MANAGING THE SPORT BRAND

MGT5MSB

2018

Credit points: 15

Subject outline

This subject aims to develop leaders in sport through introducing students to strategic issues in examining and discussing the role that marketing, specifically branding, sponsorship and promotion, plays in the generation of revenue for sport organisations and events; identifying and selecting strategic partners to develop, promote and strengthen the sport organisation's brand; assessing the appropriateness and evaluating the success of common promotional strategies for sport products and events; developing strategies for cultivating and managing relationships with key brand partners, and applying branding, sponsorship and promotional theory to the sport industry.



SchoolLa Trobe Business School

Credit points15

Subject Co-ordinatorDavid Lowden

Available to Study Abroad StudentsNo

Subject year levelYear Level 5 - Masters

Exchange StudentsNo

Subject particulars

Subject rules

Prerequisites Only available to students enrolled in LCSM or LGSM or LMMSM, or with approval from the LMMSM Course Coordinator.

Co-requisitesN/A

Incompatible subjectsN/A

Equivalent subjectsN/A

Special conditions This subject is only available to students enrolled in the sport management postgraduate programs LCSM or LGSM or LMMSM. Students outside of these programs may request enrolment via the Masters of Management (Sport Management) Course Coordinator, applications will be considered on merit.

Graduate capabilities & intended learning outcomes

01. Apply branding, sponsorship and promotional theory to the sport industry

Activities:
The sport specialisation of the course will be delivered using the case method made famous by the Harvard Business School. By using the case method of teaching as the foundation, the course will make the links between theory and practice explicit. This subject will be delivered using blended technology and block mode intensive, with engagement with the student's workplace within the sport industry.

02. Assess the appropriateness and evaluate the success of common promotional strategies for sport products and events

Activities:
The sport specialisation of the course will be delivered using the case method made famous by the Harvard Business School. By using the case method of teaching as the foundation, the course will make the links between theory and practice explicit. This subject will be delivered using blended technology and block mode intensive, with engagement with the student's workplace within the sport industry.

03. Develop strategies for cultivating and managing relationships with key brand partners

Activities:
The sport specialisation of the course will be delivered using the case method made famous by the Harvard Business School. By using the case method of teaching as the foundation, the course will make the links between theory and practice explicit. This subject will be delivered using blended technology and block mode intensive, with engagement with the student's workplace within the sport industry.

04. Examine and discuss the role that marketing, specifically branding, sponsorship and promotion, plays in the generation of revenue for sport organisations and events

Activities:
The sport specialisation of the course will be delivered using the case method made famous by the Harvard Business School. By using the case method of teaching as the foundation, the course will make the links between theory and practice explicit. This subject will be delivered using blended technology and block mode intensive, with engagement with the student's workplace within the sport industry.

05. Identify and select strategic partners to develop, promote and strengthen the sport organisation's brand

Activities:
The sport specialisation of the course will be delivered using the case method made famous by the Harvard Business School. By using the case method of teaching as the foundation, the course will make the links between theory and practice explicit. This subject will be delivered using blended technology and block mode intensive, with engagement with the student's workplace within the sport industry.

Subject options

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Start date between: and    Key dates

City Campus, 2018, Week 28-31, Day

Overview

Online enrolmentYes

Maximum enrolment size45

Enrolment information Resources for one class in city Available only to PG Sport Management students

Subject Instance Co-ordinatorDavid Lowden

Class requirements

Seminar Week: 28 - 29
Four 8.0 hours seminar per study period on weekdays during the day from week 28 to week 29 and delivered via face-to-face.
"This subject will be delivered in blended mode of delivery, including intensive blocks, to be scheduled on the Thursday and Friday for the two weeks"

Assessments

Assessment elementComments% ILO*
Case Study exercises - 4 x 1000 word individual case study exercises.60 01, 02, 03, 04, 05
Sport Brand Strategy - 2500 word individual assignment.40 02, 03, 04, 05