Objectives and competences
- Knowledge of the general marketing positions and the importance of marketing in sport
Ability to work in the marketing department
Basic knowledge in marketing,
Ability to analyze and synthesize
The ability to use knowledge in practice
The ability to further learning
Commitment to the marketing code of ethics
Content (Syllabus outline)
Marketing strategies in the field of sport
- Marketing of the service in sport
- Marketing of sport products
- Spozorship
- Donership
- Foundation
- Marketing plan for sport organization
- New rolle of the ssport marketing
- Sport brand management
Learning and teaching methods
• lectures,
• tutorial,
• discussions,
• individual work,
• group work,
• solving e-tasks.
Intended learning outcomes - knowledge and understanding
After successful completion of the course, the student will be able to:
• list and describe theoretical concepts of marketing,
• prepare the vision for the sale of a sports product or service,
• use the basic marketing approaches,
• make marketing reports,
• effectively use marketing communication,
• transmit marketing knowledge to co-workers.
Readings
- VUKOVIČ, Goran, ZAVRŠNIK, Bruno. Marketing. Kranj: Moderna organizacija, 2010. 179 str., ilustr. ISBN 978-961-232-244-1. [COBISS.SI-ID 252767488]
- VUKOVIČ, Goran, KREGAR BRUS, Aleksandra. Management blagovnih znamk, (Strokovne in znanstvene monografije VKŠ). 1. izd. Celje: Visoka komercialna šola, 2008. 212 str., ilustr. ISBN 978-961-6603-71-3. [COBISS.SI-ID 242120192]
- VUKOVIČ, Goran, ZAVRŠNIK, Bruno. Obvladovanje prodaje, (Zbirka Učbeniki VKŠ, Magistrski študij). 2. izd. Celje: Visoka komercialna šola, 2008. 211 str., ilustr., tabele. ISBN 978-961-6603-61-4. [COBISS.SI-ID 241165056
- Keller, K. L. (najnovejša izdaja). Strategic Brand Management. Upper Saddle River, N. J., London…: Prentice-Hall.
- Kapferer, J.-N. (najnovejša izdaja). The New Strategic Brand Management. London: Kogan Page.
- Armstrong, Gary, in Philip, Kotler. 2005. Marketing: An Introduction. New Jersey: Prentice Hall. (priporočeno študijsko gradivo)
Prerequisits
Student is going to:
• know basic marketing standpoint,
• understand the importance of sport marketing,
• understand how does the marketing service function,
• know peculiarities of sport marketing,
• understand the analysis and synthesis within establishing the preferences of fans,
• understand the importance of good practices.
Additional information on implementation and assessment • oral examination 70 %
• case study / seminar work 30 %
(oral examination can be substituted with 2 half term exams/colloquiums (35 % each).) 2 half term exams/colloquiums must be positively assessed (the student must achieve at least 51%).
