MKX5241

Sport marketing and the sponsorship alliance (6 points)

(BUS)

Leader: Dr Francis Farrelly

Offered:
Caulfield Second semester 2003 (Evening)
Caulfield First semester 2004 (Flexible)
Caulfield Second semester 2004 (Evening)
Caulfield Second semester 2004 (Flexible)

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: Individual seminar report and presentation: 20% + Case study marketing plan: 30% + Participation: 10% + Examination: 40%

Contact Hours: One 3 hour seminar per week

Prerequisites: MKX9160, MKX9110, MKX9120 and MKX9261