Module Handbook



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Module Handbook

Sport Marketing (M2N820576)

Module Leader: Robert Kielty

Division of Cultural Business (CB)

2010/11, Trimester B

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 Type Total Hours

Directed study 66.00

Assessment 20.00

Independant learning 72.00

Lectures 12.00

Practicals 10.00

Seminar 20.00

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)

Robert.Kielty@gcal.ac.uk

0141 331 8485

Aaron McIntosh (M306)

A.mcintosh@gcal.ac.uk

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 |L1. Principles of sports |Research workshop - Provide 5 recent examples of | |Beech & Chadwick (2007) - the marketing of sports |

|Week 1 |marketing |sports marketing that have been in the news and |‘Sport marketing is a necessary evil’ Beech and Chadwick ( |Chapter 1 |

| | |discuss how each one relates to our definition of |2007) –Read Chapter one and by referencing those ‘myths’ | |

| | |sport marketing |listed - discuss this statement referring to examples when |Shank (2009) –Sports marketing |

| | | |you think sport marketing has been appropriately / |Chapter 1 |

| | | |inappropriately used. Support your conclusions with evidence | |

| | | | |Fullerton –Sports marketing -conceptual framework |

| | | | |- PDF |

|24th Jan |L2. Modelling and stakeholders|SKY TELEVISION – Defining the brand |In small groups of 4, using a sport business of your own |Borland –Demand for sport - PDF |

|Week 2 | |How does sport differ from other forms of |choice, chart the development of how this business has used | |

| | |entertainment? |the marketing mix over the last 25 years and discuss how |Rosen – Labour markets – PDF |

| | | |techniques and strategies have changed over this period. | |

| | | |Using youtube or internet sources make a 5 minute |Goddard –Economics of sport - PDF |

| | | |presentation to the class | |

| | | | | |

|31st Jan |L3. Sports branding |ADIDAS – 1. Identify the range of products and |Aaker (1991) -‘brand equity does not just happen –its |Mason -sports products – PDF |

|Week 3 | |marketing tools used by this company. |creation, maintenance and protection need to be actively | |

| | | |managed. Further it involves strategic as well as tactical |Cave – Sports rights and broadcast industry - PDF |

| | |2. TIGER WOODS – bring evidence of his brand concept |programmes and policies’ Beech & Chadwick Chapter 10 p.188 | |

| | | |Using the above framework - Provide evidence from a well |Ferrand – Image and creation of value – PDF |

| | |Examine the extent and reliance on media |known sports organisation and Identify those products which | |

| | | |consumers demonstrate high degrees of brand loyalty. why you |Smith - reimaging the city - PDF |

| | | |think loyalty is so high? | |

|7th Feb |L4. Understanding the consumer| |Using the Marketing Research Process as your guide (Shank) - |Moutinho –Surf tribal & sports management – PDF |

|Week 4 |Parts A & B |Researching – NIKE |chapter 3 - You are interested in starting a preschool | |

| | |Consumer - NIKE |gymnastic/sport literacy franchise in a middle class suburban|Ferrand – Image and creation of value – PDF |

| | | |area. What is the broad problem facing you / what type of | |

| | |Present evidence from NIKE and discuss fan |research design do you recommend / what questions would you |Shank (2009) - chapter 3 |

| | |identification and how their products sell. |ask /create a questionnaire of your own. | |

| | | | | |

|14th Feb |L5. Understanding the consumer|CRICKET 20/20 Segmentation - provide evidence of|The family life cycle was a concept developed in the 60’s to |McDonald –sport participant and spectator markets -|

|Week 5 |parts C |market segmentation across it range of products. |describe how individuals progress through various life stages|PDF |

| | |Discuss its formation from 5 day test cricket in |or phases of their life ( Shank) - Chapter 6, p. 177) - | |

| | |terms of differing consumer markets | |Bush -Girl power and sports markets – PDF |

| | | |Through describing the above concept, provide evidence of how| |

| | | |sports products use this as a strategic tool. Select a |Beech & Chadwick (2007) – chapter 5 |

| | | |sports product and illustrate how YOUR current stage affect | |

| | | |your participation /behaviour/ loyalty towards this product | |

| | | | | |

|21st Feb |L6. Tools within sports |Health and Fitness Industry – ‘EVERYDAY ATHLETE’ | There is a widespread move by sporting organisations towards|Cave – Sports rights and broadcast industry – PDF |

|Week 6 |marketing |List and offer opinions on the various marketing |better data management concerning their customers, and with | |

