MKX5241

Sport marketing and the sponsorship alliance (6 points)

(BUS)

Leader: Dr Francis Farrelly

Offered:
Caulfield First semester 2004 (Flexible)
Caulfield Second semester 2004 (Evening)
Caulfield Second semester 2004 (Flexible)
Caulfield First semester 2005 (OCL-ONLINE)
Caulfield Second semester 2005 (Evening)
Caulfield Second semester 2005 (OCL-ONLINE)

Synopsis:

Objectives: UNIT OBJECTIVES: 1. Understand the unique features of sport marketing 2. Critique the sport marketing literature alongside mainstream marketing literature 3. Demonstrate a sound knowledge and sport marketing planning and strategy development 4. Understand the important role of sport sponsorship in sport marketing 5. Understand the nature of the sport sponsorship alliance 6. Demonstrate a sound knowledge of sport sponsorship planning and strategy development

Assessment: Individual seminar report and presentation: 20% + Case analysis and discussion: 40% + Examination (2 hours): 40%

Contact Hours: 3 Hours class contact or equivalent per week.

Prerequisites: Students enrolled in course code 3802 (M.Mktg Stream B) have no prerequisites. All other students must pass MKF9120, MKX9160, MKX9110, and MKX9261