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Regular version of the site
Bachelor 2020/2021

Sports Marketing

Type: Elective course (Marketing and Market Analytics)
Area of studies: Management
When: 4 year, 2 module
Mode of studies: distance learning
Instructors: Olga Kusraeva, Snezhana Muravskaia
Language: English
ECTS credits: 3

Course Syllabus


Today, there is a demand for people skilled in Sports Marketing. Organizations want your expertise to strengthen and grow customer bases and teams want to enlarge their fan base, attract new sponsors to their sport, build strong programs with existing sponsors, and run their fan conventions and other events. In addition, a wide range of companies recognizes the value sports relationships have in positioning and building their brands. This course is aimed to give an understanding of ticket pricing, loyalty development and gain general knowledge about the specifics of marketing in sport industry.
Learning Objectives

Learning Objectives

  • Give an overview how companies use sports to enhance brands
  • Give an overview of modern marketing methods in sport
  • Give an overview of sponsorships role in sport marketing
  • Introduce all types of companies that are using sports to enhance and position their brands
Expected Learning Outcomes

Expected Learning Outcomes

  • Identify how companies use sports to enhance brands and what are the ramifications of the traditional 4P’s in marketing as applied to sports
  • Consider the value of media in connection with sports marketing
  • Distinguish between service and product marketing
  • Compare the similarities of sports marketing with other marketing in other areas
  • Estimate the impact of inconsistent product
  • Analyze event marketing, including strategy, tactics, and stakeholders
  • Explain how sponsorship can be effective in sports
  • Identify examples of how licensing and sponsorships benefit both brands and sports teams and leagues
  • Determine value from dynamic ticket pricing strategies
  • Analyze the components of sports marketing communications fields and the jobs that are available
  • Identify the hierarchy of a traditional press release
  • Draft a sports-related press release with persuasive messaging strategies
  • Analyze the psychographics of fan loyalty and consider the value for marketing
  • Evaluate loyalty programs in current sports settings for their value and effectiveness
  • Distinguish the sources and types of sports communication and public relations and identify their intended purpose
  • Identify the potential impact of the use of social media in the sports communication field
Course Contents

Course Contents

  • Sports Marketing: differences and similarities with other marketing
    We will examine the difference between service and product marketing and why sports marketing has some overlap with both of these areas. We will also explore the world of event marketing.
  • What is sports marketing?
    To start the course, we’ll provide a broad overview of the different aspects of sports marketing and will also break down the components of sports marketing as a concept.
  • Value: Sponsorship, Partnerships & Dynamic ticket pricing
    This module will explore how to gain value in brand and sponsorship partnerships. Licensing and dynamic ticket pricing, and the potential value of both will also be touched on
  • Fandom and loyalty
    Where would professional sports be without fandom and loyalty? We close this course we an exploration of these concepts that make up the bedrock of professional sports and sports marketing. We will also touch on the topic of sports agents and take a look at the future with a video highlighting global sports diplomacy.
  • Sports communication: press releases, media relations, public relations
    This module will cover the primary areas of communication in sports marketing. Sports-specific trends in public relations will be highlighted, along with specific examples. This module will also include a thorough overview of how to draft an effective press release.
  • Sports communication: social media, crisis communication, celebrity handling
    This module will continue the focus on sports communication, with a deep dive into sports-related pubic relations and crisis communication. Issues and strategies surrounding social media and celebrity handling will also come into focus.
Assessment Elements

Assessment Elements

  • non-blocking Online test: basics of Sport marketing
  • non-blocking Online test: Differences and similarities with other marketing
  • non-blocking Online test: Sponsorship, Partnerships & Dynamic ticket pricing
  • non-blocking Online test: Sport communications
  • non-blocking Online test: Social media in sport communication
  • blocking Final exam
Interim Assessment

Interim Assessment

  • Interim assessment (2 module)
    0.4 * Final exam + 0.12 * Online test: basics of Sport marketing + 0.12 * Online test: Differences and similarities with other marketing + 0.12 * Online test: Social media in sport communication + 0.12 * Online test: Sponsorship, Partnerships & Dynamic ticket pricing + 0.12 * Online test: Sport communications


Recommended Core Bibliography

  • Advanced theory and practice in sport marketing, Schwarz, E. C., 2013
  • Biscaia, R., Correia, A., Rosado, A. F., Ross, S. D., & Maroco, J. (2013). Sport Sponsorship: The Relationship Between Team Loyalty, Sponsorship Awareness, Attitude Toward the Sponsor, and Purchase Intentions. Journal of Sport Management, 27(4), 288–302. https://doi.org/10.1123/jsm.27.4.288
  • Cornwell, T. B. (2014). Sponsorship in Marketing : Effective Communication Through Sports, Arts and Events. Hoboken: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=815073
  • Key concepts in sport management, Byers, T., 2012
  • Robinson, L. (2012). Routledge Handbook of Sport Management. Routledge.

Recommended Additional Bibliography

  • Collett, P., & Fenton, W. (2011). The Sponsorship Handbook : Essential Tools, Tips and Techniques for Sponsors and Sponsorship Seekers. San Francisco, CA: Jossey-Bass. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=413322
  • Heggde, G., & Shainesh, G. (2018). Social Media Marketing : Emerging Concepts and Applications. Singapore: Palgrave Macmillan. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1709224
  • Managing sport business : an introduction, , 2012