| | |mediums utilised by this company |the emergence of new technologies, this process is now able |Beech & Chadwick (2007) – chapter 2 |

| | | |to be managed and developed by these organisations (Beech & | |

| | | |Chadwick Chapter 12). |Mason –the marketing of professional sports - PDF |

| | | | | |

| | | |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 | |

| | | | | |

|28th Feb |L7. Sponsorship | PDP SESSION | |Beech & Chadwick (2007) – chapter 13 |

|Week 7 | |SPORTSCOTLAND |Sponsorship is one of the key elements in the sports | |

| | |Identify those sporting products that benefit most |promotional mix and is used to support overall organisational|Amis –sport sponsorship -PDF |

| | |from sponsorship. |objectives, marketing goals and promotional strategies - | |

| | |Examine and present any sponsorship opportunities |Shanks (Chapter 11) |Fort – US & European sports markets differences – |

| | |used by sportscotland | |PDF |

| | | |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 | |

|7th Mar |L8. Assessment presentation |Assessment presentation time |Assessment presentation time | |

|Week 8 |time | | | |

| | | | | |

|14th Mar |L9. Implementing and |LOCAL SPORTS ORGANISATIONS– review of 3rd sector and |Examine the difficulties facing minority sporting |Fullerton –Sports marketing -conceptual framework |

|Week 9 |controlling the strategic |charity case studies. How effectively are they using |organisations with regards to successful marketing. |- PDF |

| |sports marketing context |sports marketing principles – bring evidence to |By discussing possible strategies, students should outline | |

| |Possible field trip |present |their ‘ideal’ solution to better marketing for a named local |Shank (2009) – Sports marketing chapter13 |

| | | |organisation | |

| | |POSSIBLE FIELD TRIP | | |

| | | |POSSIBLE FIELD TRIP | |

| | | | | |

| | | | | |

| |L10. Ethical and social |ENGLISH PREMIER LEAGUE FOOTBALL –MARKETING OF |Using Horner and Swarbrooke (Chapter 27) as a guide, Identify|Cave – Sports rights and broadcast industry – PDF |

|21st Mar |considerations |–review the many marketing facets of this global |ethical dilemmas which currently exist within the marketing | |

|Week 10 | |brand. |and promotion of the English Premier League. |Rowe –Sport and repudiation of global – PDF |

| | |Discuss the range of stakeholders involved. | | |

| | | |Produce a paragraph outlining any dilemma and discuss its |Horner & Swarbrooke – chapter 27 |

| | | |implications for all stakeholders involved | |

| | | | |Watt -Social impacts of Sydney Olympics - PDF |

| | | | | |

| | | | | |

|28th Mar |L11. Sport markets in action |QUATAR – assess the sports marketing portfolio of |Using resources at your disposal and with reference to the |Shank –chapter 2 |

|Week 11 | |this country and trace its progress from potential |academic framework from the module papers, discuss the | |

| | |to actual international sports brand. |importance of evaluating success within sport marketing. |Beech & Chadwick – chapter 21 |

| | | |Select perceived success stories from sporting organisations | |

| | | |and justify why marketing has been successful. |Beech & Chadwick - chapter 22 |

|4th Apr |L12. Module review and |.Consolidation / take home themes |Consolidation / take home themes –submission | |

|Week 12 |evaluation | | | |

| | | | | |

Assessments

Written assignments should be submitted Electronically.

1. 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.

2. 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

Non sports 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 essay assessment marking criteria

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

|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: | |

Report assessment marking criteria

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: | |

| |

|Relevance |Little or no relevance|Response lacks |Attempts have been |Response almost fully |Response adheres to |Response adheres fully to all |

| |to the assignment. |relevance to the |made to respond but |adheres to the |elements of the |elements of the assignment |

| | |assignment |this is limited in |assignment but loses |assignment but some | |

| | | |its scope |focus in places |key areas could be | |

| | | | | |developed. | |

|Sequencing |Very poorly |Under developed and |Attempts have been |Structure is |Well structured and |Well written, providing a well |

| |structured, missing |poorly structured |made to structure |satisfactory although |well written with only|developed and structured argument |

| |key components. |response |response but fails |further development |minor faults. | |

| | | |to fully support it |may have enhanced | | |

|Knowledge and Understanding |

|Theory |Little or no |Little understanding |Some understanding |Sound discussion of |Solid discussion of |Full and precise understanding of |

| |theoretical material |shown |but without clear |relevant theory (some |relevant theory and |theory demonstrated with sufficient|

| |used. | |links to purpose of |small mistakes |consistent links to |depth to underpin response |

