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.

SchoolLa Trobe Business School

Credit points15

Subject Co-ordinatorDavid Lowden

Available to Study Abroad/Exchange StudentsYes

Subject year levelYear Level 1 - UG

Available as ElectiveNo

Learning ActivitiesN/A

Capstone subjectNo

Subject particulars

Subject rules

PrerequisitesN/A

Co-requisitesN/A

Incompatible subjectsN/A

Equivalent subjectsN/A

Quota Management StrategyN/A

Quota-conditions or rulesN/A

Special conditionsN/A

Minimum credit point requirementN/A

Assumed knowledgeN/A

Readings

Introduction to Sport Marketing

Resource TypePrescribed

Resource RequirementN/A

AuthorSmith, A. & Stewart, B.

Year2015

Edition/Volume2nd Edition

PublisherRoutledge, London

ISBNN/A

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

Career Ready

Career-focusedNo

Work-based learningNo

Self sourced or Uni sourcedN/A

Entire subject or partial subjectN/A

Total hours/days requiredN/A

Location of WBL activity (region)N/A

WBL addtional requirementsN/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

Subject options

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Start date between: and    Key dates

Melbourne (Bundoora), 2020, Semester 2, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorDavid Lowden

Class requirements

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

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

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*
Sports Marketing Plan 1, (1,250 words equivalent) (Individual Project)N/AN/AN/ANo30 SILO2, SILO3
Sports Marketing Plan 2, 2000 words per student (Group project) Maximum 3 students per groupN/AN/AN/ANo40 SILO2, SILO3
Three online quizzes (1,250 words equivalent) Requires extensive readingN/AN/AN/ANo30 SILO1

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

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorDavid Lowden

Class requirements

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

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

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*
Sports Marketing Plan 1, (1,250 words equivalent) (Individual Project)N/AN/AN/ANo30 SILO2, SILO3
Sports Marketing Plan 2, 2000 words per student (Group project) Maximum 3 students per groupN/AN/AN/ANo40 SILO2, SILO3
Three online quizzes (1,250 words equivalent) Requires extensive readingN/AN/AN/ANo30 SILO1