MKF5241 - Sport marketing and sponsorship - 2017

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.

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.

Within semester assessment: 60% + Examination: 40%

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

Associate Professor Srinivas Sridharan

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

MKX5241