MANAGING THE SPORT BRAND

MGT5MSB

2020

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-ordinatorDavid Lowden

Available to Study Abroad/Exchange StudentsNo

Subject year levelYear Level 5 - Masters

Available as ElectiveNo

Learning ActivitiesN/A

Capstone subjectNo

Subject particulars

Subject rules

Prerequisites Only available to students enrolled in LCSM or LGSM or LMMSM, or with approval from the LMMSM Course Coordinator

Co-requisitesN/A

Incompatible subjectsN/A

Equivalent subjectsN/A

Quota Management StrategyEnrolment accepted until quota reached

Quota-conditions or rulesAvailable only to Master of Management (Sport Management) students [included nested degree programs]

Special conditionsN/A

Minimum credit point requirementN/A

Assumed knowledgeN/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

Intended Learning Outcomes

01. Apply branding, sponsorship and promotional theory to the sport industry
02. Assess the appropriateness and evaluate the success of common promotional strategies for sport products and events
03. Develop strategies for cultivating and managing relationships with key brand partners
04. Examine and discuss the role that marketing, specifically branding, sponsorship and promotion, plays in the generation of revenue for sport organisations and events
05. Identify and select strategic partners to develop, promote and strengthen the sport organisation's brand

Subject options

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Start date between: and    Key dates

City Campus, 2020, Week 28-31, Day

Overview

Online enrolmentYes

Maximum enrolment size45

Subject Instance Co-ordinatorDavid Lowden

Class requirements

Seminar Week: 28 - 29
Four 8.00 h 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"

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*
Case Study exercises - 4 x 1000 word individual case study exercises.N/AN/AN/ANo60 SILO1, SILO2, SILO3, SILO4, SILO5
Sport Brand Strategy - 2500 word individual assignment.N/AN/AN/ANo40 SILO2, SILO3, SILO4, SILO5