Sports Marketing and Digitalisation
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Bachelor of Business (Marketing)
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Bachelor of Business (Sports Management)
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This subject is available under ICMS undergraduate degrees, please click the button below to find an undergraduate course for you.
Subject Code:
SPO201A (Sports Marketing)/SPO201B (Sports Marketing and Digitalisation)
Prerequisites:
MKT101A/MKT101B Marketing
Subject Rationale:
SPO201A
Introducing students to the core issues and concerns of marketing in the sport industry, ‘Sports Marketing’ provides students with an overview of the strategies and practices used by sports organisations to market their products and services to customers. This subject explores marketing concepts as they relate to the funding, promotion and commercial development of sport across various organisational levels. To this end, the subject offers students marketing plan sections as they explore how different stakeholders interact to drive the sport industry.
SPO201B
This subject offers a comprehensive examination of the intersection between traditional sports marketing strategies and contemporary digital tools, focusing on the transformative impact of digitalisation on sports promotion and fan engagement. It critically analyses the influence of social media, data analytics and emerging digital platforms on marketing practices within the sports industry, emphasising their roles in shaping consumer behaviour and fostering brand loyalty.
Through in-depth case studies of successful digital marketing campaigns and the integration of innovative technologies, the subject highlights the necessity of adapting marketing strategies to meet the evolving expectations of a digitally savvy stakeholder.
Additionally, the subject addresses strategic planning, market research processes and the importance of sustainable practices and global sponsorships, equipping students with the analytical skills needed to implement and manage effective sports marketing strategies in the context of media and mega-events. Ultimately, this subject prepares students to navigate the dynamic landscape of sports marketing and to leverage digitalisation for successful outcomes in their future careers.
Learning Outcomes:
SPO201A
a) Analyse the key principles of sports marketing.
b) Illustrate the role of media relations in strategic sports marketing communication and branding.
c) Apply the theoretical components of sports marketing strategy.
d) Develop an effective and sustainable sports marketing plan.
SPO201B
a) Analyse the key principles of sports marketing and digitalisation
b) Illustrate the role of media relations in strategic sports marketing communication and branding
c) Apply the theoretical and practical components of sports marketing strategies by integrating consumer behaviour, brand equity and digital marketing trends to develop effective initiatives
d) Develop an effective and sustainable sports marketing strategy with a focus on digitalisation
Student Assessment:
| No | Type | Weighting | Learning Outcomes |
| SPO201A | |||
| 1 | Report | 25% | a, b |
| 2 | Poster Presentation (G) | 35% | b, c, d |
| 3 | Marketing Plan | 40% | a, c, d |
| SPO201B | |||
| 1 | Sports Branding Analysis Report | 25% | a, b |
| 2 | Personal Broadcast Video and Brief Report | 35% | b, c, d |
| 3 | Digital Sports Marketing Case Study | 40% | a, b, c, d |
Note: (G) = Group assessment