Lesson Plan
Module
Sport Marketing
Notional Hours
Purpose of
Module
Semester
No. of Credits
12
Contact Hours
13
The purpose of this module is to provide students with an applied understanding of marketing within a sporting
context, including marketing research, the planning process and marketing mix, as well as being cognisant of factors
that will allow students to market a variety of sport products.
2
Year
2013
Module Outcomes
On successful completion of this module, you should be able to:
MO1 Differentiate between marketing and sport marketing.
MO2 Demonstrate sound knowledge and understanding of the marketing mix within a sporting context.
MO3 Demonstrate sound knowledge and understanding of the process of market research in a sporting context.
MO4 Demonstrate sound knowledge and understanding of the marketing planning process in a sporting context.
MO5 Apply the principles and processes of marketing to sport products.
MO6 Demonstrate sound knowledge and understanding of consumer behaviour with regards to sports products.
MO7 Explain the role of the media in the marketing of sport.
Week and
Date
1
Learning Area
Orientation to Marketing
Learning Unit and Outcomes/ learning objectives
L.U. Outcome/ Learning Objectives
1
Objectives:
29/07-02/08
o The role of product as an instrument in marketing;
o The role of price as an instrument in marketing;
o The role of promotion as an instrument in marketing;
o The role of distribution as an instrument in marketing.
SESSIONS
1
2
Week and
Date
2
TOPIC
 Marketing and Sport Marketing
 The Gaps between the Business and its
Customers
 Finding Out Who Your Customer Will
Be
PAGES/ CONTENT
Txt
1-9


Txt
9-16
Competitive Edge
Marketing Strategy
Learning Area
Getting and Using Marketing Information
MG
13-15
IN- CLASS ACTIVITIES
Discussion
Student participation
Mind Maps
Scenarios and examples
OUTSIDE - CLASS ACTIVITIES
Assignment prep
Test prep
Discussion
Student participation
Mind Maps
Scenarios and examples
Revision exercise
Assignment prep
Test prep
MG
16
Learning Unit and Outcomes/ learning objectives
L.U. Outcome/ Learning Objectives
2
Objectives:
05/08-08/08
s of secondary
information.
SESSIONS
1-2
TOPIC
 Marketing Research
PAGES/ CONTENT
Txt
20-35
MG
20-23
Week and
Date
3
Learning Area
Choosing to Whom to Market: Pinpointing
the Target Market
IN- CLASS ACTIVITIES
Discussion
Student participation
Mind Maps
Scenarios and examples
Q&A
OUTSIDE - CLASS ACTIVITIES
Revision exercise
Assignment prep
Test prep
Learning Unit and Outcomes/ learning objectives
L.U. Outcome/ Learning Objectives
3
Objectives:
12/08-16/08
Explain the segmentation process.

SESSIONS
1
2
TOPIC
 Mass Marketing or Market
Segmentation
 The Advantages and Disadvantages of
Segmentation
 Three (3) Approaches to Market
Segmentation
PAGES/ CONTENT
Txt
42-50



Txt
50-60

Segmenting the Consumer Market
Segmenting Organisational Markets
What Criteria Do the Segments Have to
meet to be Useful?
Positioning Yourself in the Marketplace
MG
25-26
MG
26-28
IN- CLASS ACTIVITIES
Discussion
Student participation
Mind Maps
Scenarios and examples
OUTSIDE - CLASS ACTIVITIES
Assignment prep
Test prep
Discussion
Student participation
Mind Maps
Scenarios and examples
Q&A
Revision exercise
Assignment prep
Test prep

Week and
Date
4
The Process
Learning Area
The Marketing Mix: Product
ICE Task
Learning Unit and Outcomes/ learning objectives
L.U. Outcome/ Learning Objectives
4
Objectives:
19/08-23/08
d develop a product mix.
process.
SESSIONS
1
Week and
Date
5
TOPIC
 The Importance of Product Decisions
 The Product Concept
 Classification of Products
 The Product-Service Mix
 Product Decisions
 Branding and Trademarks
 Packaging
 Warranties
 Developing New Products
PAGES/ CONTENT
Txt
66-92
Learning Area
Learning Unit and Outcomes/ learning objectives
L.U. Outcome/ Learning Objectives
5
Objectives:
The Marketing Mix: Price
MG
29-34
IN- CLASS ACTIVITIES
Discussion
Student participation
Mind Maps
Scenarios and examples
Q&A
OUTSIDE - CLASS ACTIVITIES
Revision exercise
Assignment prep
Test prep
ICE Task
02/09-06/09
(3) basic pricing strategies.

