mgt5msb sport brand
MANAGING THE SPORT BRAND
MGT5MSB
2016
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 StudentsNo
Subject year levelYear Level 5 - Masters
Exchange StudentsNo
Subject particulars
Subject rules
Prerequisites 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.
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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City Campus, 2016, Week 30-31, Day
Overview
Online enrolmentYes
Maximum enrolment size35
Enrolment information As requested As requested
Subject Instance Co-ordinatorEmma Sherry
Class requirements
SeminarWeek: 30 - 31
Four 8.0 hours seminar per study period on weekdays during the day from week 30 to week 31 and delivered via blended.
"This subject will be delivered in blended mode of delivery, including intensive blocks, to be scheduled on the Thursday and Friday 9am - 5pm for the two weeks. Dates for 2016 are 21/22 July & 28/29 July"
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| Case Study exercises | 40 | 01, 02, 03, 04, 05 | |
| Sport Brand Strategy | 60 | 02, 03, 04, 05 |