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
Practicals
12.00
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
W/C
17th Jan
Week 1
24th Jan
Week 2
31st Jan
Week 3
L1. Principles of sports
marketing
L2. Modelling and
stakeholders
L3. Sports branding
WORKSHOP
Each seminar is student-led
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
SKY TELEVISION – Defining the
brand
How does sport differ from other forms of
entertainment?
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
SEMINAR
READINGS
Readings which will be provided are in bold
‘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
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
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
Beech & Chadwick (2007) - the
marketing of sports Chapter 1
Shank (2009) –Sports marketing
Chapter 1
Fullerton –Sports marketing conceptual framework - PDF
Borland –Demand for sport - PDF
Rosen – Labour markets – PDF
Goddard –Economics of sport - PDF
Mason -sports products – PDF
Cave – Sports rights and broadcast
industry - PDF
Ferrand – Image and creation of value
– PDF
Smith - reimaging the city - PDF
demonstrate high degrees of brand loyalty. why
you think loyalty is so high?
7th Feb
Week 4
L4. Understanding the
consumer Parts A & B
A. Researching – NIKE
B. Consumer - NIKE
Present evidence from NIKE and discuss
fan identification and how their products
sell.
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
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
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) -
McDonald –sport participant and
spectator markets - PDF
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
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.
Ferrand – Image and creation of value
– PDF
Shank (2009) - chapter 3
Bush -Girl power and sports markets –
PDF
Beech & Chadwick (2007) – chapter 5
Cave – Sports rights and broadcast
industry – PDF
Beech & Chadwick (2007) – chapter 2
Mason –the marketing of professional
sports - PDF
Comment on the role of media in this process.
Students should make a short 5 minute
presentation to the class
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)
Beech & Chadwick (2007) – chapter
13
Amis –sport sponsorship -PDF
Fort – US & European sports markets
differences – 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
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
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
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
4th Apr
Week 12
L11. Sport markets in
action
L12. Module review
and evaluation
QUATAR – assess the sports marketing
portfolio of this country and trace its
progress from potential to actual
international sports brand.
.Consolidation
/ take home themes
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.
Consolidation / take home themes –submission
Shank –chapter 2
Beech & Chadwick – chapter 21
Beech & Chadwick - chapter 22
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:
ASSIGNMENT:
DATE OF SUBMISSION:
WORD LENGTH
M2N820576 Sports Marketing
Assignment 1: Group Presentation (50%)
Week 8
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
Direction, coverage and sequencing
Depth and breadth of theoretical understanding
Use of relevant examples/evidence
Standard of analytical and evaluative discussion
Conclusions
PENALTY FOR EXCEEDING WORD COUNT BY 10%
Feedback:
Final Mark: ___%
10
15
20
20
25
10
(-10%)
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:
ASSIGNMENT:
DATE OF SUBMISSION:
WORD LENGTH
M2N820576 Sports Marketing
Assignment 2: Individual Report (50%)
Week 13
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
Direction, coverage and sequencing
Depth and breadth of theoretical understanding
Use of relevant examples/evidence
Standard of analytical and evaluative discussion
Conclusions
PENALTY FOR EXCEEDING WORD COUNT BY 10%
Feedback:
Final Mark: ___%
10
15
20
20
25
10
(-10%)
MARKED BY:
DATE MARKED:
0-29%
30-39%
40-49%
50-59%
60-69%
70%+
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
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
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
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
Uses a good
range of materials
including noncourse readings,
links well to
purpose of
response.
Wide range and scope of
materials used which are
relevant to the point being
made
States and
defends position
throughout using
appropriate
evidence.
Imaginative and demonstrating
originality
Structure
Relevance
Sequencing
Theory
Practical
Application
Range of
Materials
Used
Originality /
Reflection
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
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
Little or no
theoretical
material used.
Little
understanding
shown
No attempt to link
theory to practical
application.
Very limited
attempt to
integrate theory
with practical
application
Little or no
appropriate
supporting
material used.
Limited range of
materials used.
Stated positions
unsupported or no
clear position
developed.
Little evidence to
support stated
position
Knowledge and Understanding
Sound discussion
Some
of relevant theory
understanding
(some small
but without clear
mistakes evident)
links to purpose
with some linkage
of response
to purpose of
response
Makes linkage
between theory
Limited attempt
and practice using
to integrate
examples where
theory with
required but could
practice
be further
developed
Use of Evidence
Reasonable
attempts have
been made to use
Attempts have
materials other
been made to
than those
expand on
required of the
course materials
module although
but this is limited
in places lack
relevance to
purpose of the
response
Stated position
based on
evidence
States and defend
position using
evidence in places
Analysis
Limitations
Critical
Reflection
Conclusion
Recommendatio
ns (where
applicable)
Purely descriptive
with no real
attempt to make
analytical points.
Lacks analysis,
overly descriptive
No consideration.
Some
consideration but
not expressed
well.
No reflection
evident on points
being made.
Little attempt
made to reflect
upon points being
made
No conclusions
Brief conclusion,
limited in scope.
No
recommendations
Only limited
attempts to
recognise flaws or
offer improvement.
Analysis and Evaluation
Some attempts
made to make
Reasonable level
analytical points
of analysis
although this is
demonstrated
limited
Some identified
Some identified
with possible
solutions
presented
Some attempts
made to reflect
Reasonable level
upon position
of critical reflection
although this is
demonstrated
limited
Conclusions
Attempts to draw
Summarises
valid conclusions
main points
from response and
made
offers level of
critique
Shows some
understanding and
critique of points
Acknowledges
made and offers
flaws but fails to
some
address them
recommendations
as to how they
may be overcome
Good level of
analysis
demonstrated.
High level of analysis made
with analytical points being
highly relevant to the response
Limitations
considered and
discussed with
appropriate
solutions offered.
Clear understanding
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
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
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.
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.