| | | |response |evident) with some |purpose of response | |

| | | | |linkage to purpose of | | |

| | | | |response | | |

|Practical |No attempt to link |Very limited attempt |Limited attempt to |Makes linkage between |Good links between |Demonstrates clear links between |

|Application |theory to practical |to integrate theory |integrate theory |theory and practice |theory and practice. |theory and practice using relevant |

| |application. |with practical |with practice |using examples where |Minor omissions or |examples where appropriate |

| | |application | |required but could be |poor choice of example| |

| | | | |further developed |in places possible. | |

| |

|Use of Evidence |

|Range of |Little or no |Limited range of |Attempts have been |Reasonable attempts |Uses a good range of |Wide range and scope of materials |

|Materials Used |appropriate supporting|materials used. |made to expand on |have been made to use |materials including |used which are relevant to the |

| |material used. | |course materials but|materials other than |non-course readings, |point being made |

| | | |this is limited |those required of the |links well to purpose | |

| | | | |module although in |of response. | |

| | | | |places lack relevance | | |

| | | | |to purpose of the | | |

| | | | |response | | |

|Originality / |Stated positions |Little evidence to |Stated position |States and defend |States and defends |Imaginative and demonstrating |

|Reflection |unsupported or no |support stated |based on evidence |position using |position throughout |originality |

| |clear position |position | |evidence in places |using appropriate | |

| |developed. | | | |evidence. | |

| |

| |

| |

| |

|Analysis and Evaluation |

|Analysis |Purely descriptive |Lacks analysis, overly|Some attempts made |Reasonable level of |Good level of analysis|High level of analysis made with |

| |with no real attempt |descriptive |to make analytical |analysis demonstrated |demonstrated. |analytical points being highly |

| |to make analytical | |points although this| | |relevant to the response |

| |points. | |is limited | | | |

|Limitations |No consideration. |Some consideration but|Some identified |Some identified with |Limitations considered|Clear understanding demonstrated |

| | |not expressed well. | |possible solutions |and discussed with | |

| | | | |presented |appropriate solutions | |

| | | | | |offered. | |

|Critical Reflection |No reflection evident |Little attempt made to|Some attempts made |Reasonable level of |Good level of critical|High level of critical reflection |

| |on points being made. |reflect upon points |to reflect upon |critical reflection |reflection |demonstrated, this has been well |

| | |being made |position although |demonstrated |demonstrated |thought out and is highly relevant|

| | | |this is limited | | |to the response |

|Conclusions |

|Conclusion |No conclusions |Brief conclusion, |Summarises main |Attempts to draw valid|Valid conclusions |Draws valid conclusions from |

| | |limited in scope. |points made |conclusions from |drawn and a good |throughout response and |

| | | | |response and offers |critique offered in |demonstrates full critique of the |

| | | | |level of critique |response to |points made |

| | | | | |assignment. | |

|Recommendations |No recommendations |Only limited attempts |Acknowledges flaws |Shows some |Good understanding |Demonstrates a full appreciation of|

|(where applicable) | |to recognise flaws or |but fails to address|understanding and |displayed and good |limitations and offers |

| | |offer improvement. |them |critique of points |recommendations made |comprehensive recommendations as to|

| | | | |made and offers some |to overcome critique. |how these may be resolved |

| | | | |recommendations as to | | |

| | | | |how they may be | | |

| | | | |overcome | | |

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.

Masterman, G & Wood, E (2005) Innovative Marketing Communications: Strategies for the Events Industry, Harlow: FT Prentice Hall.

Mullin, BJ; Hardy, S & Sutton, WA (2007) Sport Marketing, Champaign: Human Kinetics.

Pitts, BG & Stotlar, D (2002) Fundamentals of Sport Marketing. Morgantown: Fitness Information Technology.

Rein, I; Kotlar, P & Shields, B (2006) The Elusive Fan. McGraw-Hill.

Robinson, L (2003) Managing Public Sport and Leisure Services, London: Routledge.

ESSENTIAL Shank, MD (2005) Sports Marketing: A Strategic Perspective. London: Prentice Hall.

Shilbury, D; Quick, S & Westerbeek, H (2001) Strategic Sport Marketing. Allen and Unwin.

Trenberth, L (ed.) (2003) Managing the Business of Sport, New Zealand: Dunmore Press.

Watt, D (2003) Sports Management and Administration. London: Routledge.

Westerbeek, H; Smith, A; turner, P; Emery, P; Green, C & Van Leeuwen, L (2006) Managing Sport Facilities and Events, London: Routledge.

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