MKX5241

Sport marketing and sponsorship ( 6 points, SCA Band 2, 0.125 EFTSL)

Leader: Associate Professor Francis Farrelly

Offered:
Caulfield Second semester 2005 (Evening)

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.

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 (Master of Marketing, Stream B) have no prerequisites. All other students must pass MKX9160 or MBA9006.