Module Leader: Robert Kielty

Module Handbook

Sport Marketing (M2N820576)

Division of Cultural Business (CB)

2010/11, TrimesterB

Level 2

Credit Points 20

Pre-requisites: None

Introduction

This module takes forward generic marketing principles towards a more specialised and contextualised focus which explores the complex and diverse terrains of sports advertising and sponsorship across the fast changing business environments of public, private and voluntary organizations. This will reflect upon the realm of one-off sport related events as well as less distinct sport and physical activity-related products, programmes and services. Global examples and case studies will be utilized to demonstrate the importance of sport marketing communication from an international perspective. The influence and practices of sports marketing companies will be explored, as will the growing impact of media and communications technologies.

The module will utilize live case studies of major sports markets to enhance the teaching and learning experiences of the students.

Learning outcomes

On completion of this module students will be able to:

1)Explore how effectively key marketing concepts can be used in relation to business approaches to sports marketing, taking into account ethical and practical issues;

2) Review the role of the media in sports marketing, and in changing the way that sport is organised;

3) Evaluate the basis for, and role of, sport sponsorship;

4) Evaluate the marketing strategies of both sports-related organizations, and non-sports organizations that make use of the sports product;

5) Utilise marketing tools and concepts towards a designated population or market.

Teaching and Learning Strategy

Lectures will introduce each topic. Through a range of workshops and seminars,students with requisite knowledge and areas for discussion, analysis, and practical application. These will be supported by seminars, offering the opportunity to discuss these issues in greater depth, and workshops, involving the students in a range of practical tasks and problem solving scenarios. Both the seminars and workshops will utilise case studies derived from industry, and be informed by a range of online materials accessible via the Blog. Both live and recorded guest speaker session will be utilised, incorporating the range of NGBs, NDPBs, and sports services organisations relevant to the module.

Most of the reading will be issued via downloadable PDF format files on the Module Blog / Blackboard site.

Module Structure

Activity TypeTotal Hours

Directed study66.00

Assessment20.00

Independant learning72.00

Lectures12.00

Practicals10.00

Seminar20.00

Attendance Policy
This module contains an attendance policy which requires students to attend 75% of timetabled seminars. If seminar attendance dips below 75 per cent at the end of 12 weeks students will not be permitted to sit the final assessment at first diet, unless clear medical evidence is provided.

Staff Information

Robert Kielty (M308A)

0141 331 8485

Aaron McIntosh (M306)

01413313263

Lecture and seminar programme

LECTURE AND WORKSHOP / WORKSHOP / SEMINAR / READINGS
W/C / Each seminar is student-led / Readings which will be provided are in bold
17th Jan

Week 1

/ L1. Principles of sports marketing / Research workshop - Provide 5 recent examples of sports marketing that have been in the news and discuss how each one relates to our definition of sport marketing / ‘Sport marketing is a necessary evil’ Beech and Chadwick ( 2007) –Read Chapter one and by referencing those ‘myths’ listed - discuss this statement referring to examples when you think sport marketing has been appropriately / inappropriately used. Support your conclusions with evidence / Beech & Chadwick (2007) -the marketing of sports Chapter 1
Shank (2009) –Sports marketing
Chapter 1
Fullerton –Sports marketing -conceptual framework - PDF
24th Jan

Week 2

/ L2. Modelling and stakeholders / SKY TELEVISION – Defining the brand
How does sport differ from other forms of entertainment? / In small groups of 4, using a sport business of your own choice, chart the development of how this business has used the marketing mix over the last 25 years and discuss how techniques and strategies have changed over this period. Using youtube or internet sources make a 5 minute presentation to the class / Borland –Demand for sport - PDF
Rosen – Labour markets – PDF
Goddard –Economics of sport - PDF
31st Jan

Week 3

/ L3. Sports branding / ADIDAS – 1. Identify the range of products and marketing tools used by this company.
2. TIGER WOODS – bring evidence of his brand concept
Examine the extent and reliance on media / Aaker (1991) -‘brand equity does not just happen –its creation, maintenance and protection need to be actively managed. Further it involves strategic as well as tactical programmes and policies’ Beech & Chadwick Chapter 10 p.188
Using the above framework - Provide evidence from a well known sports organisation and Identify those products which consumers demonstrate high degrees of brand loyalty. why you think loyalty is so high? / Mason -sports products – PDF
Cave – Sports rights and broadcast industry - PDF
Ferrand – Image and creation of value – PDF
Smith - reimaging the city - PDF
7th Feb

