Undergraduate - UnitMKP3200 - Sports marketing and sponsorship

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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Level	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Not offered in 2013

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.

Outcomes

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.