bp4250 Sports Marketing

Faculty of Sports Studies
autumn 2025
Extent and Intensity
1/2/0. 5 credit(s). Type of Completion: zk (examination).
In-person direct teaching
Teacher(s)
Mgr. Bc. Oldřich Racek, Ph.D. (lecturer)
Ing. Martin Vyroubal (lecturer)
Mgr. Jiří Kotas (seminar tutor)
Mgr. Bc. Oldřich Racek, Ph.D. (seminar tutor)
Guaranteed by
Mgr. Bc. Oldřich Racek, Ph.D.
Department of Sport Performance and Exercise Testing – Faculty of Sports Studies
Supplier department: Department of Sport Performance and Exercise Testing – Faculty of Sports Studies
Timetable
Mon 29. 9. to Fri 12. 12. Mon 15:00–15:50 B11/311, Mon 15. 9. to Mon 22. 9. Mon 15:00–15:50 B11/236, except Mon 27. 10. to Fri 31. 10.
  • Timetable of Seminar Groups:
bp4250/01: Tue 13:00–14:40 C15/207, except Mon 27. 10. to Fri 31. 10., J. Kotas
bp4250/02: Wed 14:00–15:40 E34/225 - seminární místnost, except Mon 27. 10. to Fri 31. 10., J. Kotas
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
Abstract
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
Key topics
  • 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. Digital marketing
  • 9. Ambush Marketing and Guerilla Marketing
Study resources and 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. info
Approaches, practices, and methods used in teaching
Teaching is conducted in the form of lectures and seminars.
In the seminars, actual case studies will be dealt with and discussion of the issues is expected.
Method of verifying learning outcomes and course completion requirements
A student will be admitted to the exam if they duly fulfill active attendance at seminars and submit continuous assignments on time.
During the semester, a student may receive bonus points added to the final written test (see Interactive syllabus of the course and Study materials).
Grading:
A – 100–90 % B – 89–85 % C – 84–75 % D – 74–70 % E – 69–60 % F – 59 % and below
If a student commits any disciplinary offense, this conduct will be considered as failure to meet the requirements for completing the course. The instructor will close the exam (credit) in the IS system with a grade of “F”, and the Dean will initiate disciplinary proceedings, which may result in termination of studies.
Language of instruction
Czech
Further Comments
Study Materials
The course is also listed under the following terms autumn 2021, autumn 2022, autumn 2023, autumn 2024.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/fsps/autumn2025/bp4250