Business Administration, Marketing of Sports and Events, 7.5 credits

Learning outcomes

Knowledge and Understanding

After the completion of the course, the student should, within the context of sports marketing and marketing of non-sporting events (for example concerts), be able to give an account of, and discuss:

• the profit and nonprofit background and organization of sports, sport events and non-sporting events, as well as current trends
• the necessary theoretical and analytical concepts relevant to the field
• the difference between the use of sports, teams and events for marketing, and the use of marketing of sports, teams and events
• demands of various stakeholders (for example, participants, event organizers, media, fans and sponsors) in elite and recreational sport, as well as in for example music festivals and other non-sporting events, and how demands can be accessed
• how marketer-controlled channels, PR/media and social networks are tools for branding operations promoting sports, teams, celebrities and events
• the importance of sponsorships and endorsements and identify corporate objectives that can be achieved through these.

Competence and Skills

After the completion of the course, the student should be able to:

• segment and plan for marketing operations that target objectives of multiple stakeholders
• apply the concept of brands in sport, and in sporting and non-sporting events, and appreciate the consequences of brand equity, as well as plan, organize, carry out and systematically evaluate a sport and/or event brand-communication campaign
• develop a sponsorship and endorsement program of a sport product, or a non-sporting event (for example a music festival).

Judgment and Approach

After the completion of the course, the student should be able to:

• demonstrate the ability to identify marketing problems in the world of sport and in non-sporting events, respectively, with support from the literature, and identify the need for further knowledge
• demonstrate skills to critically evaluate, and systematically learn from, the marketing operations in the sporting and event industries
• critically assess both the sponsors' and sponsorees' perspective in marketing of products through sports and events, as well as, to demonstrate awareness of ethical aspects of sponsorships and endorsements.

Content

The course will deal with the following:

• The environment of sport and events at the intersection of profit and nonprofit, and how the context-specific aspects and trends of marketing and business functions in sport can be analyzed. It involves analyzing the spectrum of sport/event products and the critical roles of various stakeholders (for example, athletes, event organizers, media, fans and sponsors).
• How to deal with segmentation, targeting and communication operations in relation to various stakeholders
• Creating a brand (of for example an individual, a team, or a sporting/non-sporting event); involves strategies for planning and telling a brand story via relevant marketing channels (marketer-controlled channels, PR/media, and social networks).
• Sponsorship-linked marketing intended to create win-win benefits to sponsors and sponsorees.

Examinations and grades

Workshops, 0.5 credits (Code: A001)
Grades used are Fail (U) or Pass (G).

Group Work Project, 3 credits (Code: A002)
Grades used are Fail (U) or Pass (G).

Written Examination, 4 credits (Code: A003)
Grades used are Fail (F), Sufficient (E), Satisfactory (D), Good (C), Very Good (B) or Excellent (A).

According to the Higher Education Ordinance, Chapter 6, Section 18, a grade is to be awarded on the completion of a course, unless otherwise prescribed by the university. The university may determine which grading system is to be used. The grade must be determined by a teacher specifically nominated by the university (the examiner).

In accordance with university regulations on grading systems for first and second-cycle courses and study programmes (Vice-Chancellor’s decision ORU 2018/00929), one of the following grades is to be used: fail (U), pass (G) or pass with distinction (VG). For courses included in an international master’s programme (60 or 120 credits) or offered to the university’s incoming exchange students, the A to F grading scale is to be used. The vice-chancellor, or a person appointed by them, may decide on exceptions from this provision for a specific course, if there are special grounds for doing so.

The grades used on this course are Fail (F), Sufficient (E), Satisfactory (D), Good (C), Very Good (B) or Excellent (A).

Comments on grades

To receive Sufficient (E), Satisfactory (D) or Good (C) for the course, the student must receive Sufficient (E), Satisfactory (D) or Good (C) on the written examination, and Pass on all other examination parts of the course.

To receive Very Good (B) or Excellent (A) for the course, the student must receive Very Good (B) or Excellent (A) on the written examination, and Pass on all other examination parts of the course.

Modes of assessment

Workshops, 0.5 credits (Code: A001)

Group Work Project, 3 credits (Code: A002)

Written Examination, 4 credits (Code: A003)

For students with a documented disability, the university may approve applications for adapted or other modes of assessment.

For further information, see the university's local examination regulations.

Specific entry requirements

General entry requirements for university studies.

For further information, see the university's admission regulations.

Other provisions

The written examination can be written in English or Swedish. All other examination parts are to be made in English.

Students who have been admitted to and registered on a course have the right to receive tuition and/or supervision for the duration of the time period specified for the particular course to which they were accepted (see, the university's admission regulations (in Swedish)). After that, the right to receive tuition and/or supervision expires.

Reading list and other learning resources

Required Reading

Fetchko, Michael J, Donald P. Roy, and Kenneth E. Clow (Latest edition)
Sports Marketing
Pearson, 501 pages

Additions and Comments

Additional literature: Case reports, book chapters on non-sporting events, news articles, research papers and periodicals (up to 400 pages)