Бакалавриат 2022/2023

Спортивный маркетинг

Статус: Курс по выбору (Маркетинг и рыночная аналитика)

Направление: 38.03.02. Менеджмент

Кто читает: Департамент маркетинга

Где читается: Высшая школа бизнеса

Когда читается: 4-й курс, 3 модуль

Формат изучения: без онлайн-курса

Охват аудитории: для своего кампуса

Преподаватели: Рутберг Гарий Борисович

Язык: английский

Кредиты: 3

Контактные часы: 30

Course Syllabus

Abstract

Today, the sports industry requires people with sports marketing skills. Organizations want your experience to strengthen and expand the customer base, and teams want to expand their fan base, attract new sponsors to their sports, create strong programs with existing sponsors, make fan conventions and other events. Sports facilities tend to attract advertisers. A wide range of companies recognizes the value of sports relations in positioning and building their brands in their relationship with consumers. Sport creates the main value - emotion. The emotional perception of the brand by consumers is much brighter and more stable than rational This course allows you to gain general knowledge about the specifics of marketing in the sports industry. The course is aimed at learning how to use knowledge in the field of management, marketing, sociology in relation to sports and near-sports events. The academic discipline Sports marketing covers issues of branding, strategic marketing, pricing, consumer behavior, promotion and advertising, as well as activities in the field of public relations. The course is important in the student's learning system. The program will teach you to understand the issues of branding, marketing communications, effectively solve complex issues of organizing marketing events. Students who have mastered the discipline acquire knowledge in the field of impression marketing, in the field of both strategic and operational marketing, brand management. The course involves testing theoretical knowledge through writing a written test, the final defense of the project, the final written exam, monitoring the formation of knowledge, skills and abilities throughout the course. The study of the discipline is based on the following courses: Marketing

Learning Objectives

• Familiarization of listeners with the principles of analysis of strategic interactions of several subjects: fans, sponsoring companies, government agencies, mass media, managers of sports facilities.
• Formation of practical skills for analyzing real cases in the sports industry.
• Formation of students' conceptual understanding of the term "sports marketing" and the main marketing concepts, segmentation, marketing mix, 4P, market orientation, etc.
• Formation of the necessary professional competencies that will allow planning, implementing and evaluating the effectiveness of various marketing strategies/plans, as well as assessing their long-term impact on the further development of the activities of sports marketing entities

Expected Learning Outcomes

• Defines all stages of the evolution of the sports marketing concept and describes the characteristics of demand, market orientation and available channels of communication with consumers at each stage.
• Provides examples of the use of sports marketing strategies by companies and explains the choice of the appropriate strategy
• Determines the appropriate metrics for managing the marketing complex, taking into account the strategic goals and objectives of the sports marketing entity, measures them
• Explains the significance of the influence of the sponsorship of an athlete and/or event on the promotion of products and/or brand
• Determines the effectiveness of sponsorship of athletes and events
• Understands the basics of organizing sports events
• Explains the role of Mass Media and Personal communications in the sports marketing system
• Defines the advertising tools for brand promotion at a sports event and the sports event itself
• Recognizes ethical issues of sports marketing

Course Contents

• Introduction to Sports marketing.
• Sports marketing product. Buyers and sellers in the sports marketing market
• Strategic triangle and quadrilateral of a sporting event
• Interaction with fans in sports
• Sports communication: press releases, special events for the media, , public relations.
• Sports communication: social networks, crisis communication, communication with celebrities
• Product strategy of a sporting event
• Ethical problems of marketing in the field of sports
• Final protection of projects

Assessment Elements

• Final protection of the project
  The Proctoring system is used
• Written exam
  The Proctoring system is used
• Interim project protections
• Intermediate test

Interim Assessment

• 2022/2023 3rd module
  0.4 * Written exam + 0.4 * Final protection of the project + 0 * Interim project protections + 0.2 * Intermediate test

Bibliography

Recommended Core Bibliography

• Miller, R. K., Washington, K. D., & Richard K. Miller & Associates. (2019). Consumer Behavior 2019-2020: Vol. 13th edition. Richard K. Miller & Associates.

Recommended Additional Bibliography

• John Beech, & Simon Chadwick. (2006). The Marketing of Sport. Financial Times/ Prentice Hall.