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DRPS : Course Catalogue : Moray House School of Education and Sport : Sport

Undergraduate Course: Sport and Recreation: Marketing, Sponsorship, and Event Management 2B (SPRT08014)

Course Outline
SchoolMoray House School of Education and Sport CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 8 (Year 2 Undergraduate) AvailabilityAvailable to all students
SCQF Credits20 ECTS Credits10
SummaryThis course will be concerned with the role and purpose of marketing, sponsorship, and event management in sporting and recreation organisations. Indicative content will include: an understanding of marketing and marketing plans; the role of sponsorship and developing sponsorship proposals; and the management of events in sport.
Course description This course reflects upon the increasing academic material on sports marketing, sponsorship and events management to critically examine the practical application of these areas in local, national and international contexts. It discusses how these three areas are inextricably linked and assesses the opportunities and controversies that arise from their implementation. Key areas studied include:
Sport marketing concept
Understanding the sports marketing environment
Sport marketing strategy
Sport segmentation, targeting and positioning
The sport marketing mix
Sport branding
Relationship marketing and sport
Conceptualising sport events
Planning sport events
Managing sport events
Evaluating sport events
Conceptualising sport sponsorship
Activating sport sponsorship rights

This course has a programme of one-hour weekly lectures with a supporting programme of two-hour seminars held in smaller groups. There is a prescribed list of required reading to prepare in advance for seminars, which is outlined in the course handbook.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements None
Additional Costs None
Information for Visiting Students
High Demand Course? Yes
Course Delivery Information
Academic year 2023/24, Available to all students (SV1) Quota:  0
Course Start Full Year
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 200 ( Lecture Hours 22, Seminar/Tutorial Hours 22, Programme Level Learning and Teaching Hours 4, Directed Learning and Independent Learning Hours 152 )
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
Feedback Not entered
No Exam Information
Learning Outcomes
On completion of this course, the student will be able to:
  1. Demonstrate understanding of the strategic aspects of the sports marketing process
  2. Demonstrate understanding of the extended sports marketing mix
  3. Evaluate the importance of creative sport sponsorship activation strategies
  4. Understand key processes involved in the successful organisation of sport events
  5. Demonstrate understanding of how the inter-linking of sports marketing, sponsorship and events creates opportunities and challenges for practitioners
Reading List
Beech, J. & Chadwick, S. (2007) (ed) The Marketing of Sport. Harlow: Pearson Education.
Bouchet, P., Hillairet, D. & Bodet, G. (2013) Sport Brands. London: Routledge.
Chadwick, S. & Arthur, D. (2008) International Cases in the Business of Sport. Oxford: Elsevier.
Desbordes, M. (2006) (ed) Marketing and Football: An International Perspective. London: Taylor & Francis.
Desbordes, M. & Richelieu, A. (2012) Global Sport Marketing: Contemporary Issues and Practice. London: Routledge.
Favorito, J. (2012) Sports Publicity: A Practical Approach. London: Routledge.
Hutchins, B. (2013) Digital Media Sport: Technology, Power and Culture in the Network Society. London: Routledge.
Jackson, N. (2013) Promoting and Marketing Events: Theory and Practice. London: Routledge.
Masterman, G. (2009) Strategic Sports Event Management. London: Routledge.
Parent, M. (2012) Managing Major Sport Events: Theory and Practice. London: Routledge.
Pederson, P.M. (2013) Routledge Handbook of Sport Communication. London: Routledge.
Schwarz, E., Hunter, J. & LaFleur, A. (2012) Advanced Theory and Practice in Sport Marketing. London: Routledge.
Additional Information
Graduate Attributes and Skills Not entered
KeywordsNot entered
Course organiser Sharon MacKechnie
Course secretaryMiss Rosie Roberts
Tel: (0131 6)516 210
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