Week 4

/ L4. Understanding the consumer Parts A & B /

Researching – NIKE
Consumer - NIKE

Present evidence from NIKE and discuss fan identification and how their products sell. / Using the Marketing Research Process as your guide (Shank) - chapter 3 - You are interested in starting a preschool gymnastic/sport literacy franchise in a middle class suburban area. What is the broad problem facing you / what type of research design do you recommend / what questions would you ask /create a questionnaire of your own. / Moutinho –Surf tribal & sports management – PDF
Ferrand – Image and creation of value – PDF
Shank (2009) - chapter 3
14th Feb

Week 5

/ L5. Understanding the consumer parts C / CRICKET 20/20 Segmentation - provide evidence of market segmentation across it range of products. Discuss its formation from 5 day test cricket in terms of differing consumer markets / The family life cycle was a concept developed in the 60’s to describe how individuals progress through various life stages or phases of their life ( Shank) - Chapter 6, p. 177) -
Through describing the above concept, provide evidence of how sports products use this as a strategic tool. Select a sports product and illustrate how YOUR current stage affect your participation /behaviour/ loyalty towards this product / McDonald –sport participant and spectator markets - PDF
Bush -Girl power and sports markets – PDF
Beech & Chadwick (2007) – chapter 5
21st Feb

Week 6

/ L6. Tools within sports marketing / Health and Fitness Industry – ‘EVERYDAY ATHLETE’
List and offer opinions on the various marketing mediums utilised by this company / There is a widespread move by sporting organisations towards better data management concerning their customers, and with the emergence of new technologies, this process is now able to be managed and developed by these organisations (Beech & Chadwick Chapter 12).
Using a sporting organisation of your choice, critically discuss this statement examining the extent and range of this organisations website. Comment on the role of media in this process. Students should make a short 5 minute presentation to the class / Cave – Sports rights and broadcast industry – PDF
Beech & Chadwick (2007) – chapter 2
Mason –the marketing of professional sports - PDF
28th Feb

Week 7

/ L7. Sponsorship / PDP SESSION
SPORTSCOTLAND
Identify those sporting products that benefit most from sponsorship.
Examine and present any sponsorship opportunities used by sportscotland / Sponsorship is one of the key elements in the sports promotional mix and is used to support overall organisational objectives, marketing goals and promotional strategies - Shanks (Chapter 11)
Contrast the sponsorship examples between European and USA sport organisations (University / professional / individual /team).
-Examine any patterns or characteristics that exist.
-Provide evidence to support the growth of sports sponsorships worldwide
- What is ambush marketing and why is it a threat / Beech & Chadwick (2007) – chapter 13
Amis –sport sponsorship -PDF
Fort – US & European sports markets differences – PDF
7th Mar

Week 8

/ L8. Assessment presentation time / Assessment presentation time / Assessment presentation time
14th Mar
Week 9 / L9. Implementing and controlling the strategic sports marketing context
Possible field trip / LOCAL SPORTS ORGANISATIONS– review of 3rd sector and charity case studies. How effectively are they using sports marketing principles – bring evidence to present
POSSIBLE FIELD TRIP / Examine the difficulties facing minority sporting organisations with regards to successful marketing.
By discussing possible strategies, students should outline their ‘ideal’ solution to better marketing for a named local organisation
POSSIBLE FIELD TRIP / Fullerton –Sports marketing -conceptual framework - PDF
Shank (2009) – Sports marketing chapter13
21st Mar
Week 10 / L10. Ethical and social considerations / ENGLISH PREMIER LEAGUE FOOTBALL –MARKETING OF –review the many marketing facets of this global brand.
Discuss the range of stakeholders involved. / Using Horner and Swarbrooke (Chapter 27) as a guide, Identify ethical dilemmas which currently exist within the marketing and promotion of the English Premier League.
Produce a paragraph outlining any dilemma and discuss its implications for all stakeholders involved / Cave – Sports rights and broadcast industry – PDF
Rowe –Sport and repudiation of global – PDF
Horner & Swarbrooke – chapter 27
Watt -Social impacts of Sydney Olympics - PDF
28th Mar

Week 11

/ L11. Sport markets in action / QUATAR – assess the sports marketing portfolio of this country and trace its progress from potential to actual international sports brand. / Using resources at your disposal and with reference to the academic framework from the module papers, discuss the importance of evaluating success within sport marketing.
Select perceived success stories from sporting organisations and justify why marketing has been successful. / Shank –chapter 2
Beech & Chadwick – chapter 21
Beech & Chadwick - chapter 22
4th Apr

Week 12

/ L12. Module review and evaluation / .Consolidation / take home themes / Consolidation / take home themes –submission

Assessments

Written assignments should be submitted Electronically.

