Sport Marketing Online (5 ECTS)

Learning outcomes

The object of the course: Student understands the basics of modern sport marketing principles and basics of sports organizations marketing operations. Course competences: Internationality and multiculturalism competence Proactive development competence Learning to learn competence Ethics competence Business competence Learning objectives of the course: The student is able to critically review, analyze and understand the marketing environment of sports industry and the interrelations of factors influencing on sports consumption and participation to sports activities and events. Student also recognizes how to apply sports marketing specific knowledge to analyze marketing operations of sports organizations and perform practical tasks to plan and implement strategic and tactical marketing operations in sport industry environment. Student understands the issues of ethical and social responsibilities and their impact to planning and implementation of sport marketing activities. Through a proactive participation and interaction with study activities in an intercultural settings student learns to work as team member and in group working practices together with peer students.

Content

Fundamentals and specialities in sport marketing, strategic approach to planning sport marketing activities, consumer behavior of sports fans and consumption of sports products, services and events, sponsorships and strategic marketing cooperation in sport industry, basics of market research in sport, and ambush marketing practices.

Teaching methods

100% Online pedagogy. Teaching is conducted completely online with the use of online and recorded lectures, articles, assignments and a learning diary. The course will run in two week sections, containing the following topics: Introduction to sport marketing, Sport consumers and fans, Sponsorships, Sport branding, Sport market research, Use of data in sport marketing, Sport marketing planning.

Location and time

Online teaching via Moodle platform

Learning materials and recommended literature

Course books Shank, M. D. & Lyberger, M. R. (2022). Sports marketing: A strategic perspective (6th edition.). Routledge. Smith, A. & Stewart B. 2015. Introduction to Sport Marketing. 2nd ed. Routledge.

Alternative completion methods of implementation

You have the right to apply for recognition of your studies if you have prior learning (e.g. university studies completed elsewhere) that can be accredit-ed towards the degree you are currently completing. The recognition of prior learning is possible in three primary ways: accredi-tation (replacement or inclusion), recognition of informal learning and studification. More precise info: JAMK Degree Regulations, section 17.

Exam dates and retake possibilities

There is no exam in this course.

Student workload

Student workload in hours: Lectures 25 h Readings 40 h Virtual study 20 h Assignments 40 h

Content scheduling

The course is divided into 2 week tracks and the students must complete all of them in order to complete the course.

Evaluation scale

0-5