SPORT MARKETING

MGT1SMK

2020

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.

School: La Trobe Business School (Pre 2022)

Credit points: 15

Subject Co-ordinator: David Lowden

Available to Study Abroad/Exchange Students: Yes

Subject year level: Year Level 1 - UG

Exchange Students: No

Available as Elective: No

Learning Activities: N/A

Capstone subject: No

Subject particulars

Subject rules

Prerequisites: N/A

Co-requisites: N/A

Incompatible subjects: N/A

Equivalent subjects: N/A

Quota Management Strategy: N/A

Quota-conditions or rules: N/A

Special conditions: N/A

Minimum credit point requirement: N/A

Assumed knowledge: N/A

Learning resources

Introduction to Sport Marketing

Resource Type: Book

Resource Requirement: Prescribed

Author: Smith, A. & Stewart, B.

Year: 2015

Edition/Volume: 2nd Edition

Publisher: Routledge, London

ISBN: N/A

Chapter/article title: N/A

Chapter/issue: N/A

URL: N/A

Other description: N/A

Source location: N/A

Career Ready

Career-focused: No

Work-based learning: No

Self sourced or Uni sourced: N/A

Entire subject or partial subject: N/A

Total hours/days required: N/A

Location of WBL activity (region): N/A

WBL addtional requirements: N/A

Graduate capabilities & intended learning outcomes

Graduate Capabilities

COMMUNICATION - Communicating and Influencing

INQUIRY AND ANALYSIS - Creativity and Innovation

INQUIRY AND ANALYSIS - Critical Thinking and Problem Solving

INQUIRY AND ANALYSIS - Research and Evidence-Based Inquiry

Intended Learning Outcomes

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

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

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

Melbourne (Bundoora), 2020, Semester 2, Day

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: David Lowden

Class requirements

LectureWeek: 31 - 43
One 1.00 hour lecture per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

TutorialWeek: 31 - 43
One 2.00 hours tutorial per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment element	Comments	Category	Contribution	Hurdle	%	ILO*
Sports Marketing Plan 1, (1,250 words equivalent) (Individual Project)	N/A	N/A	N/A	No	30	SILO2, SILO3
Sports Marketing Plan 2, 2000 words per student (Group project)Maximum 3 students per group	N/A	N/A	N/A	No	40	SILO2, SILO3
Three online quizzes (1,250 words equivalent)Requires extensive reading	N/A	N/A	N/A	No	30	SILO1

Carlton (Carlton College Sport), 2020, Semester 2, Day