Actualités et agenda
Nos formations
Établissement
Langue d'enseignement
English
Matières
MARKETING
Responsable(s)
C.STAVROS
Intervenant(s)
- Vassilis DALAKAS, Constantino STAVROS
Présentation
Prérequis
While it is not compulsory for you to have completed any advanced units in marketing before attempting this course, it is strongly recommended that a basic knowledge of marketing principles, including but not limited to, the concepts of the marketing mix, positioning, segmentation, consumer behaviour, branding and marketing research, is necessary to extract value from undertaking this course.
Objectifs
At the end of the course, you should be able to:
- Demonstrate an international mindset (1A)
- Breakdown complex organisational problems using the appropriate methodology (3A)
- Convey powerful messages using contemporary presentation techniques (4C)
- Construct expert knowledge from cutting-edge information (5B)
- Develop marketing strategy for sporting organisations and their stakeholders, including sponsors
- Specify and analyze markets for specific sport offerings
- Prepare, communicate and justify marketing mixes for sport-based organisations
- Demonstrate a sound understanding of the similarities and differences in sport-based and non-sport-based marketing activities, including knowledge of the additional components of the sport marketing mix.
- Demonstrate an international mindset (1A)
- Breakdown complex organisational problems using the appropriate methodology (3A)
- Convey powerful messages using contemporary presentation techniques (4C)
- Construct expert knowledge from cutting-edge information (5B)
- Develop marketing strategy for sporting organisations and their stakeholders, including sponsors
- Specify and analyze markets for specific sport offerings
- Prepare, communicate and justify marketing mixes for sport-based organisations
- Demonstrate a sound understanding of the similarities and differences in sport-based and non-sport-based marketing activities, including knowledge of the additional components of the sport marketing mix.
Présentation
The course content will be relatively dynamic and fluid dependant upon topical developments and the needs and interests of class participants. However, the core contents will generally touch on the following areas:
- The Special Nature of Sport Marketing
- The Marketing Management Process in Sport
- Sport Consumer Behaviour
- The Role of Research in Sport Marketing
- Market Segmentation
- Sport Marketing MIx Strategies
- Sponsorship
- Specific Contemporary Sport Management Issues and Opportunities
- The Special Nature of Sport Marketing
- The Marketing Management Process in Sport
- Sport Consumer Behaviour
- The Role of Research in Sport Marketing
- Market Segmentation
- Sport Marketing MIx Strategies
- Sponsorship
- Specific Contemporary Sport Management Issues and Opportunities
Modalités
Organisation
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | Face to face lectures/workshops will occur during the week. You will be expected to be an active participant and attend all these sessions. | |
| Autoformation | |||
| Lecture du manuel de référence | 4,00 | You will be given directed readings which will be expected to be completed during in preparation for class discussion and learning. | |
| Travail personnel | |||
| Group Project | 12,00 | You are required to prepare a detailed and interactive presentation whilst working as part of a group. | |
| Charge de travail personnel indicative | 8,00 | ||
| Overall student workload | 40,00 | ||
Évaluation
Working in a group, you will select a sport/event or related organisation and prepare a marketing audit of its operation. This will be presented to the class in an engaging and interactive manner and feedback will be provided. You will also undertake an examination at the end of the week.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Examen (final) | |||
| Examen écrit | 2,00 | 1 | 50,00 |
| Contrôle continu | |||
| Présentation orale | 0,00 | 1 | 50,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliographie
Specific resources will be advised. You will also be directed to particular readings depending upon chosen interests and investigative areas. -
Ressources Internet
The IESEG intranet site will also be used to provide relavent information.
Please access the IESEG course website via the usual channels