| CODE | MRK2803 | ||||||||
| TITLE | Sports Marketing | ||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 5 | ||||||||
| ECTS CREDITS | 4 | ||||||||
| DEPARTMENT | Marketing | ||||||||
| DESCRIPTION | This study-unit introduces students to a wide range of marketing strategies that are meticulously developed to meet the specific needs of the sports business. Students will have the opportunity to explore and foster their individual areas of passion and curiosity through engaging with a varied collection of sports and recreational environments. Learners will have the opportunity to develop demonstrable capabilities in the conceptualization and application of practical sports marketing techniques. Indeed, this study unit emphasizes the practical application of theoretical foundations and empirical research into actionable strategies in the ever-changing world of sports marketing. By embarking on this experiential learning adventure, students will not only obtain a thorough understanding of the specific subtleties of sports marketing, but will also refine their ability to apply academic knowledge to real-world circumstances. As a result, learners will leave this program with a complete skill set that will allow them to confidently traverse the complex landscape of contemporary sports marketing. Study-Unit Aims: Introduction to Sports Marketing shall introduce students to the notion of sports marketing and its function in the sports sector. The study-unit seeks help learners: - Identify fans as consumers and why individuals are drawn to sports and become fans, laying the groundwork for sports marketing. - Explain how sports events are developed and promoted in order to attract viewers and create enthusiasm. - Demonstrate how social media is used to engage with fans and share sports-related material. - Discuss ethical issues in sports marketing, emphasizing honesty and consumer respect. - Demonstrate the principles and application of branding in sports and its significance for teams and events. - Distinguish between different methods for gathering information about fans and their preferences. - Employing fan behaviour principles to apply tactics for engaging fans and cultivating a sense of community. - Explain the fundamentals of tickets selling to sporting events, as well as the significance of pricing. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Define sports marketing and explain the fundamental concept of sports marketing and its relevance in the sports industry. - Identify fan behaviour, recognizing and explaining the motivations and behaviors of sports fans. - Describe event promotion, including the key strategies and channels used to promote sports events effectively. - Employ social media tools to engage with fans and share sports-related content- - Recognize ethical issues and consider ethical implications in sports marketing practices. - Recognize the importance of branding in sports and its impact on fan engagement. 2. Skills: By the end of the study-unit the student will be able to: - Operate basic research to understand audience perceptions and behaviour in sports marketing. - Apply fan engagement strategies using basic techniques to build a sense of community. - Explore career paths within the sports marketing field. Main Text/s and any supplementary readings: Main Texts: Ennis, S. (2020) Sports Marketing: A Global Approach to Theory and Practice. Palgrave Macmillan. ISBN 9783030537395. Supplementary Readings: - Chadwick, S. and Beech, J. (Eds) (2007) The Marketing of Sport. FT Prentice Hall. ISBN 978-0273688266. - Schwarz, E.C., Brannigan, K.J., Cattani, K.P. and Hunter, J.D. (2023) Advanced Theory and Practice in Sport Marketing (4th Edn). Routledge (Taylor Francis Group). ISBN 9781032137537. - Bruhn. M., and Rohlmann, P. (2022) Sports Marketing: Fundamentals - Strategies - Instruments. Springer. ISBN 9783658391218 |
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| STUDY-UNIT TYPE | Lecture | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Franco Curmi David D Spiteri |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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