Sports Marketing Management- Main Topics of Study

Introduction to Sports Marketing

  • Marketing and sport marketing/ relationship between philosophy, processes principles and tools of sport marketing/ components of the sport marketing framework

Sport markets and consumers

  • Size and scope of the sport industry/ the unique features of sport as a product/ how the special features of sport impact upon sport marketing/ different motives consumers have for buying sport products and services/ external factors that can influence the behaviour of sport consumers

Sports marketing opportunities

  • Identification of potential sport marketing opportunities/ using SW-OT and PEST effectively as meaningful tools of sport marketing/ importance of competitor analysis

Sports marketing strategies

  • The process of determining a strategic marketing direction/ factors critical to setting performance measures/ determining a core sport marketing strategy/ market positioning and market segmentation and the main approaches/ major elements of the marketing mix

The marketing mix for sport

  • Key characteristics of sport products/ process of NPD/ concept of pruduct life cycle/ building a sport brand/ factors that influence price sensitivity and pricing itself/ common pricing strategies used in the sport industry/ basic concepts of sport distribution and issues in ticket distribution/ elements of the promotions mix/ planning a sport promotions approach

Sport sponsorship

  • Key elements of sponsorship targeting/ principles of sponsorship evaluation/ concept of ambush marketing in sport

Sport services

  • Differences between sport goods and services/ key variables of quality service/ the three elements of the sport services marketing mix/ defining customer satisfaction/ process of customer relationship marketing

Sports marketing and the new media

  • New media and new media marketing/ six key principles of new media sport marketing/ broad categories of new media technologies

Managing sport marketing through implementation and control

  • Importance of implementation and control strategies in a sport marketing management strategy/ successfully transforming a sport marketing strategy into action/ linking the control process to improved strategic decisions/ ethical and social responsibilities of sport marketers

Recommended Reading

Indicative Reading for this Unit:

Main Text:

Introduction to Sport Marketing – Smith (Butterworth-Heinemann) 2008

Alternative Texts and Further Reading:

The Marketing of Sport – Beech & Chadwick (Prentice-Hall) 2008