units

MKX3200

Faculty of Business and Economics

18 September 2017 22 November 2024

print version

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.

Faculty

Business and Economics

Organisational Unit

Department of Marketing

Coordinator(s)

Mr Kevin Argus

Offered

Caulfield

  • First semester 2016 (Day)

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)

Mr Peter Wagstaff

Prerequisites

MKF1120, MKG1120, MKW1120 or MKC1200 and MKF2111, MKC2110, MKG2402 or MKW2402 or equivalent in undergraduate degree program

Prohibitions

MKG3200