Module Overview

Sports Marketing 2

The main aims of this module are to provide the learner with : • an ability to apply integrated marketing communications approaches in communicating value to sports consumers and participants • knowledge of pricing and distribution approaches in the context of sports businesses • an understanding of approaches to underpin the effective marketing of services in a sport business context

Module Code

SMCO H2024

ECTS Credits


*Curricular information is subject to change

Integrated Sports Marketing Communications

The Communications Process, The Tools of Marketing Communications, The Philosophy and Practice of Integrated Marketing Communications, Determining an Appropriate Mix of IMC Tools, Managing the Integrated Marketing Communications Process, Sports Advertising, Advertising Media for Sport Sports Publicity, Sports Sponsorship, Sponsorship Objectives and Components, The Sponsorship Commitment: Resources and Duration, Developing and Selling the Sponsorship Proposal, Leveraging the Sponsorship Effort, Sponsorship Foundation and Failure. Marketing communications using digital media channels.

Pricing Strategies and Determination

Defining Price and Determining Base Prices, Demand Considerations: The Relationship Between Price and Sales, Strategic Drivers of Price, Explaining Adjustments to Base Price Over Time, Legal and Ethical Issues in Pricing, Pricing Decisions in Sports Marketing

Sports Marketing Channels and Distribution

Marketing Channel Defined, Marketing Channel Flows, Marketing Channels as Social Systems, Marketing Channel Management, Logistics Management, Retailing and Wholesaling, Distribution Decisions in Sports Marketing, Spectator Sports, Participation Sports

Service Marketing in a Sport Market Context

The Servuction System Model, The Service Package, The Service Marketing Triangle, The Dramaturgical Metaphor, The Service Marketing Mix, Service Quality Management; An Overview, The Winning Wheels of Service, Sport Tourism Marketing

Module Content & Assessment
Assessment Breakdown %
Formal Examination50
Other Assessment(s)50