| CODE | PHE2127 | |||||||||
| TITLE | Management, Marketing and Planning in Sport and Leisure | |||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | |||||||||
| MQF LEVEL | 5 | |||||||||
| ECTS CREDITS | 4 | |||||||||
| DEPARTMENT | Institute for Physical Education and Sport | |||||||||
| DESCRIPTION | This study-unit evaluates further sport management topics; namely, Sport Marketing and Planning as a system for the satisfaction of human wants and a catalyst of business activity. It presents a comprehensive framework that includes (1) researching and analyzing customers, company, competition, and the marketing environment, (2) identifying and targeting attractive segments with a strategic positioning, and (3) making product, pricing, communication, and distribution decisions. This study-unit provides a solid marketing foundation combined with a study of specialised cases in sport marketing. Participants will explore the use of sport culture to promote brands that are not sport related, alongside the growing market for sport products and merchandise. Participants will also consider the marketing and promotion of sport participation, the promotion of clubs and venues, as well as events such as the Olympic Games and the World Cup. This study-unit presents a comprehensive, systematic, and practical conceptual framework for understanding people as consumers - the basic subject matter of all marketing. It draws on the social sciences to evaluate the influence of both individual and ecological factors on market actions. It discusses relevant psychological and sociological theories and demonstrates how they can be used to predict consumers' reactions to strategic marketing decisions. Basic methodologies for research in consumer behavior are developed and applied. The emphasis will be on developing applications of behavioral concepts and methods for marketing actions. Study-unit Aims: This study-unit will focus on how sport organizations develop, execute and measure marketing strategies and tactics to use sports teams, leagues and other organizations to market their products and services domestically and internationally to consumers and business partners. This study-unit aims to provide participants with an overview of sport marketing as a component of a fully integrated marketing communication strategy. Participants will study the history and contemporary applications of sport marketing as a method to achieve business goals. The curriculum of this study-unit addresses corporate as well as sporting property use of sports marketing strategies to achieve business objectives and will examine strategies that address critical business constituencies, consumers, trade factors, employees, and the financial community. Also covered are sports marketing within the context of: special sporting event sponsorships, professional sports teams as well as governing organizations, sports media (broadcast, print as well as Internet), licensing, hospitality, event management and the impact on niche tourism. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - analyze the perspectives of sport marketing; - describe sport marketing, its industry and participants, and the unique socio-economic culture it operates in; - describe marketing through the domain of sport using mainstream strategies such as sponsorship, ambush marketing, venue naming rights, and licensing; - compare the concepts and processes of sports market segmentation, target market selection, and positioning within the context of a firm鈥檚 resources and competitive capabilities; - analyze controversies regarding sports product, distribution, pricing, and promotion decisions which may impact a marketer鈥檚 ethical and social responsibilities relative to all stakeholders. 2. Skills: By the end of the study-unit the student will be able to: - calculate the elements of the strategic sports marketing process; - report the factors involved in making appropriate recommendations and decisions regarding the sport marketing mix; - demonstrate the implementation of sports marketing strategies and strategic control processes; - analyze the challenges that face professional sports franchises; - calculate the business operational side of sports and be able to describe the different stages of planning inherent to sport event management and facilities management. Main Text/s and any supplementary readings: Main Texts: - Beech, J. and Chadwick, S. (2004). The Business of Sports Management. Essex: Pearson Education. - Mullin, J., Hardy, S. and Sutton, W. (2000). Sport Marketing. Illinois: Human Kinetics. - Fullerton, S. (2010). Sports Marketing. McGraw-Hill Irwin. Supplementary Readings: - Kaser, K. and Boen Oelkers, D. (2008). Sports and Entertainment Marketing. Thomson South Western. - Pitts, B. G. (Ed.). (2003). Case studies in sport marketing. Morgantown, WV: Fitness 福利在线免费 Technology, Inc. - Pitts, B. G., and Stotlar, D. K. (2002). Fundamentals of sport marketing. Morgantown, WV: Fitness 福利在线免费 Technology, Inc. - Shank, M. (2005). Sports Marketing, A Strategic Perspective. Pearson Prentice Hall. - Shilbury, D., Quick, S., and Westerbeek, H. (2003). Strategic sport marketing. Crows Nest, Australia: Allen & Unwin. - Stotlar, D. K. (2005). Developing successful sport marketing plans. Morgantown, WV: Fitness 福利在线免费 Technology, Inc. - Stotlar, D. K. (2005). Developing successful sport sponsorship plans. Morgantown, WV: Fitness 福利在线免费 Technology, Inc. |
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| STUDY-UNIT TYPE | Lecture | |||||||||
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| LECTURER/S | Meli Matthew Azzopardi Adele Muscat (Co-ord.) Luke Scorfna |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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