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Sport marketing and the sponsorship alliance (6 points)


Leader: Dr Francis Farrelly

Caulfield Second semester 2003 (Day)
Peninsula First semester 2004 (Day)
Caulfield Second semester 2004 (Day)

Synopsis: The unit introduces the omnipresence of sport in Australian society, the interconnectedness of sport and business, particularly marketing, and those factors that differentiate sport marketing from mainstream marketing. The unit will draw on the rapidly expanding body of literature on sport marketing and sponsorship. Students will also be introduced to the most current marketing concepts and their relevance to sport marketing and sponsorship. Students will develop an appreciation of sport sponsorship as a co-marketing alliance.

Assessment: Seminar presentation and report (3000 words): 30% + Case study marketing plan (3000 words): 30% + Examination (2 hours): 40%

Contact Hours: 2 hour lecture and 1 hour tutorial per week

Prerequisites: MKF2111

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