MKP3200 - Sports marketing and sponsorship - 2017

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%

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

Dr Fiona Newton

A minimum of 6 credit points of marketing units

MKX3200 and MKG3200