Sports Marketing

Bachelor 2020/2021

Type: Elective course (Marketing and Market Analytics)

Area of studies: Management

Delivered by: Department of Marketing

Where: Graduate School of Business

When: 4 year, 2 module

Mode of studies: distance learning

Instructors: Olga Kusraeva, Snezhana Muravskaia

Language: English

ECTS credits: 3

Contact hours: 2

Full Syllabus Ask Question

Abstract

Today, there is a demand for people skilled in Sports Marketing. Organizations want your expertise to strengthen and grow customer bases and teams want to enlarge their fan base, attract new sponsors to their sport, build strong programs with existing sponsors, and run their fan conventions and other events. In addition, a wide range of companies recognizes the value sports relationships have in positioning and building their brands. This course is aimed to give an understanding of ticket pricing, loyalty development and gain general knowledge about the specifics of marketing in sport industry.

Learning Objectives

Give an overview how companies use sports to enhance brands
Give an overview of modern marketing methods in sport
Give an overview of sponsorships role in sport marketing
Introduce all types of companies that are using sports to enhance and position their brands

Expected Learning Outcomes

Identify how companies use sports to enhance brands and what are the ramifications of the traditional 4P’s in marketing as applied to sports
Consider the value of media in connection with sports marketing
Distinguish between service and product marketing
Compare the similarities of sports marketing with other marketing in other areas
Estimate the impact of inconsistent product
Analyze event marketing, including strategy, tactics, and stakeholders
Explain how sponsorship can be effective in sports
Identify examples of how licensing and sponsorships benefit both brands and sports teams and leagues
Determine value from dynamic ticket pricing strategies
Analyze the components of sports marketing communications fields and the jobs that are available
Identify the hierarchy of a traditional press release
Draft a sports-related press release with persuasive messaging strategies
Analyze the psychographics of fan loyalty and consider the value for marketing
Evaluate loyalty programs in current sports settings for their value and effectiveness
Distinguish the sources and types of sports communication and public relations and identify their intended purpose
Identify the potential impact of the use of social media in the sports communication field

Course Contents

Sports Marketing: differences and similarities with other marketing
We will examine the difference between service and product marketing and why sports marketing has some overlap with both of these areas. We will also explore the world of event marketing.
What is sports marketing?
To start the course, we’ll provide a broad overview of the different aspects of sports marketing and will also break down the components of sports marketing as a concept.
Value: Sponsorship, Partnerships & Dynamic ticket pricing
This module will explore how to gain value in brand and sponsorship partnerships. Licensing and dynamic ticket pricing, and the potential value of both will also be touched on
Fandom and loyalty
Where would professional sports be without fandom and loyalty? We close this course we an exploration of these concepts that make up the bedrock of professional sports and sports marketing. We will also touch on the topic of sports agents and take a look at the future with a video highlighting global sports diplomacy.
Sports communication: press releases, media relations, public relations
This module will cover the primary areas of communication in sports marketing. Sports-specific trends in public relations will be highlighted, along with specific examples. This module will also include a thorough overview of how to draft an effective press release.
Sports communication: social media, crisis communication, celebrity handling
This module will continue the focus on sports communication, with a deep dive into sports-related pubic relations and crisis communication. Issues and strategies surrounding social media and celebrity handling will also come into focus.

Assessment Elements

Online test: basics of Sport marketing
Online test: Differences and similarities with other marketing
Online test: Sponsorship, Partnerships & Dynamic ticket pricing
Online test: Sport communications
Online test: Social media in sport communication
Final exam

Interim Assessment

Interim assessment (2 module)
0.4 * Final exam + 0.12 * Online test: basics of Sport marketing + 0.12 * Online test: Differences and similarities with other marketing + 0.12 * Online test: Social media in sport communication + 0.12 * Online test: Sponsorship, Partnerships & Dynamic ticket pricing + 0.12 * Online test: Sport communications

Bibliography

Recommended Core Bibliography

Advanced theory and practice in sport marketing, Schwarz, E. C., 2013
Biscaia, R., Correia, A., Rosado, A. F., Ross, S. D., & Maroco, J. (2013). Sport Sponsorship: The Relationship Between Team Loyalty, Sponsorship Awareness, Attitude Toward the Sponsor, and Purchase Intentions. Journal of Sport Management, 27(4), 288–302. https://doi.org/10.1123/jsm.27.4.288
Cornwell, T. B. (2014). Sponsorship in Marketing : Effective Communication Through Sports, Arts and Events. Hoboken: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=815073
Key concepts in sport management, Byers, T., 2012
Robinson, L. (2012). Routledge Handbook of Sport Management. Routledge.

Recommended Additional Bibliography

Collett, P., & Fenton, W. (2011). The Sponsorship Handbook : Essential Tools, Tips and Techniques for Sponsors and Sponsorship Seekers. San Francisco, CA: Jossey-Bass. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=413322
Heggde, G., & Shainesh, G. (2018). Social Media Marketing : Emerging Concepts and Applications. Singapore: Palgrave Macmillan. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1709224
Managing sport business : an introduction, , 2012

Course Syllabus