MKX5241 - Sport marketing and sponsorship

Leader: Associate Professor Francis Farrelly

Offered

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

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

The learning goals associated with this unit are to:

• discriminate between the marketing of sport properties, and the marketing through sport properties in the form of sponsorship and the implications for strategy development
• critically assess the relevance of the contingency marketing planning framework for sport marketing
• develop a fan profile based on level of team identification as an indication of fan loyalty
• determine the role of sponsorship in marketing and in particular in marketing communication and branding strategy
• critically analyse effective methods for evaluating sponsorship.

Assessment

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.

Prerequisites

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