Group Report (50%): Week 8

Students are asked to prepare and make a formal assessed presentation in small designated groups (no more than 4 students per group).

THEMES

Sports organisation,

Sports marketing

Media and sponsorship strategies

This presentation should be 1500 words in length or euivalent.

Individual report (50%): Week 13

Individually, students are asked to prepare a 1500 word report which addresses the following, drawing upon relevant theoretical arguments and wider examples of practice, and linking them to the case studies used for this module:

THEMES

Evaluating marketing strategies

Nonsports organisations

Designated consumer population

STUDENTS ARE ADVISED THAT THE MINIMUM PASS MARK FOR THIS MODULE IS AN AVERAGE OF 40%, WITH NO SINGLE COMPONENT AT LESS THAT 35% (I.E. EXAM OR COURSEWORK)

Individual essayassessment markingcriteria

ALL STUDENTS MUST ALSO SUBMIT THEIR ASSIGNMENT COMPLETE WITH THIS COVER ELECTRONICALLY. PLEASE CONSULT YOUR MODULE HANDBOOK FOR HELP WITH THIS REQUIREMENT

STUDENT NAME
MODULE: / M2N820576 Sports Marketing
ASSIGNMENT: / Assignment 1: Group Presentation (50%)
DATE OF SUBMISSION: / Week 8
WORD LENGTH / 1500 word maximum or equivalent

NOTE: ASSIGNMENTS EXCEEDING THE STATED WORD LENGTH BY MORE THAN 10% WILL BE DEDUCTED 10% FROM THE FINAL MARK AWARDED

Report assessment markingcriteria

ALL STUDENTS MUST ALSO SUBMIT THEIR ASSIGNMENT COMPLETE WITH THIS .COVER PAGE VIA THE GRADE CENTRE FUNCTION OF THE BLACKBOARD VLE FOR THIS MODULE. PLEASE CONSULT YOUR MODULE HANDBOOK FOR HELP WITH THIS REQUIREMENT

STUDENT NAME
MODULE: / M2N820576 Sports Marketing
ASSIGNMENT: / Assignment 2: Individual Report (50%)
DATE OF SUBMISSION: / Week 13
WORD LENGTH / 1500 word maximum

