Sports Marketing

Code:

GD56

Acronym:

GD56

Keywords
Classification	Keyword
CNAEF	Social and Behavioral Sciences

Instance: 2016/2017 - 2S

Active?	Yes
Course/CS Responsible:	2nd Cycle in Sports Management

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
2CGD	27	Official Plan	1	-	6	40	162

Teaching language

Suitable for English-speaking students

Objectives

At the end of the course unit the student is expected to be able to:

1. Understand and analyze the role of marketing within the specificity of sports services and products;
2. Apply Sports Marketing solutions to concrete situations of sports phenomenon;
3. Collect, select, interpret and present relevant information of possible solutions to proposed problems.

4. Analyze and interpret information on sport cases with the aim of proposing solutions to improve the adequacy of the supply of programs;
5. Present in a clear and accurate way the collected information.
6. Develop the capacity for analysis, structural and content, of scientific papers in sport marketing.

Learning outcomes and competences

At the end of the course students should be able to understand and develop marketing strategies for the sports phenomenon, as well as design a marketing plan.

Working method

Presencial

Program

Component 1

1. The special nature of the Sports Marketing
   • The globalization of sports phenomenon
   • The current state of sports phenomenon
   • Definition of Sports Marketing
   • Marketing Myopia in Sports
   • The specificity of sport products and services
   • The sport industry development
   • Digital marketing in the sport industry
2. Sport Marketing management
   • Strategic Marketing
   • Sport marketing plan
   • Strategic analysis
   • Coordination of Marketing actions
3. The sports consumers
   • Types of studies on sports consumers
   • The interpretation of studies on sports consumers
   • Service quality, satisfaction and value
4. Market research in Sport Marketing
5. Market segmentation
   • Definitions and need to segment the market;
   • Basis of segmentation of the market
6. Sport product
7. Brands licensing
8. Sponsorship
9. Marketing Plan
10. The media and public relations in sport
11. The coordination and control of the marketing mix
    • Marketing plan variables coordination
    • Marketing control function

Component 2

1. Research in sport marketing
   • Introduction to research
   • Planning a research project
   • Analysisof scientific papers

 

Mandatory literature

Aaker, D. A., Kumar, V., Robert, L., & Day, G. S.; Marketing research (11.ª edição). , New York: John Wiley & Sons., 2012
Mullin, B., Hardy, S., & Sutton, W. ; Sport Marketing (4th ed.), Champaign: Human Kinetics, 2014
Veal, A. J., & Darcy, S. ; Research methods in sport studies and sport management: a practical guide. , New York: Routledge, 2015
Shilbury, D., Westerbeek , H., S., Q., & Funk, D.; Strategic Sport Marketing, Australia: Allen & Unwin, 2009
Levitt, T.; Marketing Myopia, Champaign: Human Kinetics, 1960

Teaching methods and learning activities

Submission of programmatic content followed by group discussion about the concepts. It also proposed the development of projects, which include the collection and analysis of information about topics covered in class.

 

Evaluation Type

Distributed evaluation without final exam

Assessment Components

designation	Weight (%)
Participação presencial	20,00
Trabalho escrito	80,00
Total:	100,00

Calculation formula of final grade

Alternative 1 - (Regular, Student Worker) (Final) - Practical Work 1 - 75%; Practical Work 2 - 25% Without final exam.