MANAGING THE SPORT BRAND
Credit points: 15
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
Subject Co-ordinatorDavid Lowden
Available to Study Abroad/Exchange StudentsNo
Subject year levelYear Level 5 - Masters
Available as ElectiveNo
Learning ActivitiesThe 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.
Prerequisites Only available to students enrolled in LCSM or LGSM or LMMSM, or with approval from the LMMSM Course Coordinator
Quota Management StrategyEnrolment accepted until quota reached
Quota-conditions or rulesAvailable only to Master of Management (Sport Management) students [included nested degree programs]
Minimum credit point requirementN/A
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
Intended Learning Outcomes
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City Campus, 2021, Week 28-31, Day
Maximum enrolment size45
Subject Instance Co-ordinatorDavid Lowden
SeminarWeek: 28 - 29
Four 8.00 hours seminar per study period on weekdays during the day from week 28 to week 29 and delivered via face-to-face.
This subject will be delivered in blended mode of delivery, including intensive blocks, to be scheduled on the Thursday and Friday for the two weeks
Case Study exercises - 4 x 1000 word individual case study exercises.
|Assignment||Individual||No||60||SILO1, SILO2, SILO3, SILO4, SILO5|
Sport Brand Strategy - 2500 word individual assignment.
|Other||Individual||No||40||SILO2, SILO3, SILO4, SILO5|