bk4250 Sport Marketing

Faculty of Sports Studies
autumn 2021
Extent and Intensity
7/13/0. 5 credit(s). Type of Completion: zk (examination).
Taught in person.
Teacher(s)
Mgr. Bc. Oldřich Racek, Ph.D. (lecturer)
Mgr. Adam Kyselica (seminar tutor)
Mgr. Bc. Oldřich Racek, Ph.D. (seminar tutor)
Guaranteed by
Mgr. Bc. Oldřich Racek, Ph.D.
Department of Social Sciences and Sport Management – Faculty of Sports Studies
Supplier department: Department of Social Sciences and Sport Management – Faculty of Sports Studies
Timetable
Fri 17. 9. 10:05–11:45 B11/236, Fri 15. 10. 13:25–15:05 B11/236, Fri 3. 12. 15:30–18:00 E34/203 - seminární místnost
  • Timetable of Seminar Groups:
bk4250/01: Fri 17. 9. 8:25–10:05 B11/236, Fri 8. 10. 10:55–13:25 B11/236, Fri 22. 10. 10:30–12:10 B11/236, Fri 12. 11. 14:15–16:45 B11/236, Fri 26. 11. 8:00–10:30 B11/236, A. Kyselica
Prerequisites (in Czech)
BOZP_OK ( bozp_po_stud ) && BOZP_OK ( bozp_po_stud_fsps )
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
Learning outcomes of the course unit The aim of the course is to acquaint students with the issues of marketing and its application to the sporting environment. Explain the specifics in analyzing the marketing environment and preparing the marketing mix of the sport product.
Learning outcomes
Student will be able to:
- Explain the concept of marketing and its specifics in the sporting environment - to enumerate and explain the factors of the marketing environment - Apply marketing mix tools in a particular case - Create a sponsorship offer - Apply guerilla marketing practices in the preparation of marketing strategy
Syllabus
  • 1. Marketing and sport marketing - definition, development
  • 2. Marketing environment
  • 3. Marketing strategies and planning
  • 4. Target markets and their segmentation
  • 5. Marketing mix and its specifics in sport
  • 6. Sponsoring
  • 7. Sports advertising and merchandising
  • 8. Ambush Marketing and Guerilla Marketing
Literature
    required literature
  • ČÁSLAVOVÁ, Eva. Management a marketing sportu. 1. vyd. Praha: Olympia, 2009, 225 s. ISBN 9788073761509. info
  • SHANK, Matthew D. Sports marketing : a strategic perspective. 4th ed. Upper Saddle River, N.Y.: Pearson Prentice Hall, 2009, xxiv, 453. ISBN 9780138137458. info
    recommended literature
  • MORGAN, Melissa Johnson and Jane SUMMERS. Sports marketing. SouthbankVictoria: Thomson, 2005, xvi, 320. ISBN 9780170128599. info
  • MULLIN, Bernard James, Stephen HARDY and William Anthony SUTTON. Sport marketing. 2nd ed. Champaign: Human Kinetics, 2000, xiv, 441. ISBN 0880118776. info
    not specified
  • ZAMAZALOVÁ, Marcela. Marketing. Vyd. 2. Praha: C.H.Beck, 2010, xxiv, 499. ISBN 9788074001154. info
  • BÜHLER, André W. and Gerd NUFER. Relationship marketing in sports. Amsterdam: Butterworth-Heinemann, 2010, x, 198. ISBN 9780750684958. info
  • WAKEFIELD, Kirk L. Team sports marketing. Amsterdam: Elsevier Butterworth-Heinemann, 2007, ix, 273. ISBN 9780750679794. URL info
Teaching methods
Teaching is conducted in the form of lectures and seminars.
In the seminars the current case studies will be dealt with, the discussion of the issue is expected.
The student prepares and presents two seminar papers.
Assessment methods
The final exam is oral.
Students will be admitted to the exam if they properly present and submit both seminar papers in time (ie 60% - 100%).
Assessment of seminar papers and their presentation are half of the final evaluation.

Rating: A - 100% - 90% B - 89% - 85% C - 84% - 75% D - 74% - 70% E - 69% - 60%

If a student commits any disciplinary offense, this behavior will be deemed not to meet the conditions for terminating the subject. The lecturer enters the exam (assessment) in the IS with a mark "F" and the dean initiates disciplinary proceedings, resulting in the completion of studies.
Language of instruction
Czech
Further Comments
Study Materials
The course is also listed under the following terms autumn 2022.
  • Enrolment Statistics (autumn 2021, recent)
  • Permalink: https://is.muni.cz/course/fsps/autumn2021/bk4250