Institute of Commercial Management | Qualification Subject

Sports Marketing Management

Main Topics of Study

Introduction to sports marketing

  • Marketing and sports 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 SWOT 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

Sport 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

Main Text:

<iframe style="width:120px;height:240px;" marginwidth="0" marginheight="0" scrolling="no" frameborder="0" src="//ws-eu.amazon-adsystem.com/widgets/q?ServiceVersion=20070822&OneJS=1&Operation=GetAdHtml&MarketPlace=GB&source=ss&ref=as_ss_li_til&ad_type=product_link&tracking_id=icm0bb-21&marketplace=amazon&region=GB&placement=0750686855&asins=0750686855&linkId=9dad7ce4a015a61844658482f6285574&show_border=false&link_opens_in_new_window=true"></iframe>

Introduction to Sport Marketing – A. Smith (Taylor & Francis) 2008

Indicative Text:

Alternative Text and Further Reading:

<iframe style="width:120px;height:240px;" marginwidth="0" marginheight="0" scrolling="no" frameborder="0" src="//ws-eu.amazon-adsystem.com/widgets/q?ServiceVersion=20070822&OneJS=1&Operation=GetAdHtml&MarketPlace=GB&source=ss&ref=as_ss_li_til&ad_type=product_link&tracking_id=icm0bb-21&marketplace=amazon&region=GB&placement=027368826X&asins=027368826X&linkId=ce6ef316053c7d6ec8d14f0859daddd2&show_border=false&link_opens_in_new_window=true"></iframe>

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