Sport Marketing (5 cr)

Evaluation scale

0-5

Content scheduling

1. lähiopetusjakso 18.9.2020
Verkko- ja etäopinnot 19.9.-21.10.2020
2. lähiopetusjakso 22.10.2020

Objective

Critical and Analytical Understanding
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.

Applied Business Skills
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.

Communication Skills
Communicate responsibly, diversely and professionally (in English), and contribute actively to the interaction and discussions with other students during learning sessions.

Collaborative Skills
Proactive participation to and interaction with study activities in an intercultural settings and in group working practices together with peer students.

Ethical, Sustainable and Responsible Conduct
Understand issues of ESR and their impact to planning and implementation of sport marketing activities.

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

Liikuntaliiketoiminnan ekosysteemin muutokset. 2014. TEM raportteja 20/2014:
https://tem.fi/documents/1410877/2871099/Liikuntaliiketoiminnan+ekosysteemin+muutokset+03072014.pdf

No johan nyt on urheilumarkkinat! 2020. Podcast urheilun markkinoinnista korona kriisin keskellä: https://www.supla.fi/audio/3589193

Smith & Stewart. 2015. Introduction to sport marketing.

Teaching methods

Opintojakso koostuu kahdesta lähiopetusjaksosta, jotka sijoittuvat opintojakson alkuun ja loppuun. Lähiopetusjaksojen välillä opiskelija suorittaa opintoja virtuaalisina etäopintoina hyödyntäen koulun virtuaalioppimisympäristöä.

Lähiopetusjaksoilla sovelletaan flipped-learning menetelmää. Lähiopetusjaksoihin valmistaudutaan ennakkomateriaalin pohjalta, joka toimii valmentavana ja johdattelevana aineistona lähiopetusjakson aiheisiin. Lähiopetusjaksojen välisen ajana opiskelija tekee opintoja virtuaalisesti verkko-oppimisympäristössä.

Opintojakson aikana opiskelija valmistelee urheilun ja liikunnan markkinaympäristöön soveltuvan henkilökohtaisen markkina-analyysin sekä valmistelee sen pohjalta tiivistetyn markkinointisunnitelman urheilu-, liikunta- tai hyvinvointipalvelulle, tuotteelle tai tapahtumalle. Lisäksi opintojakson suorituksiin sisältyy verkkotentti. Opiskelijan oppimista arvoidaan yksilötehtävän (50 %) sekä verkkotentin (50 %) kautta. Lisäksi opiskelija tekee itsearvioinnin opintojakson alussa ja lopussa.

Employer connections

Henkilökohtainen yksilötehtävä pyritään sitomaan urheilun ja liikunnan markkinoinnin kehittämiseen opiskelijan oman työyhteisön tai opiskelijan oman toimeksiannon kautta.

Exam schedules

Verkkotentti toisen lähiopetusjakson yhteydessä 22.10. mennessä.
Tentin voi uusia enintään kaksi kertaa kuukauden sisällä ensimmäisestä tenttiajankohdasta.

Student workload

Yksi opintopiste vastaa noin 27 tuntia opiskelijan työtä. Opintojakson kokonaiskuormittavuus on yhteensä noin 135 tuntia (5 opintopistettä).

Opiskelijan kuormittavuus opintojaksolla jakautuu seuraavasti:
Lähiopetusjaksot (mukaan lukien ennakkovalmistautuminen) 40 tuntia
Itsenäinen virtuaaliopiskelu 40 tuntia
Yksilötehtävä sekä tentti 55 tuntia

Assessment criteria, satisfactory (1)

Adequate 1
You show 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.
You show narrow skills in analyzing the challenges and opportunities to practice strategic and tactical marketing in sports organizations.
You are able to transmit to a limited extent your and your team’s ideas and findings in English and you scarcely contribute to the general discussions inside the study group.
You show low-level activity and limited skills in participating productively to intercultural learning sessions and teamwork activities.
You are able to identify and assess very basic ESR-related issues and discuss superficially their role and significance related to planning and implementation of sport marketing operations.

Satisfactory 2
You show 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.
You show moderate skills in analyzing the challenges and opportunities to practice strategic and tactical marketing in sports organizations.
You are able to get your main message through when presenting your and your team’s ideas and findings in English but improvement would be needed.
You show moderate activity and skills in participating productively to intercultural learning sessions and teamwork activities.
You are able to identify and assess some ESR-related issues and somewhat meaningfully discuss their role and significance related to planning and implementation of sport marketing operations.

Assessment criteria, good (3)

Good 3
You show 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, and try to actively utilize information in presenting conclusions.
You show average skills in analyzing the challenges and opportunities to practice strategic and tactical marketing in sports organizations.
You are able to present your and your team’s ideas, findings and conclusions in a clear manner in English.
You show proactive activity and sufficient skills in participating productively to intercultural learning sessions and teamwork activities.
You are able to recognize and assess ESR-related issues quite comprehensively and meaningfully discuss their role and significance related to planning and implementation of sport marketing operations.

Very Good 4
You show 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.
You show 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.
You are good at presenting your and your team’s ideas, findings and conclusions using good level of English and can share and communicate your justified views with peers.
You are able to show high level of activity, commitment and comprehensive set of skills in participating productively to intercultural learning sessions and teamwork activities.
You are able to recognize, describe and assess ESR-related issues comprehensively and meaningfully contribute to the discussion of their role and significance related to planning and implementation of sport marketing operations.

Assessment criteria, excellent (5)

Excellent 5
You show 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.
You show 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.
You are fluent and logical at presenting your and your 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.
You are able to show excellent contribution, commitment and comprehensive activity and skills in participating productively to intercultural learning sessions and teamwork activities.
You recognize, describe and assess multiple ESR-related issues profoundly and justify your views in a meaningful way to contribute to the discussion of their role and significance related to planning and implementation of sport marketing operations.