Undergraduate - UnitMKG3210 - Marketing sports events

This unit entry is for students who completed this unit in 2014 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

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

Level	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Gippsland Second semester 2014 (Off-campus)
Coordinator(s)	Dr Vaughan Reimers

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.

Outcomes

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: 60%
Examination: 40%

Chief examiner(s)

Dr Vaughan Reimers

Workload requirements

Minimum total expected workload equals 144 hours per semester

Prerequisites

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

Prohibitions

MKW3210