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Unit Summary

Unit type

UG Coursework Unit

Credit points

12

AQF level

7

Level of learning

Intermediate

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.

GA1: , GA2: , GA3: , GA4: , GA5: , GA6: , GA7:
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:

  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: