Faculty of Business and Economics

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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

Undergraduate - Unit

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


Business and Economics

Organisational Unit

Department of Marketing


Mr Terry Grant



  • Second semester 2016 (Day)


The unit considers the role of sport in contemporary society and the interconnectedness of sport and business, particularly marketing. The unit draws on academic and practitioner literature to provide students with a sound understanding of how marketing concepts can be effectively applied to sport marketing and sponsorship. Students will develop an appreciation of sport sponsorship as a co-marketing alliance and be given opportunities to work collaboratively on a project to reinforce their understanding of the dynamics involved in sport marketing.


The learning goals associated with this unit are to:

  1. appreciate the various elements of sports products
  2. understand how cultural and market forces can influence the marketing strategies used in the sport industry
  3. appreciate the central role of market research and segmentation principles in understanding participants and spectators as consumers
  4. understand and employ appropriate conceptual frameworks to strategically direct sports marketing efforts
  5. demonstrate the strategic use of the sports marketing mix (especially sponsorship) across a range of sports products.


Within semester assessment: 100%

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)


A minimum of 6 credit points of marketing units


MKX3200 and MKG3200