NOTE: ASSIGNMENTS EXCEEDING THE STATED WORD LENGTH BY MORE THAN 10% WILL BE DEDUCTED 10% FROM THE FINAL MARK AWARDED

ASSIGNMENT CRITERIA / WEIGHTING (%) / ACTUAL MARK (%)
Presentation / 10
Direction, coverage and sequencing / 15
Depth and breadth of theoretical understanding / 20
Use of relevant examples/evidence / 20
Standard of analytical and evaluative discussion / 25
Conclusions / 10
PENALTY FOR EXCEEDING WORD COUNT BY 10% / (-10%)
Feedback:
Final Mark: ___%
MARKED BY:
DATE MARKED:
0-29% / 30-39% / 40-49% / 50-59% / 60-69% / 70%+
Structure
Relevance / Little or no relevance to the assignment. / Response lacks relevance to the assignment / Attempts have been made to respond but this is limited in its scope / Response almost fully adheres to the assignment but loses focus in places / Response adheres to elements of the assignment but some key areas could be developed. / Response adheres fully to all elements of the assignment
Sequencing / Very poorly structured, missing key components. / Under developed and poorly structured response / Attempts have been made to structure response but fails to fully support it / Structure is satisfactory although further development may have enhanced / Well structured and well written with only minor faults. / Well written, providing a well developed and structured argument
Knowledge and Understanding
Theory / Little or no theoretical material used. / Little understanding shown / Some understanding but without clear links to purpose of response / Sound discussion of relevant theory (some small mistakes evident) with some linkage to purpose of response / Solid discussion of relevant theory and consistent links to purpose of response / Full and precise understanding of theory demonstrated with sufficient depth to underpin response
Practical Application / No attempt to link theory to practical application. / Very limited attempt to integrate theory with practical application / Limited attempt to integrate theory with practice / Makes linkage between theory and practice using examples where required but could be further developed / Good links between theory and practice. Minor omissions or poor choice of example in places possible. / Demonstrates clear links between theory and practice using relevant examples where appropriate
Use of Evidence
Range of Materials Used / Little or no appropriate supporting material used. / Limited range of materials used. / Attempts have been made to expand on course materials but this is limited / Reasonable attempts have been made to use materials other than those required of the module although in places lack relevance to purpose of the response / Uses a good range of materials including non-course readings, links well to purpose of response. / Wide range and scope of materials used which are relevant to the point being made
Originality / Reflection / Stated positions unsupported or no clear position developed. / Little evidence to support stated position / Stated position based on evidence / States and defend position using evidence in places / States and defends position throughout using appropriate evidence. / Imaginative and demonstrating originality
Analysis and Evaluation
Analysis / Purely descriptive with no real attempt to make analytical points. / Lacks analysis, overly descriptive / Some attempts made to make analytical points although this is limited / Reasonable level of analysis demonstrated / Good level of analysis demonstrated. / High level of analysis made with analytical points being highly relevant to the response
Limitations / No consideration. / Some consideration but not expressed well. / Some identified / Some identified with possible solutions presented / Limitations considered and discussed with appropriate solutions offered. / Clear understanding demonstrated
Critical Reflection / No reflection evident on points being made. / Little attempt made to reflect upon points being made / Some attempts made to reflect upon position although this is limited / Reasonable level of critical reflection demonstrated / Good level of critical reflection demonstrated / High level of critical reflection demonstrated, this has been well thought out and is highly relevant to the response
Conclusions
Conclusion / No conclusions / Brief conclusion, limited in scope. / Summarises main points made / Attempts to draw valid conclusions from response and offers level of critique / Valid conclusions drawn and a good critique offered in response to assignment. / Draws valid conclusions from throughout response and demonstrates full critique of the points made
Recommendations (where applicable) / No recommendations / Only limited attempts to recognise flaws or offer improvement. / Acknowledges flaws but fails to address them / Shows some understanding and critique of points made and offers some recommendations as to how they may be overcome / Good understanding displayed and good recommendations made to overcome critique. / Demonstrates a full appreciation of limitations and offers comprehensive recommendations as to how these may be resolved

ESSENTIAL READING –In this specific module, readings for each week will be all available on the blog. There is a set book for this module. Readings marked with ‘PDF’ , are Journal articles that have been make available for you.

SET BOOK

Beech, S & Chadwick, J (eds) (2007) – The marketing of sports. London. FT Pearson

OTHER BOOKS

Amis, J & Cornwall, B (eds.) (2005) Global Sports Sponsorship. Berg.

Armstrong, A; Kotler, P; Harker, M & Brennan, R (2009) Marketing an Introduction, London: Pearson.

Baines, P; Fill, C & Page, K (2008) Marketing Principles, Oxford: Oxford University Press.

Beech, J and Chadwick, S (2004) the Business of Sport Management. New Jersey: Prentice Hall.

Chadwick, S & Beech, J (eds.) (2007) The Marketing of Sports. London: FT Pearson.

Ferrand, A & McCarthy, S (2008) Marketing the Sport Organisation, London: Routledge.

Ferrand, A & Torrigiani, L (2005) Marketing of Olympic Sport Organisations, Champaign: Human Kinetics.

Ferrand, A; Torrigiani, L & Povill, AC (2006) Routledge Handbook of Sports Sponsorship, London: Routledge.

Futre, D (2010) Case Studies in Sport: Business, Management and Marketing, London: Routledge.

Girginov, V (ed.) (2010) the Olympics, London: Routledge.

Gratton, C & Taylor, P (2000) The Economics of Sport and Recreation, London: Routledge.

Kotler, P (2003) Marketing Management, New Jersey: Prentice Hall.

Lagae, W (2004) Sport Sponsorship and Marketing Communications: A European Perspective. London: FT Prentice Hall.