units

MKF5241

Faculty of Business and Economics

18 September 2017 17 April 2024

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This unit entry is for students who completed this unit in 2016 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.

Monash University

6 points, SCA Band 3, 0.125 EFTSL

Postgraduate - Unit

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

Faculty

Business and Economics

Organisational Unit

Department of Marketing

Coordinator(s)

Mr Kevin Argus

Offered

Not offered in 2016

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:

  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: 40%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)

Associate Professor Srinivas Sridharan

Prerequisites

Students must have passed one of the following before undertaking this unit: MBA9006, MBA5906, MKX5461, MKF5461, MKX9160, MKF5916, MKX5955 or MKX9550.

Prohibitions

MKX5241