Monash University Handbook 2010 Undergraduate - Unit

Synopsis

This unit provides strategic insight into the specific field of sports event marketing. The unit begins by detailing the commercial and social role of sports events. In order to successfully fulfill these roles, an event manager must strive to satisfy their markets' needs, and so the unit explores the specific methods used to understand these needs. Having determined the needs of their customers, the event organiser then sets about satisfying them using the sports marketing mix. And because the way in which this mix is applied is influenced by external factors, the unit concludes by examining the market forces shaping the future of sports event marketing.

Objectives

The learning goals associated with this unit are to:

• understand the commercial and social nature of sport events;
• explain how event managers go about understanding the needs of their markets;
• describe and apply the sports marketing mix;
• identify and describe the trends relating to the globalisation of sport and their impact on the future of sports event marketing.

Assessment

Within semester assessment: 50%
Examination (2 hours): 50%

Chief examiner(s)

Vaughan Reimers

Contact hours

Three hours per week, comprising a two hour lecture and a one hour tutorial.

Prerequisites

MKW1120