Unit description

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.

Unit content

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

Learning outcomes

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

Prescribed texts

Session 2

  • No prescribed texts.
Prescribed texts may change in future study periods.

Teaching and assessment


Teaching method
Lecture online 2 hours (12 weeks)
Structured online learning 2 hours (12 weeks)
Presentation and Report40%
Exam: closed book15%
Exam: closed book35%
A series of posts10%

Intensive offerings may or may not be scheduled in every session. Please refer to the timetable for further details.

Southern Cross University employs different teaching methods within units to provide students with the flexibility to choose the mode of learning that best suits them. SCU academics strive to use the latest approaches and, as a result, the learning modes and materials may change. The most current information regarding a unit will be provided to enrolled students at the beginning of the study session.

Fee information


Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.
Commencing 2015 Commonwealth Supported only. Student contribution band: 3

Fee paying courses
For POSTGRADUATE or UNDERGRADUATE full fee paying courses please check Domestic Postgraduate Fees OR Domestic Undergraduate Fees


Please check the international course and fee list to determine the relevant fees.