IDR804-017 Social Media Marketing in Sport (Autumn 2023)

About the course

The emergence of social media has had a profound impact on the way companies communicate and connect with their customers. Sport entities (i.e., teams, organizations and athletes), building on the worldwide acceptance and integration of sport in all societies, have adopted social media as part of their marketing strategy, while some of them became among the most followed online brands in the world.

The seminar aims to answer the question of how the prominence and attractiveness of sport brands can lead to an interactive and long-term relationship with their customers (fans) and capitalize on the unique and powerful marketing opportunities offered by social media. The impact of social media on the product, price, distribution, promotion and sponsorship of sport organizations as well as the challenges sport marketers face due to the growth of the social media phenomenon and the use of social media during a period of crisis will be also discussed during the seminar.

The course is connected to the following study programs

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

Required prerequisite knowledge

General knowledge of (Sports and Event) Marketing. Students should have successfully completed IDR805 "Sport and Event Marketing" or similar introductory (sport and event) marketing courses.

The student's learning outcomes after completing the course

This seminar series is designed to give students an overview of the concepts, tools, and issues surrounding social media and marketing, using real-case scenarios, examples and applications from the world of sport, in a truly interactive and international learning environment.

Learning outcome: Knowledge

The seminar aims to answer the question of how sport entities are able to capitalize on the unique and powerful marketing opportunities of social media as well as to appreciate the challenges that marketing managers face by the growth of the social media phenomenon. On successful completion of this seminar participants will be able to:

• Appreciate the size, scope and importance of social media in sport and the relevant academic discussion in the field
• Understand the role of social media within sport and event marketing
• Apply marketing theories and management concepts on the usage of social media withhin the sport and event industry environment
• Recognize potential challenges of the use of social media in the sport and event industry

Learning outcome: Skills

At the end of this seminar, students should be able to:

• Evaluate relevant theoretical concepts, frameworks, and models related to social media marketing within sports and sport events
• Apply and communicate this understanding to real cases and problems

Learning outcome: General Competences

At the end of this seminar, students should be able to:

• interpret research findings, draw appropriate conclusions and present those effective with high impact
• design meaningful statements and reports for research dissemination by applying key academic skills and competences

Forms of teaching and learning

The seminar will consist of lectures, assignments, case discussions, team work and presentations throughout the time for the seminar. Because of the high level of interactive activities and relatively small-sized groups the seminar requires a high degree of engagement and committment by the students. Therefore it is expected that the participants read the study material provided by the lecturer ahead of the seminar to prepare themselves and be able to contribute to the discussions in the classroom. Lectures might not always follow a strict schedule, as there might be tasks, presentations and feedback sessions scheduled requiring flexibility during seminar days and hours.

Coursework requirements - conditions for taking the exam

• Mandatory coursework: Assignment(s)
• Courseworks given: 2
• Courseworks required: 2
• Presence: Not required
• Comment:

Examination

• Form of assessment: Home assessment
• Proportion: 100%
• Duration: - -
• Grouping: Individual
• Grading scale: Letter (A - F)
• Support material: All printed and written supporting material

Course evaluation

Two mandatory assignments during the seminar. Those assignments (individual and/or team) will be marked with pass/fail, however, both must be passed in order to have the final examination marked.