Monash University Handbook 2011 Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

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:

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

Assessment

Within semester assessment: 60%
Examination (2 hours): 40%

Contact hours

OCL students are expected to undertake 10 hours of guided study time per week, including asynchronous online discussion board activities

Prerequisites

Students must have passed one of the following: MKF1120, MKW1120, MKC1120 or MCG1120 and one of MKW2402 or MKG2402 before undertaking this unit.

Prohibitions

MKX3200