Sport Marketing - PMNG230NC

• Title: Sport Marketing
• Guaranteed by: Department of Sport Management (51-300100)
• Faculty: Faculty of Physical Education and Sport
• Actual: from 2023
• Semester: summer
• Points: 0
• E-Credits: 4
• Examination process: summer s.:
• Hours per week, examination: summer s.:1/1, C+Ex [HT]
• Capacity: 20 / 20 (20)
• Min. number of students: unlimited
• 4EU+: no
• Virtual mobility / capacity: no
• State of the course: taught
• Language: English
• Teaching methods: full-time
• Teaching methods: full-time
• Note: course can be enrolled in outside the study plan; enabled for web enrollment
• Guarantor: doc. Ing. Eva Čáslavová, CSc.; PhDr. Josef Voráček, Ph.D.
• Teacher(s): PhDr. Josef Voráček, Ph.D.
• Incompatibility : PMNG230
• Interchangeability : PMNG230

Annotation

Last update: PhDr. Josef Voráček, Ph.D. (03.05.2022)

The course introduces students to marketing applications in the field of sports. It characterizes sport as a sports industry and deals with its individual segments, as well as sports products and their specifications, which determine the success of their sales. Students work on model tasks in the field of marketing and sponsorship of sports organizations and sporting events.

Aim of the course

Last update: PhDr. Josef Voráček, Ph.D. (30.09.2023)

The aim of the course is to acquaint students with the global characteristics of the development of world marketing and at the same time to apply the knowledge of marketing to sport through seminars and project tasks.

Upon completion of the course, students will be able to:

• define, describe and explain the application of marketing in sport
• define, list and describe the segments of the sports industry
• define, describe and explain the sport product and its classification
• define, describe and explain the tools of marketing communication in sport
• define, describe and explain current trends in marketing communication in sport
• define, describe and explain sponsorship in sport
• prepare and compile a modern offer from a sports organisation to a sponsor

The student is able to apply the above to practical examples of sports organisations in the Czech Republic and worldwide.

Course completion requirements

Last update: PhDr. Josef Voráček, Ph.D. (19.02.2024)

Credits and exam: preparation and presentation of a seminar project

Literature

Last update: PhDr. Josef Voráček, Ph.D. (03.05.2022)

DEES, W., WASH, P., McEVOY, CH., McKELVEY, S.,MULLIN, B. J., HARDY, S., SUTTON,W.A. Sportmarketing. 5th Edition. Leeds: Human Kinetics Publishers, 2022. p.475. ISBN 987-1-4925-9462-8.
FREYER,W. Sport-marketing. Modernes Mareketing-Mangement für die Sportwirtschaft. 5. neu bearbeitete Auflage. Berlin : Erich Schmidt Verlag, 2018. 709 s., ISBN 978-3-503-17674-8.
GREY, A., SKILDUM-REID, K. Sponsorship seekerś toolkit. Second edition. Australia: McGraw Hill. 2003. ISBN 0-074-712217.
GRAHAM, S., NEIROTTI, L.D., GOLDBLAT, J. J. The ultimate guide to sports marketing. New York: McGraw Hill, 2001. ISBN 0-07-136124-3.
FERRAND, A., McCARTHY, S. Marketing the Sports Organisation: Building networks and relationships. New York: Routledge, , 2009. ISBN 0-415-45330-5.

Requirements to the exam

Last update: PhDr. Josef Voráček, Ph.D. (19.02.2024)

Credits and exam: preparation and presentation of a seminar project

Syllabus

Last update: PhDr. Josef Voráček, Ph.D. (03.05.2022)

Lectures:

1. Application of marketing in sports. Marketing applications in sports.
2. Sport as a sports industry. Sports industry segments.
3. Products tradable in sports. Different approaches to classifications of sports products.
4. Physical education and sports services as a product. Service quality management.
5. Market situation in sport. The special effect of the market mechanism.
6. Marketing mix in sports
7. Trends and development of sports marketing in the Czech Republic. Megatrends in sports and their influence on sports marketing.

Seminars:

1. Project task (assignment).
2. Partial concepts of marketing in sport. Marketing communication in sport. Sports advertising and its features.
3. Sales of advertising in sports facilities. Promotional strategies for sports facilities. Advertising sales techniques in sports - evaluation of effectiveness. Advertising as a source of income for sports organizations.
4. Sports sponsorship. Sponsorship from the position of companies. Marketing and communication goals of companies. Sponsorship from the position of sports organizations. Offer for sponsors. Legal regulation of sponsorship.
5. Comprehensive concepts of marketing in sports. Olympic marketing.
6. Brand in sports. Marketing research in sport.
7. Evaluation of the processed project task by teams.