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.
School: La Trobe Business School
Credit points: 15
Subject Co-ordinator: Emma Sherry
Available to Study Abroad Students: Yes
Subject year level: Year Level 5 - Masters
Exchange Students: Yes
Subject particulars
Subject rules
Prerequisites: Students must be enrolled in LCSM or LGSM or LMMSM
Co-requisites: N/A
Incompatible subjects: N/A
Equivalent subjects: N/A
Special conditions: N/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.
City Campus, 2015, Week 41-44, Day
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Emma Sherry
Class requirements
SeminarWeek: 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 element | Comments | % | ILO* |
|---|---|---|---|
| Case Study exercises | 60 | 01, 02, 03, 04, 05 | |
| Sport Brand Strategy | 40 | 02, 03, 04, 05 |