The course provides an understanding of the management of sport marketing with a special emphasis on sponsorships. It presents theories of sport marketing and use case-studies to create an understanding of how to take advantage of such theories. The course will also address how social media are used as a tool in sport marketing campaigns and the role of ambush marketing in relation to the Olympic Games.

This course is designed to build on the basic understanding of the marketing concepts in the sport settings.  Doing so entails both comparison and contrast of mainstream marketing practices with sport marketing practices. Lectures and readings will examine the application of marketing principles to amateur and professional sports, special events, international sport, broadcasting, and facility management.  Sport marketing cases will require students to critically analyze business situations and recommend and support business decisions.

General objectives of the course:

This course will provide the student with a practical understanding of marketing and sponsorship in the sport industry.

The student shall:

• Understand the concept of sport marketing
• Explain theories related to sport marketing and be able to use these in practical life
• Understand how to build a strong brand
• Understand the mechanisms of sport sponsorships
• Explain the motives for corporate organizations to engage in sport sponsoring
• Be able to model marketing campaigns and strategies for sponsorships

 The lectures present theories of sport marketing and involve a number of case-studies.

Case Studies            

Students will be required to prepare sport marketing cases and/or assignments given by the professor on a particular topic. Case and/or assignment  preparation includes reading, analyzing, and typing a 1-2 page hand-in on the case/assignment.  The case question (s) or issue(s) to be addressed in the report will be provided with case.  Hand-ins must be typed and single-spaced.  Required fonts for these papers Times (12pt).  Margins must be set at 2.5cm from top, bottom, left and right.

Case Report and Presentation

In groups of 4-5 students, you will be assigned one case/assignment for a more in-depth analysis.  Your report will be presented to the class followed by a discussion.  Each group will be expected to lead the class discussion.  The presentation will take from 20-25 minutes.  Evaluation will be divided as such: 50% of grade for written report and 50% for the presentation. When not presenting a case, you are expected to participate by challenging the recommendations of the presenting group.

 4 hours written school exam, graded A-F (50 %), individual case studies graded A-F (25 %) and a case report graded A-F (25 %).

All papers must be submitted via Fronter and will be run through ePhorus for plagiarism control.

Recourses/materials which may be used in the exam: Dictionary

CHAPTERS AND BOOKS TO READ:

NB! To open electronic books off campus, you must use the following VPN connection: Click here to download

Davis, J.A. (2012). Olympic sponsor case study: Coca Cola. In: J.A. Davis, The Olympic Games effect: How sports marketing builds strong brands (2nd ed.). (s. 235-244 ). Singapore: Wiley.
You will find the book in the Library here: ORIA
The book is also available online: Click here to download

Davis, J.A. (2012). Olympic sponsor case study: VISA. In: J.A. Davis,  The Olympic Games effect: How sports marketing builds strong brands (2nd ed.). (s. 245-259). Singapore: Wiley.
You will find the book in the Library here: ORIA
The book is also available online: Click here to download.

Ferrand, A., Chappelet, J.L. & Seguin, B. (2012). Olympic marketing. London: Routledge.
You will find the book in the Library here: ORIA
The book is also available online: Click here to download

O'Reilly, N. & Seguin, B. (2009). Sport marketing: A Canadian perspective. Toronto: Nelson Education.
You will find the book in the Library here: ORIA

Shank, M. & Lyberger, M. (2014). Sports marketing: A strategic perspective (5th ed.). London: Routledge.
You will find the book in the Library here: ORIA



SCIENTIFIC ARTICLES:

NB! To open electronic articles off campus, you must use the following VPN connection: Click here to download

Apostolopoulou, A. & Papadimitriou, D. (2004). Welcome home: Motivations objectives of the 2004 Grand National Olympic sponsors. Sport Marketing Quarterly, 13(4), 180-192.
This article is available online: Click here to download

Ellis,D., Scassa, T. & Seguin, B. (2011). Framing ambush marketing as legal issue: An Olympic perspective. Sport Management Review, 14(3), 297-308.
This article is available online: Click here to download

Giannoulakis, C., Stotlar, D. & Chatziefstathiou, D. (2008). Olympic sponsorship: Evolution, challenges and impact on the Olympic movement. International Journal of Sports Marketing and Sponsorship, 9(4), 256-270.
This article is available online: Click here to download

Hambrick., M.E., Mahoney T. & Calabrese, R. (2012). Clicking for a good cause: Using social media campaigns to drive awareness for golf tournaments and charitable organizations. Case Studies in Sport Management, 1, case study 1, 1-6.
This article is available online: Click here to download

Huggins, M.H. (1992). Marketing research: A must for every sport organization. Sport Marketing Quarterly, 1(1), 38-40.
The Library does not have a subscription for this journal.

Marber, A., Wellen, P. & Posluszny, S. (2005). The Merging of marketing and sports: A case study. Marketing Management Journal, 15(1), 162-171.
The Library does not have a subscription for this journal.

Olberding, D. & Jisha, J. (2005). The flying pig: Building brand equity in a major urban marathon. Sport Marketing Quarterly, 14(3), 191-196.
This article is available online: Click here to download

Olejniczak, M. & Aicher, T. (2012). Leveraging sponsorship to meet organizational objectives: A case study of consumer package good product with the Super Bowl. Case Studies in Sport Management, 1, case study 10, 1-9.
This article is available online: Click here to download

Vincent, J., Hill, J.S. & Lee J.W. (2009). The Multiple brand personalities of David Beckam: A case study of the Beckham Brand. Sport Marketing Quarterly, 18(3), 173-180.
This article is available online: Click here to download