Introduces students to the basic concepts and functions of marketing as they relate to the sporting environment. Students will be exposed to a range of strategies that can help sport organisations to be more successful in this highly competitive market place. The unit also develops sports sponsorship as a viable marketing tool.
Topic 1: Sport marketing: An overview
Topic 2: Sport promotion
Topic 3: The sport product
Topic 4: Pricing strategies in sport
Topic 5: The role of research in sport marketing
Topic 6: The market research process
Topic 7: Developing a marketing plan
Topic 8: Target marketing strategies
Topic 9: Sport consumer behaviour
Topic 10: Sport sponsorship
Topic 11: Developing a sponsorship proposal
Topic 12: Pricing the sponsorship proposal
Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.
Learning outcomes and graduate attributes
|On completion of this unit, students should be able to:||GA1||GA2||GA3||GA4||GA5||GA6||GA7|
|1||Describe and identify the information sources for effective marketing decision-making.||Intellectual rigour||Lifelong learning||Communication and social skills|
|2||Identify the steps necessary to undertake sport and fitness industry market research.||Intellectual rigour|
|3||Develop and evaluate marketing plans for selected sport and fitness organisations.||Intellectual rigour||Lifelong learning||Communication and social skills|
|4||Have an appreciation for the role played by sponsorship in the sport industry and the development of sponsorship proposals.||Communication and social skills|
|5||Work effectively within a “team” environment in the development of sector specific marketing strategies.||Intellectual rigour||Lifelong learning||Communication and social skills|
- No prescribed texts.
Teaching and assessment
Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.
Commencing 2014 Commonwealth Supported only. Student contribution band: 3
Please check the international course and fee list to determine the relevant fees.