Faculty of Business and Economics

Monash University

Undergraduate - Unit

This unit entry is for students who completed this unit in 2013 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

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FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedGippsland Second semester 2013 (Day)
Gippsland Second semester 2013 (Off-campus)
Coordinator(s)Dr Vaughan Reimers


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.


The learning goals associated with this unit are to:

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


Within semester assessment: 60%
Examination: 40%

Chief examiner(s)

Contact hours

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


Students must have passed MKW1120 or MKG1120 before undertaking this unit.