Entertainment & Music and Sports MarketingLaajuus (5 cr)

Objective

• To explore the various strategic options and implementations in different industries, cultures, and/or types of organizations with a specialized focus on entertainment, music and sports marketing
• To apply previous curriculum elements in a specific context
• To specialize in a specific area – develop marketing plans, business models and begin the foundations of a thesis and even possibly a career

Content

• Marketing Review
• Strategic Management Review
• General Entertainment Marketing, Management, and Operations
• A look at the different entertainments and media
• The audience as customers – also different cultures, sub-cultures, research, etc.
• The Entertainment Marketing Mix and Branding
• Integrated and Convergent Promotional Communications
• Industry Applications & Management Issues – e.g. Event Management
• The Music Industry / Marketing Music versus Performance Marketing
• Sports Marketing
• Understanding spectators as customers
• Internal / External contingencies
• Segmentations, Targeting & Positioning in sports
• The Promotional (Communications) Mix applied

Qualifications

Marketing and Foundations of Management or equivalent studies

Assessment criteria, satisfactory (1)

The student has achieved the course objectives fairly. Student will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment criteria, good (3)

The student has achieved the course objectives well, even though the knowledge and skills need improvement on some areas. Student is able to define the course concepts and models and are able to justify the analysis. The student is able to apply their knowledge in leisure, study and work situations. The student understands the importance of expertise in the field of business and is able to analyze his/her own expertise.

Assessment criteria, excellent (5)

The student has achieved the objectives of the course with excellent marks. Student masters commendably the course subject area’s concepts and models. Student is able to make justified and fluent analysis and to present concrete development measures. The student is well prepared to apply their knowledge in leisure, study and work situations. Student is able to analyze the business sector expertise and the development of his/her own expertise.

Assessment criteria, approved/failed

The student has achieved the course objectives fairly. Student will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.