions on principal level. You have creative skills needed in marketing within sports. You present your and your team’s ideas in a convincing manner in English. You have assessed thoroughly your contribution in inter- and multicultural setting and possess teamworking skills.   You are able to promote sport marketing concepts and discuss their meaningful applications in the world of sport business.

Further information

Assessment 1-5

Students' learning is assessed through group work (50 %), individual assignments (20 %) and lecture exam (30 %). Students must attain a compulsory attendance requirement of (80%) to pass the course.

Exchange students 20