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 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
Describe the concept of Marketing in the Sports Industry
LO2
Assess the Marketing Environment of a sports organisation
LO3
Select and apply marketing principles
LO4
Utilise market research to underpin marketing solutions
LO5
Describe and apply the Marketing Mix
LO6
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
Requirements
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
Sports Marketing Defined;
The role of marketing in a sports organisation;
Marketing in a digital environment;
Ethical issues in marketing
The Marketing Environment
Sports Market Analysis - An examination of global and local trends in sports marketing
Understanding Sports Consumers
Sports customers; Spectator, participant and sponsor. Understanding the customer decision making process and influences. .
Target Marketing and Positioning
Segmentation, targeting and positioning/repositioning
Market Research
Market research techniques used in sport marketing
The Marketing Mix
Marketing Mix Strategy - Managing sport brands. Pricing the sports offering. Distributions channels and sports logistics. Promotion - the integrated marketing communications mix. Sports marketing in a digital era. The fundamentals of sports sponsorship. Sponsorship and Sponsorship activation.
The Marketing Plan
The Marketing Plan
Assessment Breakdown
%
Project
50.00%
End of Module Formal Examination
50.00%
No Continuous Assessment
Project
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.
2,3,4,5,6
50.00
Week 8
No Practical
End of Module Formal Examination
Assessment Type
Assessment Description
Outcome addressed
% of total
Assessment Date
Formal Exam
Written Examination
1,2,3,4,5
50.00
End-of-Semester
SETU Carlow Campus reserves the right to alter the nature and timings of assessment