MANAGING THE SPORT BRAND

MGT5MSB

2015

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-ordinatorEmma Sherry

Available to Study Abroad StudentsYes

Subject year levelYear Level 5 - Masters

Exchange StudentsYes

Subject particulars

Subject rules

Prerequisites Students must be enrolled in LCSM or LGSM or LMMSM

Co-requisitesN/A

Incompatible subjectsN/A

Equivalent subjectsN/A

Special conditionsN/A

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, 2015, Week 41-44, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorEmma Sherry

Class requirements

Seminar Week: 42 - 43
Four 8.0 hours seminar per study period on any day including weekend during the day from week 42 to week 43 and delivered via blended.
"This subject will be delivered inblended mode of delivery, including intensive blocks, such as a week, two days either side of a weekend (total 4 days) or two consecutive weekends."

Assessments

Assessment elementComments% ILO*
Case Study exercises60 01, 02, 03, 04, 05
Sport Brand Strategy40 02, 03, 04, 05