Module Details

Module Code: SPRT8001
Title: Sports Marketing
Long Title: Sports Marketing
NFQ Level: Advanced
Valid From: Semester 1 - 2016/17 ( September 2016 )
Duration: 1 Semester
Credits: 5
Field of Study: 8130 - Sports and Recreation
Module Delivered in: 5 programme(s)
Module Description: This module examines the theories, fundamentals and practical applications of sports marketing. It provides the student with an overview of the sports industry, sports management and sports marketing.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Critically assess the evolution of the Sports industry and the factors that make sports marketing a unique enterprise.
LO2 Critique the market forces that create the need for enlightened marketing strategies in the sports industry.
LO3 Describe and explain the different types of customers in the sports market.
LO4 Illustrate how effective marketing strategies can be developed for the sports industry.
LO5 Apply appropriate judgement in the effective selection and application of marketing strategies to real life sports scenarios.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
The special nature of sport marketing
Sport marketing defined. The evolution of the sports industry. The uniqueness of sport marketing. An examination of global trends in sports marketing. Marketing myopia in sport. A marketing model for the sports industry.
Customers in the Sports Market
Sports customers; Spectator, participant and sponsor. Factors that shape their involvement and commitment to sport. The decision process for sport consumers. The roles of customer relationship management and database marketing information systems. Internal and external data sources and their uses in Sports Marketing. Outsourcing sports marketing.
Strategic Marketing Management and Sports
Types of market research techniques used in sport marketing. Segmentation, targeting and positioning in the sport business. Managing sport brands. Pricing the sports offering. Promotion, sales and public relations. Sports marketing in a digital era. The fundamentals of sports sponsorship. Sponsorship selling, leverage and activation. Sponsorship ecosystem. Ambush Marketing.
The theory of place
The theory of place and the importance of the venue and facility in sport marketing. Extending the boundaries of the stadium
Future trends
Future trends in sports and sport marketing. Ethics and sports marketing.
Module Content & Assessment
Assessment Breakdown%
Coursework50.00%
End of Module Formal Examination50.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 50
Timing Week 8 Learning Outcomes 1,2,3
Assessment Description
Analysis of a "live" sports marketing case
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 50
Timing End-of-Semester Learning Outcomes 2,3,4,5
Assessment Description
End of semester Final Examination
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based lecture Every Week 3.00 3
Independent & Directed Learning (Non-contact) Non Contact Independent Study Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based lecture Every Week 3.00 3
Independent & Directed Learning (Non-contact) Non Contact Independent study Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
 
Module Resources
Recommended Book Resources
  • Richard L Irwin, William A. Sutton, Larry McCarthy. (2008), Sport Promotion and Sales Management, 2nd. Human Kinetics, [ISBN: 9780736064774].
  • Matthew Shank and Mark Lyberger. (2014), Sports Marketing: A Strategic Perspective, 5th. [ISBN: 9751138015961].
  • Bernard Mullin, Stephen Hardy, William Sutton. (2007), Sport Marketing, 3rd. Human Kinetics, [ISBN: ISBN 9780736060523].
  • Patrick Bouchet, Dieter Hillairet and Guillaume Bodet. (2013), Sport brands, New York; Routledge, p.x, 197 :, [ISBN: 9780415532845].
Supplementary Book Resources
  • Brenda G. Pitts, David K. Stotlar. (2002), Fundamentals of Sport Marketing, 2nd. sport management library.
  • Brenda G. Pitts (Editor). Case Studies in Sport Marketing, Fitness Information Technology, p.182, [ISBN: 978-1885693136].
  • David K. Stotlar. (2001), Developing successful sport marketing plans, Fitness Information Technology, Morgantown, WV, [ISBN: 978-1885693242].
  • David K. Stotlar. (2005), Developing successful sport sponsorship plans, 2nd. Fitness Information Technology, Morgantown, WV, [ISBN: 978-1885693563].
  • Allan Hall, Patrick Moynahan, William Nichols, Janis Taylor. Media Relations in Sport, Fitness Information Technology, p.360, [ISBN: 978-1885693228].
  • David Skillbery and Hans Westerbeek. (2014), Strategic Sport Marketing Vol 4, [ISBN: 9781743314777].
Supplementary Article/Paper Resources
  • International Journal of Sport Management.
  • European Sport Management Quarterly.
  • Sport Marketing Quarterly`, Journal.
  • Journal of Sport Management, Journal.
  • Cyber journal of Sport Marketing, Journal.
  • Journal of Sponsorship.
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BBUSS_8 Bachelor of Business (Honours) 2 Elective
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 8 Elective
CR_BSPRT_8 Bachelor of Business (Honours) in Sport & Exercise Management 8 Mandatory
CR_BSPTE_8 Bachelor of Business (Honours) in Sport and Exercise 2 Mandatory
CR_BCSSP_8 Bachelor of Science (Honours) in Coaching Science and Sports Pedagogy 8 Elective