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
|
SETU Carlow Campus reserves the right to alter the nature and timings of assessment
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 |
---|
-
IT Carlow has an extensive range of
online resources that should be accessed
when students are completing their
projects.,
|
Other Resources |
---|
-
International Journal of Sports
Marketing and Sponsorship.
-
Sports Marketing Quarterly.
-
Journal of Marketing.
-
Website,
-
Website,
-
Website,
-
Website,
-
Website,
|