IDR805 Sport and Event Marketing (Spring 2019)

About the course

• Understanding the international sport marketing environment
• Concepts of sports and event marketing and marketing mix
• Sport and event consumer buying behaviour
• Sport organizations buying behaviour
• Strategic positioning and branding
• Value co-creation and service innovation in sports and for events
• Developing and extending sports brands
• Strategic sports and event sponsorship
• Social media and sports/event marketing
• Research tools in sport marketing research and analysis

The course is connected to the following study programs

• Master of Science in Sport Management
• Exchange programme - Master's level

The student's learning outcomes after completing the course

Upon completion of the course the student will be able to:

• Understand the distinctive nature and significance of sports and event marketing
• Analyse the scope and potential of sports and event marketing
• Marketing in for-profit and not-for-profit sport organisations

• Evaluate relevant theoretical concepts, frameworks, and models related to sports and event marketing / sponsorship
• Segmentation, targeting and positioning in sports
• Apply and communicate this understanding to real cases and problems using appropriate tools such as market research and analyses

• Provide the benefits desired by sports fans and event consumers to create service innovation and customer value

Forms of teaching and learning

Lectures and seminars (36 hours in total). The course builds on team and individual projects that aim at synthesizing knowledge and understanding

Coursework requirements - conditions for taking the exam

• Mandatory coursework: Assignment(s)
• Courseworks given:
• Courseworks required:
• Presence: Required
• Comment: Mandatory (team/individual) assignment(s) during the course. The team/individual work’s results is to be presented in class. A “pass” on all team/individual assignments is needed in order to participate in the school exam.

Examination

• Form of assessment: Written school assessment
• Proportion: 100%
• Duration: 5 Hours
• Grouping: Individual
• Grading scale: Letter (A - F)
• Support material: Only general dictionary in mother tongue/Norwegian/English in paper version

Syllabus

Click here for reading list