You are here

Marketing

Marketing

Code: MAR1SP001

Extent: 30 ECTS

Timing: I year autumn – II year spring

Language: English

Level: Advanced Professional Studies

Type: Compulsory

 

Learning Outcomes:

Content:

  • Sport Marketing, history, present and the future

  • Elite and grassroots sport marketing

  • Marketing Planning

  • Marketing Through Sport and Modern Sponsoring

  • Event Marketing

  • Athlete, Branding and Brand Management

  • Sport as a Media Product and Sport Event Communication

  • International Sport Marketing and the Future of Sport Marketing

Cooperation with the Business Community:

  • Visiting lecturers and cases from local and global partners. Close co-operation and exercises with students’ own job including the final paper/report for the course

International Dimension:

  • Visiting lecturers and cases in classroom, including 2 times international future of sport marketing seminar.

Teaching and Learning Methods:

  • Lectures 80 h, Case studies, hands-on work with own broad marketing project (final paper/report), individual work (sport marketing report) 160 h

     

Teachers Responsible: Vili Nurmi, Risto Rasku and Kari Puronaho

Course Materials:

  • Smith, A.C.T. 2008. Introduction to Sport Marketing. Sport Management Series. pp. 326. Andreasen, A.R. & Kotler, P. 2008. Strategic Marketing for Nonprofit Organizations. Seventh Edition. Pearson Publishers. pp. 504. Baron, S., Harris, K. & Hilton, T. 2009. Services Marketing. Text and Cases. Third Edition. Palgrave & McMillan. pp. 358. Baron, S., Harris, K. & Hilton, T. 2009. Services Marketing. Text and Cases. Third Edition. Palgrave & McMillan. pp. 358. Moore, M.E., Zemanek, J.E. & Kros J. 2011. Corporate Sport Marketing. Fetchko, Roy & Clow, 2012 Sports Marketing

Assessment Criteria:

5 (Excellent) The student knows and can critically evaluate sport organizations marketing strategies and activities in terms of theories, core concepts and methods. The student can synthesize a number of different theories to each other. He /she can apply the knowledge and theories in the subject area. The student masters the broad range of practical skills, which appear as the ability to take advantage of knowledge and to discover new creative solutions. The student shows he/she is capable of managing diverse professional tasks or projects and problem situations. The student shows his/her ability to work independently as an expert in the field of sport marketing, and the ability to make decisions and innovative solutions in unpredictable business environments. The student participates in co-operation by taking part in group work interactively. He/she is committed to group work and to taking care of others success. The student has a positive attitude. He/she is able to evaluate and develop his/her own know-how in a critically and diverse way. The student takes responsibility for the development of the individual and the group.
4 (Very Good) The students knows and can evaluate the sport organizations marketing strategies and activities in terms of theories, core concepts and methods. The student can relate different information to each other. He /she can apply the knowledge and theories in the subject area. The student masters the broad range of practical skills, which appear as the ability to work independently in projects or as an expert in the field of sports marketing. He/she displays his/her ability to solve complex problems in the field. The student participates in co-operation by taking part interactively. He/she is committed to co-operate. He/she is able to evaluate and develop his/her own know-how in a critically and diverse way.
3 (Good) The student has wide knowledge of the core concepts, theories and methods of the sport marketing. He/she can combine many different types of information. The student masters the practice of basic and special skills which is needed for working independently. He/she displays his/her ability to solve complex problems in the area of sport organizations’ marketing plans and activities. The student participates in co-operation quite actively and diverse way. He/she can evaluate his/her own know-how in a realistic way.
2 (Satisfactory) The student partly recognizes the core concepts, theories and methods of sports marketing. The student knows the basic practical skills which he/she needs in familiar circumstances. The student sometimes participates in group work. He/she has flaws in his/her self-assessment.
1 (Sufficient) The student partly recognizes the core concepts and/or methods of sports marketing. He/she has poor knowledge needed to work in the field of sport marketing in media, so he/she needs guidance in his/her work. The student sometimes participates in group work. He/she cannot evaluate him/herself.
0 (Fail) The student does not perceive the core concepts, theories or methods of sports marketing. The student does not have the ability to work in the field of sport marketing in according to the know-how she or he has shown. The student is not able to fluently co-operate. He/she cannot evaluate him/herself.