SPORT MARKETING

MGT1SMK

2018

Credit points: 15

Subject outline

In this subject you will examine the relationship between marketing and sport. You will learn the basic principles of marketing and how they apply to sporting organisations (professional and amateur), sport codes, players/athletes and sports events. You will explore the special nature of the sport market, including developing an understanding of the sport consumer and how non sports organisations, particularly businesses, use sport to achieve their objectives. By the end of this subject you should be able to research and write a basic marketing plan and understand how to evaluate its effectiveness.

SchoolLa Trobe Business School

Credit points15

Subject Co-ordinatorDavid Lowden

Available to Study Abroad StudentsYes

Subject year levelYear Level 1 - UG

Exchange StudentsYes

Subject particulars

Subject rules

PrerequisitesN/A

Co-requisitesN/A

Incompatible subjectsN/A

Equivalent subjectsN/A

Special conditionsN/A

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsIntroduction to Sport Marketing (2nd Edition)PrescribedSmith, A. & Stewart, B. (2015)Routledge, London

Graduate capabilities & intended learning outcomes

01. Demonstrate an understanding of the role that marketing plays in the generation of revenue for sport organisations and events

Activities:
Online Quizzes will support concepts and examples discussed in lectures and tutorials
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

02. Determine the appropriate marketing theory and apply a range of tools and creative strategies to effectively promote and market a professional sport organisation and/or event

Activities:
Sport Marketing Plan (Part I)
Related graduate capabilities and elements:
Literacies and Communication Skills (Writing)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

03. Plan and develop a marketing strategy and evaluate its effectiveness in the context of a sport organisation's strategic marketing objectives

Activities:
Sport Marketing Plan (Parts I/II)
Related graduate capabilities and elements:
Literacies and Communication Skills (Writing)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

Subject options

Select to view your study options…

Start date between: and    Key dates

Albury-Wodonga, 2018, Week 49-51, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorDavid Lowden

Class requirements

Block Mode Week: 49 - 49
Five 8.0 hours block mode per study period on weekdays during the day from week 49 to week 49 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
Sports Marketing Plan 1, (1,250 words equivalent) (Individual Project)30 02, 03
Sports Marketing Plan 2, 2000 words per student (Group project)Maximum 3 students per group40 02, 03
Three online quizzes (1,250 words equivalent)Requires extensive reading30 01

Melbourne, 2018, Semester 2, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorDavid Lowden

Class requirements

Lecture Week: 31 - 43
One 1.0 hours lecture per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Tutorial Week: 31 - 43
One 2.0 hours tutorial per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
Sports Marketing Plan 1, (1,250 words equivalent) (Individual Project)30 02, 03
Sports Marketing Plan 2, 2000 words per student (Group project)Maximum 3 students per group40 02, 03
Three online quizzes (1,250 words equivalent)Requires extensive reading30 01