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
- Analyse the market and identify competing businesses.
- Apply tools and methodologies which facilitate creative and innovative thinking in everyday situations related to the environment of sports business.
- Assess benchmarking performed on digital competitors.
- 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 proposals for new products and/or services.
- Develop a marketing plan by integrating traditional and innovative tools.
- Identify the key digital elements for developing a marketing plan.
- 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.
- Measure and evaluate the digital marketing actions implemented.
- 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