The course provides an understanding of the management of sport marketing from the perspectives of the various main actors in sport markets including national and international sport organizations, sport clubs, sport events, sponsors, and media. It presents theories of sport marketing and use case-studies to create an understanding of how to take advantage of such theories. A special emphasis will be on sponsorships and its various outcomes and challenges for the involved parties. The course will also address how social media are used as a tool in sport marketing campaigns and how ambush marketing affects mega-events such as 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.

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 Report
In groups of 4-5 students, students will be assigned a case/assignment for an in-depth analysis. Information about the formal requirements will be given at the beginning of the course. The case report has to be written in English.

• 4 hours written school exam, graded A-F (60 %).

• Case report graded A-F (40 %). Case report has to be presented in the class (counts for 10% of the 40%).

  The case report must be submitted via Wiseflow and will be run through Urkund for plagiarism control.
  Recourses/materials which may be used in the exam: Dictionary

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

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

Smith, A. C. T. & Stewart, B. (2015). Introduction to sport marketing (2 ed.). Milton Park: Routledge.
* You will find the book in the Library here: ORIA
** The book is also available online: Click here to download
*** NB! To open electronic books off campus, you must use the following VPN connection: Click here to download


1 DIGITAL COMPENDIUM - through Canvas:
Horbel, C. (Ed.). (2018). SPM355: Sport Marketing: Fall 2018. (Digital compedium). Oslo: Norges idrettshøgskole.
** The PDF is available through Canvas.

The Reference list for the Digital Compendium, alphabetical in APA-style:
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.

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.

Seguin, B. & Scassa, T. (2014). Ambush marketing legislation to protect mega sport events: The case of Vancouver Olympic Winter Games 2010. In: T. Scassa, Intellectual property for the 21st Century: Multidisciplinary perspectives on intellectual property law. (pp. 500-520). Toronto: Irwin Law.


10 ELECTRONIC  ARTICLES:

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

Horbel, C., Popp, B., Woratschek, H. & Wilson, B. (2016). How context shapes value co-creation: Spectator experience of sport events. The Service Industries Journal, 36(11-12), 510-531. http://dx.doi.org/10.1080/02642069.2016.1255730
* This article is available online: Click here to download

Macintosh, E., Nadeau, J., Seguin, B., O'Reilly, N., Bradish, C. L. & Legg, D. (2012). The role of mega-sports event interest in Ssonsorship and ambush marketing attitudes. Sport Marketing Quarterly, 21(1), 43-52.
* This article is available online: Click here to download

Popp, B., Wilson, B., Horbel, C. & Woratschek, H. (2016). Relationship building through Facebook brand pages: The multifaceted roles of identification, satisfaction, and perceived relationship investment. Journal of Strategic Marketing, 24(3-4), 278-294. http://dx.doi.org/10.1080/0965254X.2015.1095226
* This article is available online: Click here to download

Schnittka, O. (2010). Drivers of sponsor image in sponsorships: What we know from prior research. Marketing - Journal of Research and Management, 6(2), 124-144. doi: 10.1080/02650487.2015.1083070
* This article is available online: Click here to download

Séguin, B. (2007). Sponsorship in the trenches’ as evidence of its legitimate place in the promotional mix: The Case of K. Mac & Associates. The Sport Journal, 10(1). Retrieved 20th of April 2018 from: http://thesportjournal.org/article/sponsorship-in-the-trenches-case-study-evidence-of-its-legitimate-place-in-the-promotional-mix/
* This article is available online: Click here to download

Tapp, A. (2004). The loyalty of football fans - We’ll support you evermore? Database Marketing & Customer Strategy Management, 11(3), 203-215. doi: 10.1057/palgrave.dbm.3240221
* This article is available online: Click here to download

Trail, G. T., Fink, J. S. & Anderson, D. F. (2003). Sport spectator consumption behavior. Sport Marketing Quarterly, 12(1), 8-17.
* This article is available online: Click here to download

Woratschek, H., Hannich, F. & Ritchie, B. (2007). Motivations of sports tourists – An ampirical analysis in several European rock climbing regions. Wirtschaftswissenschaftliche Diskussionspapiere, 02, 1-21. Retrieved 20th of April 2018 from: http://www.fiwi.uni-bayreuth.de/de/download/WP_02-07.pdf
* This article is available online: Click here to download

Woratschek, H., Horbel, C., Popp, B. & Roth, S. (2007). A videographic analysis of “Weird Guys”: What do relationships mean to football fans? Wirtschaftswissenschaftliche Diskussionspapiere, 05, 1-22. Retrieved 20th of April 2018 from: http://www.fiwi.uni-bayreuth.de/de/download/WP_05-07.pdf
* This article is available online: Click here to download

Woratschek, H., Horbel, C. & Popp, B. (2014). The sport value framework - a new fundamental logic for analyses in sport management. European Sport Management Quarterly, 14(1), 6-24. http://dx.doi.org/10.1080/16184742.2013.865776
* This article is available online: Click here to download


1 PAPER COLLECTION - handouts:
Horbel, C. (Ed.). (2018). SPM355: Sport Marketing: Fall 2018. (Paper Collection). Oslo: Norges idrettshøgskole.
** Handouts.
(OK based on §15 of the Copyright Law)

The Reference list for the Paper Collection, alphabetical in APA-style:

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.

Huggins, M. H. (1992). Marketing research: A must for every sport organization. Sport Marketing Quarterly, 1(1), 38-40.

Popp, B., Horbel, C. & Germelmann, C. C. (2016). Nature and consequences of social media-based anti-brand activism against sponsors and investors of sport teams. Abstract from 19th Academy of Marketing Science World Marketing Congress, Paris, France.