This version of the course guide is provisional until the period for editing the new course guides ends.

Logo UAB
2022/2023

Sports Marketing

Code: 43785 ECTS Credits: 6
Degree Type Year Semester
4316022 Sport Management OB 0 1

Contact

Name:
Ricard Esparza Masana
Email:
ricard.esparza@uab.cat

Use of Languages

Principal working language:
spanish (spa)

External teachers

Jesús Oliver
Lukas Dorda
Marc Bernadich

Prerequisites

There are no prerequisites

Objectives and Contextualisation

The main objective is that students can start studying marketing in the sports field. For this, students will be provided with the basic tools of commercial and marketing practices for decision making in the field of sports management. Specifically, the objectives at the training level are:

  • Introduce the fundamental bases of the new commercial and marketing model applied to sports management
  • Study the different quantitative and qualitative research techniques that can help in decision making
  • Analyze the importance of the orientation towards customer satisfaction and loyalty
  • Study and see the importance of transmitting confidence through commercial action and sports marketing
  • Apply the eines of re- search of commodities with a decision element to define the 4P's
  • Analyze the personalization of the service as a differential factor

Competences

  • Apply tools and methodologies which facilitate creative and innovative thinking in everyday situations related to the environment of sports business.
  • Be able to reason autonomously and critically on business topics and issues applied to sports environments.
  • Communicate and justify conclusions clearly and unambiguously to both specialist and non-specialist audiences.
  • Design the commercial management of sports products and services by means of marketing strategies and plans.
  • Integrate knowledge and use it to make judgements in complex situations, with incomplete information, while keeping in mind social and ethical responsibilities.
  • Lead a team and work in multidisciplinary teams, participating actively on tasks and negotiating between diverse opinions to reach positions of consensus.
  • Solve problems in new or little-known situations within broader (or multidisciplinary) contexts related to the field of study.

Learning Outcomes

  1. Analyse the market and identify competing businesses.
  2. Apply tools and methodologies which facilitate creative and innovative thinking in everyday situations related to the environment of sports business.
  3. Assess benchmarking performed on digital competitors.
  4. Be able to reason autonomously and critically on business topics and issues applied to sports environments.
  5. Communicate and justify conclusions clearly and unambiguously to both specialist and non-specialist audiences.
  6. Design proposals for new products and/or services.
  7. Develop a marketing plan by integrating traditional and innovative tools.
  8. Identify the key digital elements for developing a marketing plan.
  9. Integrate knowledge and use it to make judgements in complex situations, with incomplete information, while keeping in mind social and ethical responsibilities.
  10. Lead a team and work in multidisciplinary teams, participating actively on tasks and negotiating between diverse opinions to reach positions of consensus.
  11. Measure and evaluate the digital marketing actions implemented.
  12. Solve problems in new or little-known situations within broader (or multidisciplinary) contexts related to the field of study.

Content

Topic 1: Introduction to sports marketing: markets and opportunities of sports marketing

Topic 2: The role of research methodologies in sports marketing.

Topic 3: Sports consumers.

Topic 4: Market research applications in the 4 P 's of Sports marketing.

Topic 5: Sports marketing strategy.

Topic 6: Product and brand in sports marketing.

Topic 7: Price policy to sports marketing strategy.

Topic 8: Strategy in Digital Marketing applied to Sports.

Topic 9: Social Media Management and Marketing of Influencers in the sports environment

Topic 10: Engagement and User Generated Content

Topic 11: SEO / SEM and Digital Media

Topic 12: Preparation and development of a sports marketing plan

Topic 13: Introduction to Digital Communication

Topic 14: Preparation of a Digital Communication Plan

Methodology

Online modality
In the case of the online modality, the methodology will be adjusted in order students can achieve all the learning outcomes specified in this guide and at the same time develop the skills and abilities of the subject.
To this end, the resources available in the modle classrooms will be optimized to maximize student involvement and motivation (forums, debates, simulation games, case studies, online presentations, etc ...)

Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.

Activities

Title Hours ECTS Learning Outcomes
Type: Directed      
Participatory Master Sessions 30 1.2 1, 6, 7, 8, 11, 9, 4, 3
Problem solving, ordinary classroom exercises 8 0.32 1, 2, 6, 7, 8, 11, 9, 3
Type: Supervised      
Group Tutoring 10 0.4 1, 2, 6, 7, 10, 9, 12, 3
Performing work / Reports 16 0.64 2, 11, 12, 3
Presentations / exhibitions 8 0.32 2, 6, 7, 12, 5, 4, 3
Type: Autonomous      
Personal study 50 2 1, 6, 7, 8, 11, 3
Realization of works / Reports 20 0.8 1, 2, 6, 7, 8, 11, 9, 12, 3

Assessment

Theoretical-practical tests/tasks: Submission of tasks; Presentation and defence of the exercises and works carried out (they can be individual and/or in group).

Individual theoretical and practical works: Delivery of exercises and works, as well as participation in forums and debates.

The teaching team will detail the specific activities at the beginning of the module.

Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
Exam 30% 2 0.08 1, 2, 7, 11, 12
Individual theoretical and practical activities 40% 4 0.16 1, 6, 7, 8, 11, 12, 5, 3
Theoretical-practical tests/tasks 30% 2 0.08 6, 10, 9, 5, 4

Bibliography

  • Aragon, P. (1991). Técnicas de dirección y marketing para Entidades deportivas. Málaga: Unisport / IAD.
  • Baines, P; Chansarkar, P (2002). Introducing Marketing Research. Middlesex University Business School
  • Calzada, E. (2012). Show me the money! Cómo conseguir dinero a través del Marketing Deportivo. Libros de cabecera
  • Desbordes, M; Ohl, F; Tribou, G. (2015). Estrategias del marketing deportivo. Paidotribo edt.
  • Duboff, R; Spaeth, J. (2000). Market Research Matters: Tools and Techniques for Aligning Your Business. John Wiley & Sons, Inc. New York 
  • Martín, E. (2009). Nominología: cómo crear y Proteger marcas poderosas a través del naming. Fundación Confemetal:
  • Marqués, A. (2015). Técnicas de Investigación de mercados. RC edt.
  • Molina, G. (2019) Management Deportivo. Del Club en la Empresa Deportiva. Editorial Wanceulen
  • Santos Peñas, Julián; Muñoz Alamillos, Ángel; Juez Martel, Pedro; Cortiñas Vázquez, Pedro. (2016). Diseño de encuestas para estudios de mercado: Técnicas de muestreo y análisis multivariante. Centro de estudios Ramón Areces
  • Shilbury, D; Westerbeek, H; Quick, S; Funk, D (2009). Strategic Sport Marketing. Publisher: Allen & Unwin
  • Smith, A.C.T. and Stewart, B. (2014). Introduction to sport marketing. Routledge. 2º edition.
  • Triadó, X. (1996) El marketing en la gestión deportiva. Barcelona: GPE Colección Gestión Deportiva.

Software

N/A