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EnIESEG School of Management ( IÉSEG )

Class code :



Level Year Period Language of instruction 
Academic responsibilityC.STAVROS
Lecturer(s)Constantino STAVROS


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.

Learning outcomes

At the end of the course, you should be able to:
- 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 principle aim of this course is to facilitate the appreciation and understanding of the dynamic and increasingly complex world of sport marketing. The focus is two-fold. Firstly to consider the marketing of sport and secondly to consider marketing through sport, that is, those organisations that use sport as a way of facilitating their marketing objectives.

Course description

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

Class type

Class structure

Type of courseNumbers of hoursComments
Independent work
Reference manual 's readings4,00   You will be given directed readings which will be expected to be completed during in preparation for class discussion and learning.
Independent study
Estimated personal workload8,00   You will be required to complete an examination that tests your understanding and application of key concepts.
Group Project12,00   You are required to prepare a presentation and subsequently an accompanying executive summary whilst working as part of a group.
Face to face
Interactive class16,00   Face to face lectures/workshops will occur during the week. You will be expected to be an active participant and attend all these sessions.
Total student workload40,00  

Teaching methods

  • Case study
  • Interactive class
  • Presentation
  • Project work
  • Research


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 way and will lead to the subsequent submission of an executive summary. You will also undertake an examination at the end of the week.

Type of controlDurationNumberPercentage break-down
Group Project0,00130,00
Continuous assessment
Oral presentation0,00130,00
Final Exam
Written exam2,00140,00
TOTAL     100,00

Recommended reading

  • Specific resources will be advised. You will also be directed to particular readings depending upon chosen interests and investigative areas. -

Internet resources

* This information is non-binding and can be subject to change
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