Module Title:Sports Marketing
Language of Instruction:English
Credits: 10
NFQ Level:6
Module Delivered In 4 programme(s)
Teaching & Learning Strategies: Learners will be exposed to theory and practice of sports marketing through exposure to and study of academic materials (texts, journals etc.) and industry practice materials (case studies, live case examples, industry reports etc.). Classes will be tutorial in nature where learners will be expected to actively engage with module materials (online & offline), problem solving exercises and participate in class discussion and debate. Learners will be encouraged to self-reflect.
Module Aim: The aim of this module is to provide the learner with an understanding of the principles and practice of Marketing with particular emphasis on the role of Marketing in the Sports Industry. Learners should be able to identify and develop customer focused solutions to marketing problems.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Select and apply marketing principles
LO2 Assess the Marketing Environment of a sports organisation
LO3 Utilise market research to underpin marketing solutions
LO4 Plan and present a customer focused Marketing Plan for a sports product/service/club
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.

No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed.
No requirements listed

Module Content & Assessment

Indicative Content
Introduction to Sports Marketing
The nature of marketing; Role of marketing in a sports organisation; Marketing in a digital environment; Ethical issues in marketing
The Marketing Environment
Market Analysis - macro and micro environment, Porters 5 Competitive Forces model; SWOT analysis
Understanding Sports Consumers
Buyer Behaviour- understanding the decision making process and influences. The impact of the digital environment of buyer behaviour. Sports customers - Participants as consumers, Spectators as consumers Sport organisation buying behaviour
Target Marketing and Positioning
Segmentation, targeting and positioning/repositioning
Market Research and Information Systems
The Marketing Information System; Consumer Insights The Marketing Research Process for understanding sports consumers and markets
The Marketing Mix -Product
Classification of products; Branding; New Product Development process, developing and extending sports brands; Product Life Cycle; Managing Sports Products and Services
The Marketing Mix - Price
Sports pricing strategies
The Marketing Mix - Place
Distributions channels and sports logistics; Sports goods retailing
The Marketing Mix Promotion
The Sports Integrated Marketing Communications mix - Advertising; Sales Promotion; ;Public Relations in Sport; Sponsorship, brand ambassadors, endorsements and naming rights; Personal Selling; Direct Marketing, database and digital marketing in sport
Strategic Marketing and the Marketing Plan
The Marketing Plan
Assessment Breakdown%
Continuous Assessment20.00%
End of Module Formal Examination50.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Examination Class Examination 1,2 20.00 Sem 1 End
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Group project Students will produce a customer focused marketing plan for a sports related product/service based on sound market research. 1,2,3,4 30.00 Sem 2 End
No Practical
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam Written Examination 1,2,3,4 50.00 End-of-Semester

ITCarlow reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Frequency Average Weekly Learner Workload
Lecture 30 Weeks per Stage 2.00
Practicals 30 Weeks per Stage 1.00
Estimated Learner Hours 30 Weeks per Stage 3.67
Total Hours 200.00

Module Delivered In

Programme Code Programme Semester Delivery
CW_BBGAA_D BA in Sport Coaching & Business Management (GAA) 2 Mandatory
CW_BBRUG_D BA in Sport Coaching & Business Management (Rugby) 2 Mandatory
CW_BBSOC_D BA in Sport Coaching & Business Management (Soccer) 2 Mandatory
CW_BBSMC_B Bachelor of Arts (Honours) in Sport Management and Coaching 2 Mandatory