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

IntroductionThis 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.uk0141 331 8485

Aaron McIntosh (M306)A.mcintosh@gcal.ac.uk01413313263

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 JanWeek 1

L1. Principles of sports marketing

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

‘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

Beech & Chadwick (2007) - the marketing of sports Chapter 1

Shank (2009) –Sports marketing Chapter 1

Fullerton –Sports marketing -conceptual framework - PDF

24th JanWeek 2

L2. Modelling and stakeholders

SKY TELEVISION – Defining the brandHow does sport differ from other forms of entertainment?

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

Borland –Demand for sport - PDF

Rosen – Labour markets – PDF

Goddard –Economics of sport - PDF

31st JanWeek 3

L3. Sports branding

ADIDAS – 1. Identify the range of products and marketing tools used by this company.

2. TIGER WOODS – bring evidence of his brand concept

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.188Using the above framework - Provide evidence

Mason -sports products – PDF

Cave – Sports rights and broadcast industry - PDF

Ferrand – Image and creation of value – PDF

Examine the extent and reliance on media from a well known sports organisation and Identify those products which consumers demonstrate high degrees of brand loyalty. why you think loyalty is so high?

Smith - reimaging the city - PDF

7th FebWeek 4

L4. Understanding the consumer Parts A & B

A. Researching – NIKEB. Consumer - NIKE

Present evidence from NIKE and discuss fan identification and how their products sell.

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

Ferrand – Image and creation of value – PDF

Shank (2009) - chapter 3

14th FebWeek 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

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) -

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

McDonald –sport participant and spectator markets - PDF

Bush -Girl power and sports markets – PDF

Beech & Chadwick (2007) – chapter 5

21st FebWeek 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).

Cave – Sports rights and broadcast industry – PDF

Beech & Chadwick (2007) – chapter 2

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 FebWeek 7

L7. Sponsorship PDP SESSIONSPORTSCOTLANDIdentify 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)

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

Beech & Chadwick (2007) – chapter 13

Amis –sport sponsorship -PDF

Fort – US & European sports markets differences – PDF

7th MarWeek 8

L8. Assessment presentation time

Assessment presentation time Assessment presentation time

14th MarWeek 9

L9. Implementing and controlling the strategic sports marketing context

LOCAL SPORTS ORGANISATIONS– review of 3rd sector and charity case studies. How effectively are they using sports marketing principles – bring evidence to

Examine the difficulties facing minority sporting organisations with regards to successful marketing.By discussing possible strategies, students should outline their ‘ideal’ solution to better

Fullerton –Sports marketing -conceptual framework - PDF

Shank (2009) – Sports marketing chapter13

Possible field trip present

POSSIBLE FIELD TRIP

marketing for a named local organisation

POSSIBLE FIELD TRIP

21st MarWeek 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 MarWeek 11

L11. Sport markets in action

QUATAR – assess the sports marketing portfolio of this country and trace its progress from potential to actual international sports brand.

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.

Shank –chapter 2

Beech & Chadwick – chapter 21

Beech & Chadwick - chapter 22

4th AprWeek 12

L12. Module review and evaluation

.Consolidation / take home themes Consolidation / take home themes –submission

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).

THEMESSports 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:

THEMESEvaluating 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 criteriaALL STUDENTS MUST ALSO SUBMIT THEIR ASSIGNMENT COMPLETE WITH THIS COVER ELECTRONICALLY. PLEASE CONSULT YOUR MODULE HANDBOOK

FOR HELP WITH THIS REQUIREMENTSTUDENT NAME

MODULE: M2N820576 Sports MarketingASSIGNMENT: Assignment 1: Group Presentation (50%)DATE OF SUBMISSION: Week 8WORD 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 10Direction, coverage and sequencing 15Depth and breadth of theoretical understanding 20Use of relevant examples/evidence 20Standard of analytical and evaluative discussion 25Conclusions 10PENALTY FOR EXCEEDING WORD COUNT BY 10% (-10%)

Feedback:

Final Mark: ___%

MARKED BY:

DATE MARKED:

Report assessment marking criteriaALL 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 REQUIREMENTSTUDENT NAME

MODULE: M2N820576 Sports MarketingASSIGNMENT: Assignment 2: Individual Report (50%)DATE OF SUBMISSION: Week 13WORD 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 10Direction, coverage and sequencing 15Depth and breadth of theoretical understanding 20Use of relevant examples/evidence 20Standard of analytical and evaluative discussion 25Conclusions 10

PENALTY FOR EXCEEDING WORD COUNT BY 10% (-10%)Feedback:

Final Mark: ___%

MARKED BY:

DATE MARKED:

0-29% 30-39% 40-49% 50-59% 60-69% 70%+Structure

Relevance 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

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

Sequencing 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

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

Knowledge and Understanding

Theory Little or no theoretical

material used.

Little understanding

shown

Some understanding

but without clear links to purpose

of response

Sound discussion of relevant theory

(some small mistakes evident) with some linkage

to purpose of response

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

Practical Application

No attempt to link theory to practical

Very limited attempt to

Limited attempt to integrate

Makes linkage between theory

Good links between theory

Demonstrates clear links between theory and practice

application.integrate theory

with practical application

theory with practice

and practice using examples where

required but could be further developed

and practice. Minor omissions or

poor choice of example in places

possible.

using relevant examples where appropriate

Use of Evidence

Range of Materials

Used

Little or no appropriate supporting

material used.

Limited range of materials used.

Attempts have been made to

expand on course materials but this is limited

Reasonable attempts have

been made to use materials other

than those required of the

module although in places lack relevance to

purpose of the response

Uses a good range of materials

including non-course readings,

links well to purpose of response.

Wide range and scope of materials used which are relevant to the point being

made

Originality / Reflection

Stated positions unsupported or no

clear position developed.

Little evidence to support stated

position

Stated position based on evidence

States and defend position using

evidence in places

States and defends position throughout using

appropriate evidence.

Imaginative and demonstrating originality

Analysis and Evaluation

AnalysisPurely descriptive

with no real attempt to make analytical points.

Lacks analysis, overly descriptive

Some attempts made to make

analytical points although this is

limited

Reasonable level of analysis

demonstrated

Good level of analysis

demonstrated.

High level of analysis made with analytical points being

highly relevant to the response

Limitations No consideration.

Some consideration but

not expressed well.

Some identified

Some identified with possible

solutions presented

Limitations considered and discussed with

appropriate solutions offered.

Clear understanding demonstrated

Critical Reflection

No reflection evident on points

being made.

Little attempt made to reflect

upon points being made

Some attempts made to reflect upon position

although this is limited

Reasonable level of critical reflection

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

Conclusions

Conclusion No conclusions Brief conclusion, limited in scope.

Summarises main points

made

Attempts to draw valid conclusions

from response and offers level of

critique

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

Recommendations (where applicable)

No recommendations

Only limited attempts to

recognise flaws or offer improvement.

Acknowledges flaws but fails to address them

Shows some understanding and critique of points made and offers

some recommendations

as to how they may be overcome

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 BOOKBeech, 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.