SESSIONS
1
Week and
Date
6
TOPIC
 Pricing
 Factors Affecting Price
 Objectives of Pricing
 Deciding on the Basic Price Level
 Discounts
 Pricing for Industrial Markets
 Credit
PAGES/ CONTENT
Txt
99-123
Learning Area
Learning Unit and Outcomes/ learning objectives
L.U. Outcome/ Learning Objectives
6
Objectives:
The Marketing Mix: Place
MG
36-40
IN- CLASS ACTIVITIES
Discussion
Student participation
Mind Maps
Scenarios and examples
Q&A
OUTSIDE - CLASS ACTIVITIES
Revision exercise
Assignment prep
ICE Task
09/09-13/09
istribution channel.
SESSIONS
1
Week and
Date
7
TOPIC
 Distribution
 Choosing the Intensity of Distribution
 Types of Middlemen
 Channels of Distribution
 Factors Affecting the Selection of a
Distribution Channel
 Conflict in the Channel of Distribution
 Controlling the Channel
 Locating your Business
Learning Area
The Marketing Mix: Promotion
PAGES/ CONTENT
Txt
128-149
MG
41-44
IN- CLASS ACTIVITIES
Discussion
Student participation
Mind Maps
Scenarios and examples
Q&A
ICE Task
Learning Unit and Outcomes/ learning objectives
L.U. Outcome/ Learning Objectives
7
Objectives:
OUTSIDE - CLASS ACTIVITIES
Revision exercise
Assignment prep
16/09-20/09
nal mix.
SESSIONS
1
TOPIC
 Promotion
 Factors to Consider in Deciding on a
Promotion Mix
 The Objectives of Promotion
 Decide on a Target Audience
 Decide What to Tell the Target
Audience
 Draw up a Budget
 Decide on the Promotion Mix
 Implement and Measure Results
 Sales Promotion
 Publicity
 Personal Selling
Week and
Date
8
Learning Area
Advertising Your Small Business
techniques:
o Sales promotion;
o Publicity;
o Personal selling.
PAGES/ CONTENT
IN- CLASS ACTIVITIES
Txt
Discussion
156-176
Student participation
Mind Maps
MG
Scenarios and examples
45-54
Q&A
OUTSIDE - CLASS ACTIVITIES
Revision exercise
Assignment prep
Learning Unit and Outcomes/ learning objectives
L.U. Outcome/ Learning Objectives
8
Objectives:
23/09/27/09
vertising in the marketing
mix.
e use of the Internet in advertising.
SESSIONS
1
TOPIC
 Advertising
 Why Advertise?
 Where do I Start?




Week and
Date
11
Where do I Place My Ads?
Disruptive Solutions New Approaches
How Much Should I Spend?
How do I know if My Advertising
Worked?
 The Advertising Agency
 The Role of the Media in the Marketing
of Sport
Learning Area
The Marketing Plan: Putting it all Together
PAGES/ CONTENT
Txt
183-205
MG
56-61
why a marketing plan is useful.
TOPIC
 The Marketing Plan
 Writing the Marketing Plan
 Writing the Marketing Plan Cont.
PAGES/ CONTENT
Txt
211-220
MG
62-63
Sessions
1
OUTSIDE - CLASS ACTIVITIES
Revision exercise
Assignment prep
Exam prep
Learning Unit and Outcomes/ learning objectives
L.U. Outcome/ Learning Objectives
9
Objectives:
28/10-01/11
SESSIONS
1
IN- CLASS ACTIVITIES
Discussion
Student participation
Mind Maps
Scenarios and examples
Q&A
Learning Area
Revision
All areas
IN- CLASS ACTIVITIES
Discussion
Student participation
Mind Maps
Scenarios and examples
Q&A
Learning Unit and Outcomes
1-9
All outcomes
OUTSIDE - CLASS ACTIVITIES
Revision exercise
Assignment prep
Exam prep
In-class activities)
Discussion
Quiz
******* Normally change activities as time progresses