bp2086 Sports marketing

Faculty of Sports Studies
Autumn 2015
Extent and Intensity
1/2. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Bc. Oldřich Racek, Ph.D. (lecturer)
Mgr. Pavel Mrnuštík (seminar tutor)
Mgr. Viktor Pruša (seminar tutor)
Guaranteed by
prof. PhDr. Michal Charvát, CSc.
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
Thu 11:20–12:05 B11/311
  • Timetable of Seminar Groups:
bp2086/01: Wed 8:50–10:20 C15/207, P. Mrnuštík
Prerequisites
bp522 Marketing || ( ESF:BPH_MAR1 Marketing 1 || ESF:BPH_ZMAR Basic Marketing )
Completion of the course Principles of Marketing
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
At the end of this course students will be able to:
Use basic methods of marketing research in sports environment
Use gained theoretical knowledge of sposoring, sport advertisment and merchandising
Syllabus
  • 1. Sports Marketing - definitions 2. Marketingový research: marketing research process 3. Internal and external contingencies, segmentation, targeting and positioning 4. Sports Marketing mix 5. Sponzoring 6. Sports advertising and merchendising 7. Sports and shopping behavior of consumers 8. Sports brand, athlete as a trademark 9. Ambush Marketing 10. Sports marketing and media
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
  • 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
The course occurs in forms of lectures and seminars
Assessment methods
Passing the final exam. Prerequisite for admission to the examination is attendance (1st possible absence) and 2 x successful presentations on given topics in the field of marketing.
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
Teacher's information
http://www.fsps.muni.cz/impact/marketing-sportu/
The course is also listed under the following terms Autumn 2014, Spring 2016.
  • Enrolment Statistics (Autumn 2015, recent)
  • Permalink: https://is.muni.cz/course/fsps/autumn2015/bp2086