SPM230 Sport Marketing (Autumn 2024)

Introduction

The course provides an understanding of sport marketing from the perspectives of the various main actors in sport markets including national and international sport organizations, sport clubs, sport events, sponsors, and media. The goal is to equip students with a solid understanding of sport marketing theories and their practical applications, with a special emphasis on sponsorships, digital technologies and innovations. By the end of the course, students should be able to analyze sport markets, develop and evaluate marketing strategies, and reflect on the challenges and critical areas in sport marketing.
In addition to gaining knowledge in sport marketing, students will also develop key skills such as critical thinking, problem-solving, teamwork, and communication. Through the teaching and learning activities active participation and engagement from students is emphasized.

Learning outcomes

After participation in the course, the student should be able to 

• explain the concept of sport marketing

• analyze the roles and interactions of the different actors on sport markets

• evaluate the process and outcomes of value co-creation among the actors on sport markets

• explain the mechanisms of brand building through sport sponsorships

• reflect upon the challenges in reaching sport marketing goals

• plan and critically evaluate marketing strategies, including digital marketing, for sport marketing actors

Learning methods and activities

Key concepts and theories of sport marketing are introduced in lectures. Interactive discussions provide students with opportunities to ask questions, share their thoughts and discuss the lecture content. In small groups, students will analyze, discuss, and evaluate practical tasks or case studies.
At the end of the course, students get a larger project assigned, in which they in groups plan and critically evaluate a marketing strategy. Peer review activities are incorporated, where students will give and receive feedback on their project work.

Work requirements

• Submission of short reflections in Canvas (individual and in small groups).

• Presentations in class.

Approved work requirements are prerequisite for participation in the written exam and the final group presentation.

Assessment/exam

• Written individual school exam, 4 hour, graded A-F (50 %).

• Seminar presentation of case study (group assignment), graded A-F (50 %), and discussion of the presentation of another group’s case study (counts for 10 % of the 50 %). Presentation and discussion must be in English.

Core literature

Core literature for fall 2024.