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Unit Summary
Unit type
UG Coursework Unit
Credit points
12
AQF level
Level of learning
Intermediate
Former School/College
Unit aim
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
Learning outcomes
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 | 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:
-
Describe and identify the information sources for effective marketing decision-making.
- GA1:
- GA5:
- GA6:
-
Identify the steps necessary to undertake sport and fitness industry market research.
- GA1:
-
Develop and evaluate marketing plans for selected sport and fitness organisations.
- GA1:
- GA5:
- GA6:
-
Have an appreciation for the role played by sponsorship in the sport industry and the development of sponsorship proposals.
- GA6:
-
Work effectively within a “team” environment in the development of sector specific marketing strategies.
- GA1:
- GA5:
- GA6:
Prescribed texts
- No prescribed texts.