SPORT MARKETING
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S2
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.
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.
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
