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Unit of Study MKT00320 - Sport Marketing (2014)

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Unit Snapshot

  • Enrolment information

    N/A

Unit description

Introduces students to the basic concepts and functions of marketing as they relate to the sporting environment. Students will be exposed to a range of strategies that can help sport organisations to be more successful in this highly competitive market place. The unit also develops sports sponsorship as a viable marketing tool.

Unit content

Topic 1: Sport marketing: An overview

Topic 2: Sport promotion

Topic 3: The sport product

Topic 4: Pricing strategies in sport

Topic 5: The role of research in sport marketing

Topic 6: The market research process

Topic 7: Developing a marketing plan

Topic 8: Target marketing strategies

Topic 9: Sport consumer behaviour

Topic 10: Sport sponsorship

Topic 11: Developing a sponsorship proposal

Topic 12: Pricing the sponsorship proposal

Availabilities

Location Domestic International
Gold Coast Session 2 Session 2
Lismore Session 2 Session 2
Online Session 2 N/A

Learning outcomes and graduate attributes

Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.

On completion of this unit, students should be able to:

GA1: Intellectual rigour, GA2: Creativity, GA3: Ethical practice, GA4: Knowledge of a discipline, GA5: Lifelong learning, GA6: Communication and social skills, GA7: Cultural competence
Learning outcome count Learning outcome description GA1 GA2 GA3 GA4 GA5 GA6 GA7
1 Describe and identify the information sources for effective marketing decision-making.
2 Identify the steps necessary to undertake sport and fitness industry market research.
3 Develop and evaluate marketing plans for selected sport and fitness organisations.
4 Have an appreciation for the role played by sponsorship in the sport industry and the development of sponsorship proposals.
5 Work effectively within a “team” environment in the development of sector specific marketing strategies.

On completion of this unit, students should be able to:

  1. Describe and identify the information sources for effective marketing decision-making.
    • GA1:
    • GA5:
    • GA6:
  2. Identify the steps necessary to undertake sport and fitness industry market research.
    • GA1:
  3. Develop and evaluate marketing plans for selected sport and fitness organisations.
    • GA1:
    • GA5:
    • GA6:
  4. Have an appreciation for the role played by sponsorship in the sport industry and the development of sponsorship proposals.
    • GA6:
  5. Work effectively within a “team” environment in the development of sector specific marketing strategies.
    • GA1:
    • GA5:
    • GA6:

Prescribed learning resources

Prescribed Texts
  • No prescribed texts.

Prescribed Learning Resources may change in future Teaching Periods.