Skip to content | Change text size

MKX5241 - Sport marketing and sponsorship

6 points, SCA Band 2, 0.125 EFTSL

Postgraduate Faculty of Business and Economics

Leader: Associate Professor Francis Farrelly


Caulfield First semester 2007 (Off-campus with online component)


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.


The learning goals associated with this unit are to:


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

Contact hours

3 hrs class contact or equivalent per week.


Students enrolled in course code 3802 have no prerequisites. All other students must pass MKX9160 or MBA9006.