bp4250 Sports Marketing

Faculty of Sports Studies
autumn 2024
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)
doc. RNDr. Bohumír Štědroň, CSc. (lecturer)
Mgr. Adam Kyselica, Ph.D. (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
Wed 7:00–7:50 B11/236, except Wed 18. 9.
  • Timetable of Seminar Groups:
bp4250/01: Mon 14:00–15:40 E34/225 - seminární místnost, except Mon 16. 9., A. Kyselica
bp4250/02: Mon 18:00–19:40 E34/225 - seminární místnost, except Mon 16. 9., 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, actual case studies will be dealt with and discussion of the issues is expected.
The student will prepare and present a seminar paper on the topic.
Assessment methods
The final exam is written.
The student will be admitted to the examination if he/she presents the seminar paper properly and submits it on time (i.e. obtains 60-100%). He/she also submits on time 10 short extracts from professional articles that he/she has read during the semester.
For the seminar paper and its presentation, the student may receive 10 points for the exam. The student may earn an additional 5 points for the exam for the abstracts (see study materials).
Evaluation:
A - 100-90 % B - 89-85 % C - 84-75 % D - 74-70 % E - 69-60 %
If a student commits any disciplinary infraction, that action will be considered a failure to meet the requirements for completion of the course. The instructor will close the examination (credit) with a grade of "F" in the IS and the Dean will initiate disciplinary proceedings which may result in termination.
Language of instruction
Czech
Further Comments
Study Materials
The course is also listed under the following terms autumn 2021, autumn 2022, autumn 2023.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/fsps/autumn2024/bp4250