Sports Management II
Niveau
first cycle, Bachelor
Learning outcomes of the courses/module
The students develop a basic understanding of the specifics of marketing different types of sports providers. They can understand, explain and reflect on fundamental concepts and theories (and the corresponding empirical findings) of sports marketing, sponsorship and communication in sport.
They can understand technical texts and integrate them into their body of knowledge and develop an understanding of the link between marketing in and through sport and other (economic) sectors.
The students are enabled to work on interdisciplinary tasks or questions and to present solutions.
The students improve their ability to think critically and express themselves accordingly. They also improve their teamwork skills through group work.
Prerequisites for the course
not applicable
Course content
Concepts, theories and findings of the marketing of and through sport are discussed and reflected upon. This includes marketing to sports consumers (spectators and participants), positioning, marketing strategy and the marketing mix in/through sport as well as the topic of sport and brand. The possibilities, limits, activation in sports sponsoring, social marketing, and communication as well as the new media are also dealt with.
Recommended specialist literature
Desbordes, M. & Richelieu, A. (2014). Global Sport Marketing: Contemporary Issues and Practice. London: New York: Routledge.
Grimmer, C. G. (Ed.). (2016). Der Einsatz Sozialer Medien im Sport: Gestaltung, Vermarktung, Monetarisierung. Springer-Verlag.
Nufer, G. & Bühler, A. (Hrsg.). (2013). Marketing im Sport. Grundlagen und Trends des modernen Sportmarketing. 3. Auflage. Berlin: Erich Schmidt Verlag.
Pedersen, P. M., Laucella, P. C., Kian, E., & Geurin, A. N. (2018). Strategic sport communication. Human Kinetics.
Shank, M. D., & Lyberger, M. R. (2014). Sports marketing: A strategic perspective. London: Routledge
Assessment methods and criteria
Academic Research Paper
Language
German
Number of ECTS credits awarded
3
Share of e-learning in %
20
Semester hours per week
2.0
Planned teaching and learning method
integrated course, case studies, discussion, group work, presentations
Semester/trimester in which the course/module is offered
2
Name of lecturer
Team SCEM
Academic year
first year of studies
Key figure of the course/module
vz.SPM2.1
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
not applicable