Module Details

Module Code: MKTG H2321
Module Title: Sports Marketing
Title: Sports Marketing
Module Level:: 6
Credits:: 10
Module Coordinator: Myles Kelly
Module Author:: Dorothy Keane
Domains:  
Module Description: 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 will be able to:
# Learning Outcome Description
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
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Additional Requisite Information
No Co Requisites listed
 
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
Module Content & Assessment
Assessment Breakdown%
Project50.00%
End of Module Formal Examination50.00%

Assessments

Full Time

No Continuous Assessment
Project
Assessment Type Project % of Total Mark 50
Timing Week 8 Learning Outcomes 2,3,4,5,6
Non-marked No
Assessment Description
Group project Students will produce a customer focused marketing plan for a sports related product/service based on sound market research.
No Practical
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 50
Timing End-of-Semester Learning Outcomes 1,2,3,4,5
Non-marked No
Assessment Description
Written Examination
Reassessment Requirement
Exam Board
It is at the discretion of the Examination Board as to what the qualifying criteria are.

SETU Carlow Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 6.00 6
Estimated Learner Hours Non Contact No Description Every Week 12.00 12
Total Weekly Contact Hours 6.00
 
Module Resources
Recommended Book Resources
  • David Jobber,Fiona Ellis-Chadwick. (2020), Principles and Practice of Marketing, 9th. McGraw-Hill Europe, p.1016, [ISBN: 9780077140007].
  • Fullerton, S. (2010), Sports Marketing, 2. McGraw-Hill/ Irwin, [ISBN: 978-007338111].
Supplementary Book Resources
  • John G. Beech,John Beech,Simon Chadwick. (2007), The Marketing of Sport, Pearson Education, p.555, [ISBN: 027368826X].
  • Matthew D. Shank,Mark R. Lyberger. Sports Marketing, 5th. [ISBN: 9781138015968].
Recommended Article/Paper Resources
Other Resources
Discussion Note: