Objectives and competences
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,
• develop the ability to integrate environmental aspects into digital sports marketing.
Content (Syllabus outline)
• marketing strategies in the field of sport,
• marketing of the service in sport,
• marketing of sport products,
• sponsorship,
• donorship,
• foundation,
• marketing plan for sport organization,
• role of the sport marketing,
• sport brand management,
• the green consumer: how digital trends and environmental factors intersect in sports marketing,
• examples of digital campaigns promoting sustainable sport events.
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
1. Vukovič, G., & Završnik, B. (2010). Marketing (str. 179). Moderna organizacija.
2. Kennedy, M. N. (2008). Product development for the lean enterprise: why Toyota’s system is four times more productive and how you can implement it (str. 254). Oaklea Press.
3. Shank, G. D. (2006). Qualitative research: a personal skills approach (2nd ed., str. XVIII, 247). Pearson.
4. Radonjič, D., & Iršič, M. (2006). Raziskava marketinga (str. 635). GV založba.
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 • Written exam (70%)
• seminar paper (30%)
Note:
(Written 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%).
