Application of Marketing in Sports Industry

This module aims apply marketing concepts to a specialist industry by taking a holistic view of the sector and showing how the marketing philosophy can be applied in the ‘creation of customer value’, at a wider and also more local level.

Study – professional practice

• Arrive for taught activities in good time. We will aim to start on time so that we can finish on time. If you do enter late, enter quietly to avoid disturbing others.

• Participate constructively, presenting own ideas and critiquing those of others in a respectful & supportive manner.

• Read and act on Blackboard announcements & emails in a timely manner; ensure your SRS contact details are current; write all emails in a formal business style.

• Please do not phone, text or message during taught activities.

• If you wish to record a class please confirm this with the tutor beforehand.

Module aims, learning outcomes and indicative content Module Aims This module investigates the application of modern marketing techniques to sport. The objectives of this module are to develop the capabilities of students to:

1. Extend their knowledge of marketing approaches and applications in the context of the sports industry

2. Apply marketing concepts to gain an understanding of different business approaches employed in sport marketing

3. Compare, contrast and analyse the differences between sports marketing and other industry sectors

4. Understand the interdisciplinary nature of sports marketing and the opportunities for employment in sport, event management and other related entertainment businesses

Learning Outcomes

On successful completion of this module you should be able to:

1. Evaluate the forces at work in the external and internal environments in relation to the sports industry.

2. Assess factors effecting buyer behaviour in sport.

3. Evaluate approaches to segmentation, targeting and product positioning in the sports sector.

4. Develop and evaluate marketing strategies, implementation techniques and performance.

Indicative Syllabus Content

• Strategic marketing planning within a sports industry framework

• Sports market segmentation and market positioning

• Branding and image: role and importance

• Sports sponsorship and media management

• Managing the sports product life cycle and innovation

• Other elements of the sports marketing mix: sports promotion, distribution, pricing

• Globalisation and commercialisation in sports marketing

Assessment

The module assessment consists of three parts;

- a written report,

- an individual presentation and,

- a one and a half hour (90 minute) examination.

Assessment rationale

The module is designed to show students ability to apply sound marketing practice to the sports industry sector. Students must demonstrate successful achievement of the learning outcomes to pass the module.

The assessment for this module has been designed in the full expectation that formative assessment is completed, as directed, by the module leader; failure to do so is likely to impact on the student’s ability to pass the module.

Therefore, in the example provided here, how does the ‘brand message’ communicated by ‘Nike’ differ from the message communicated by its competitors? How is this reflected in the product range, the price, where (and how) the products are sold, and how they are promoted?

As part of your assignment, you should consider the following:

- Select a brand that competes in one sector of the sports market.

- Analyse the approach to Segmentation, Targeting and Positioning (STP). Describe how your organisation identifies and targets their key customer  groups.

- Evaluate the configuration of the marketing mix used to reach the target audience(s).

- Critically assess the changing nature of contemporary marketing within your chosen organisation.

Tips to help you improve your grade:

1. Don’t try to be too ambitious. It is better to select a specific product line, rather than analyse the corporate brand. For example, Nike Womens Running Shoes, Adidas Football Boots, Reusch Gloves, Jordan Air, Manchester United, New York Yankees, K-Swiss Tennis Rackets, Gray Nicolls Cricket Bats, would be better than trying to analyse Reebok, or Adidas, or Nike.

2. Make your report a great read! Starting with an interesting and engaging front page.

3. Write an Executive Summary (not as an introduction). An executive summary is different to the introduction. An executive summary should b a 100 – 200 summary of everything that you did and everything that you found as a result of your analysis.

4. Think about the layout and visual appeal of your work. We don’t want to see three pages of text. Break your work up with pictures, images and tables ….

5. Spelling and grammar. Pay careful attention to spelling and grammar – and make sure that you cite your references correctly.

6. If you are quoting a statistic (i.e. Nike’s turnover in 2018 grew by 10%  compared to 2017) YOU MUST state where you sourced that information. Poor referencing will be penalised.

7. Don’t submit your first draft. You should give yourself at least two weeks to research and write your report. You should aim to write at least two drafts – but three or four drafts would improve your grade.

8. Make sure your bibliography follows the standard conventions when it comes to layout.

9. Don’t miss the deadline. The deadline is Thursday 19th  March at 13:00hrs  GMT.

10.Enjoy writing your report – choose a subject that interests you or that inspires you and you will produce a better piece of work.