| CODE | PHE1134 | ||||||
| TITLE | Sport Marketing and Sponsorship | ||||||
| UM LEVEL | 01 - Year 1 in Modular Undergraduate Course | ||||||
| MQF LEVEL | 5 | ||||||
| ECTS CREDITS | 4 | ||||||
| DEPARTMENT | Institute for Physical Education and Sport | ||||||
| DESCRIPTION | Marketing is at the heart of everything that happens in sport; whether it is the format of a competition, what consumers want from that specific sport, how media rights are sold to television companies or what forms of merchandise are created, good marketing underpins all of the decisions that are made. The essence of marketing in a sport organisation is therefore to match and reconcile the demands of the marketplace with the resources and competence that the organisation holds. This ensures that sport organisations are flexible and responsive to market trends but can also be innovative in creating new market opportunities. Building an internal marketing culture consequently links to this, clearly indicating that the successful development of a sport organisation’s operations should be driven by an outward-looking, market-led, customer-focused approach. The themes and topics addressed in this unit are all an integral part of this process, from the grassroots level right through to the elite professional game. Study-unit Aims: Marketing is the process of planning and developing products and services to satisfy organisational goals. Sport organisations primarily offer images, values, ideas and services rather than products, which makes the marketing of sport quite unique as they need to achieve both commercial and social objectives. Therefore, this study unit will consider the products and services that sport organisations have to offer within a specific context and highlights a number of regulations that they have to abide to. Secondly, it will assess stakeholder expectations in relation to the services provided by the sport organisation and how to enhance these. Methods and tools for improving communication campaigns targeting specific stakeholders will also be presented. Sponsorship will be introduced as a marketing strategy that pursues commercial objectives, exploiting the direct association between the commercial entity's brand or product with those of the sport organisation's. Finally, the strategic marketing process will provide information on how to get into an attractive position in the marketplace. Learning Outcomes: 1. Knowledge & Understanding By the end of the study-unit the student will be able to: - analyse the relevance of a sport organisation's services in relation to its stakeholder requirements; - enhance the quality of the services (both tangible and intangible) by being aware of the stakeholders expect; - manage effective communication campaigns; - target potential sponsors according to potential fit with their sport organisation; - structure a sponsorship package in order to provide a return on investment to the sponsor; - develop a range of packages that can be customized to the needs of the sponsor. 2. Skills By the end of the study-unit the student will be able to: - improve verbal and written communication skills through the development of effective communication campaigns; - improve research and analytical skills - conduct market research for assignment; - comprehend better group dynamics and learn how to work efficiently and respectfully with others who have totally different responsibilities, backgrounds, objectives, and areas of expertise, for team presentations. Main Text/s and any supplementary readings: Main texts - Bettina Cornwell, B. (2014). Sponsorship in Marketing: Effective Communication through Sports, Arts and Events. London: Routledge. - Chanavat, N., Desbordes, M. & Lorgnier, N. (eds.) (2017). Routledge Handbook of Football Marketing. London: Routledge. - Ferrand, A., Chappelet, J.L., & Seguin, B. (2012). Olympic marketing. London: Routledge. - Hamil, S., & Chadwick, S. (Eds.) (2010). Managing football: An international perspective. Oxford, England: Butterworth-Heinemann. Supplementary Reading - Kotler, P., Armstrong, G., Harris, L. & Piercy, N. (2013). Principles of Marketing. Harlow, England: Financial Times Prentice Hall. - Shank, M. & Lyberger, M. (2014). Sports Marketing: A strategic perspective (4th edition). London: Routledge. - Stotlar, D. (2013). Developing Successful Sport Sponsorship Plans (4th edition). West Virginia: FiT Publishing. |
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| STUDY-UNIT TYPE | Lecture | ||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Keith Keith Joseph Bartolo Etienne Camenzuli Peter Perotti Andrew Triganza Scott (Co-ord.) Galea Maria Romina Vella |
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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 2023/4. It may be subject to change in subsequent years. |
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