MKF3200 · Sport marketing and sponsorship

Overview

The unit introduces the omnipresence of sport in Australian society, the interconnectedness of sport and business, particularly marketing, and those factors that differentiate sport marketing from mainstream marketing. The unit will draw on the rapidly expanding body of literature on sport marketing and sponsorship. You will also be introduced to the most current marketing concepts and their relevance to sport marketing and sponsorship. You will develop an appreciation of sport sponsorship as a co-marketing alliance.

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

Learning outcomes

1. discriminate between the marketing of sport properties, and the marketing through sport properties in the form of sponsorship and the implications for strategy development
2. critically assess the relevance of the contingency marketing planning framework for sport marketing
3. develop a fan profile based on level of team identification as an indication of fan loyalty
4. determine the role of sponsorship in marketing and in particular in marketing communication and branding strategy
5. critically analyse effective methods for evaluating sponsorship.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Student experience, not official rules. Nothing here changes what the Handbook says.