This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS

Prerequisites

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

Teaching methods

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

Assessment

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.

Recommended reading

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

Internet resources

• The IESEG intranet site will also be used to provide relavent information.

  Please access the IESEG course website via the usual channels